Recently, a study conducted by bit.ly concluded that your links out in the social media universe stay fresh for only about 3 hours. Three hours! That’s all. So, when you tweeted out a link to your latest blog post this morning at 8, it was essentially gone from the collective consciousness of your Twitter followers before lunch. One of the reasons for this is the abundance (notice I didn’t say overabundance?) of content being created every minute. Blog posts, tweets, Facebook status updates, Google+ posts, YouTube videos and Vlogs…there’s just so much…stuff!! I’ve declined to create a blog for just this reason. Why does the world need another bald dude talking about social media, marketing, tech futurism, and fun gadgetry, mixed in with a smattering of Taoist/Buddhist philosophy and good old fashioned self-help explorations? This Mitch Joel blog post confirmed for me that there’s bound to be a blog like that out there; you just have to find it. But something else in that post made me stop and rethink everything.
That simple, magic word was perspective. It’s not about being the only game in town anymore. It’s become a game of perspective. Only you have lived your experiences, and only you are able to distill those experiences down into your personal brand of (insert your area of interest/expertise here). “What does this have to do with that bit.ly study?”, you’re asking yourself. Well, I’ll tell ya. Because there’s so much content being created, it’s now more about the individual than it is about the content. If you can bring a personality to your perspective; if you can offer that one single differentiator to your audience; if you can give the same basic overall idea but do it as you, you’ve got a better chance of people hearing you. I’m talking about a real, honest-to-goodness, genuine personality, by the way. I’m of the belief that everyone’s got a personality; not everyone is comfortable showing it, nor is everyone’s personality fit for mass consumption. So that’s something else to deal with entirely. But, all things being equal, if you’re able to deliver your thing in your way, well now that’s valuable.
I conducted a short experiment of my own based on that bit.ly study, by the way. I’ve got a photo blog over at Flickr and I decided to test the theory that any given piece of content can be repurposed over the course of 12-16 hours simply by reiterating your promotional copy. I’ll share the results, as well as some analysis and theories in the next post.