Sunday, June 11, 2006

content anarchy utopia

Vaspers commenter and PR consultant Kami Huyse has a terrifically smart post on her Overtone Communications blog.

Extremely well-written as usual, her post touches the rim of what I have christened the Content Anarchy Utopia, a revolution of freedom, equality, and super-creativity.

If you read my blog, her blog, or blogs by such marketing gurus as Tom Peters, Seth Godin, Robert Scoble, Shel Israel, John Hagel III, you'll already know what's coming, both in this post, and in reality.

To simplify, I put it this way...

The 5 "A"s of
Content Anarchy Utopia:

* any content

* any format

* any amount

* any time

* any place

This is the reality toward which we are racing, armed with blogs, Swicki custom on-site search engines, YouTube video player blog-post embeds, RSS/Atom, tags, trackbacks, email, texting, cell phones, and Google Everything [feel free to add your favorite technologies and companies].

When I say "any format", I mean to include any file type, communications device, or delivery system: PDA, PC, cell phone, Blackberry, podcast, mp3, OGG Vorbis, WAV, MPEG, print version book, appliance embed, etc.

Consumers are now content collaborators, creators, promoters, archivers, and distributors.

Your blog, for example. You create, promote, distribute your own self-generated content. If it's good, someday someone will demand to shower you with fame and fortune if you'll give them exclusive rights or permission to reprint. Or they may hire you to do a TV talk show. Or whatever.

I distribute this blog via email notification subscriptions, RSS/Atom feeds, my comments at other blogs (not linking, just embedding Vaspers URL in my comment signature), and, very rarely, via a special email notice to select allies, about some earth-shattering grandiose idea I just posted.

But we are blogging. We are displaying video and providing audio or mp3 links. We are making our own music. Our own movies. Own own CDs of our music. Our own e-books (a project I have to get back to soon).

We are our own content, our own editor/producer, our own media, our own distributor.

Soon, we will be able to create nearly everything for ourselves, by ourselves, with assistance from broadband and freeware providers.

Then, when most things are self-produced and self-consumed, what happens to Psycho Capitalism (the Enron version of Free [albeit deceived] Market Economy)???

It dies forever. I guarantee it.

Listen now to Kami, an excerpt from her recent post, "Your Take: PR as Stakeholder Advocates".


Right now, social media is mostly a channel disrupter.

For instance, we can add the delivery of messages through new channels such as blogs, podcasts, wikis and other social media tools like YouTube, Flickr and to our regular lineup of online news, newspapers, radio, television and events.

But it won’t always be that simple. As RSS starts to become seamlessly integrated with everyday business and online consumer tools, maybe as soon as Microsoft releases Windows Vista next year, a revolution of information will begin and tools such as RSS and OPML will disrupt the planning process as well as the channels, which I expect will continue to evolve.

While we will need to understand the uses of RSS and other technologies, the average Joe won’t have to.

Once the average Joe becomes used to collecting and sharing his own data, the job of public relations planning subtly changes to require that the goals of the customer and/or stakeholders become the goals of the organization. Why? Because in order to reach the stakeholder, we will have to be much more targeted in our approach.

The PR Cycle of the Future?

* We determine the goals and objectives of our CUSTOMER or STAKEHOLDERS,

* We act as stakeholder advocates to bring these we create products and services to meet these objectives,

* We deliver the product through open source channels that allow the consumer full customization,

* We deliver information about the product/service through channels that allow customers to research our products and services.

* We go back to the customer regularly (maybe through an automated system or research) to determine what needs to be adjusted,

* We again act as stakeholder representatives get it done.

The news tools and standards being developed by people like Steve Gillmor, will make this uber-specialization possible and it will push public relations to become more of a science or perish.



carrie said...

you said, "her post touches the rim"


steven edward streight said...

did I miss something? is "rim" a naughty word?

I meant that her post stands on the edge of a topic that I shoved out into the deep for a bigger view.