Setting Your Brand Free to Find Fans Wherever They Are

Steve Rubel on Digital Communications

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Three months ago I did something that many considered virtual heresy. After five years and 5,300 posts I shuttered my blog, Micro Persuasion, in favor of a lifestream which you can find at

I thought I'd share why I went this route, what I learned these past three months and the implications for brands.

As I have written many times, the world is facing a quiet crisis of attention. There are more shiny objects and information vying for our attention than ever -- with no end in sight.

Steve Rubel
Photo: JC Bourcart
Steve Rubel is a marketing strategist and blogger. He is senior VP-director of insights at Edelman Digital.
We're coping by making choices. The average American visits around 110 domains a month, according to Nielsen. And we're favoring what we can scan and skim over what we can read or watch. This is why Twitter, YouTube and Facebook are so irresistible and dominating. It's also why, these days, blogging is somewhat passé.

The implications for anyone who hopes to influence others is to take your message to where the people are, rather than solely enticing them to come to you. That's the promise of new platforms such as Posterous, which makes it a snap to post anything to your site by e-mail and have these streams auto-post to the right social networks at the right time depending on the format and context. That's where I go to continue the conversation.

So what did I learn?

First, today you need to be ubiquitous in all of the relevant spaces where those you hope to reach are spending time. Otherwise, you risk being invisible.

Second, I learned to tailor my message to my different social networks by adopting multiple formats. Twitter, for example, is great for quick hits about the day's tech news, while my YouTube channel is becoming a home for longer-form screencasts. My lifestream site often serves as the launching pad and final resting place for all of it.

Finally, I learned that a hub-and-spoke approach is essential. This will ensure that you're taking full advantage of the two key ways consumers will find content -- pull (e.g. search) and push (e.g content that finds you increasingly through social networks).

That's why I am excited about lifestreaming and brandstreaming.

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