Media - why audit?

'ICT Man'

In the year 2500, when whoever we've become discovers us - fossilised in the information and communication technology landscape we inhabit now - they'll open our heads and find swollen brains.
Media - why audit?
Infobesity - or information overload - is not a new trend, but it's not showing any signs of lessening. Based on our sense experience (and absolutely no research whatsoever), we'd go so far as to say it's getting worse.

If infobesity severely impedes our ability to understand issues and make decisions, it's a threat to our survival. Besides war and the probability that we'll run out of water quite soon, it might be what implodes us, one by one and collectively.

But aside from long-term existential issues, there are more immediate concerns. Organisations claiming: "people are our greatest asset" should pay attention.

Be the sniper

If you depend on your people to engage with what you're trying to accomplish, you'd do well to observe our mantra:
  • Understand your audience
  • Target your message
  • Maximise your media
Less is more

It's a thin line between reinforcement and repetition, and we should tread carefully, when communicating.

"Maximise" doesn't mean using every channel available, all the time, for everyone. It means understanding what channel works best in which environment.

Of course we should write and speak simply and clearly, and use less verbiage and more visuals. Less obviously, but equally importantly, we should conduct detailed audits of what (of the media available) works BEST for any given group, and supplement it selectively.

Bottom line

Audit your media, in detail. Figure out:
    a) what actually works
    b) what works best for whom, when
    c) what not to use, and why
Like all matter, data has weight. One day, maybe, when we're able to understand the real impact of 1MB, we'll go on a diet.

31 Mar 2015 10:53


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