In a 24 second news cycle one of the most difficult messages digital communications professionals give their clients is to simply turn into the skid. Knowing you’re wrong, or believing in or delivering an unpopular message, or actually doing something wrong happens. As perfect as we are, we are fallible by and to popular standards.
More and more real estate professionals are seeing eroding returns on methodologies of the past to current digital trends. Their space seems silent, but while online, buzz is happening at the speed of a scrolling window. Smaller, more nimble identities and brands are able to capture imagination with a single sound bite where slower more traditional methods exist in mailboxes, voicemail boxes, and on counter tops waiting for the off chance of being noticed or heard.
Being noticed for the wrong reasons digitally or otherwise is more often an opportunity, and in order to capitalize, we must know when it is most effective to turn into the skid. Digitally, that turn can rally big returns in the form of popularity in which a capture of imagination can become a more concerted focus on behalf of a brands consumer.
So the next time you get caught or caught up, give some thought to artfully turning into the skid. You’ll be amazed at the how soft the landing can be when words and actions become human. And for those just joining and experiencing the 24 second news cycle, be not afraid, for opportunity is knocking and proof of the power of digitalizing your brand is staring you in the face, not laying on the countertop.
Fred Romano
March 22, 2011 at 1:58 pm
We made our “turn” a few years ago and created our business model based on the needs and wants of consumers. It’s been rewarding for us, and while we are not getting rich, we are doing very well. Great article Benn!