Proliferation of Content: THIS is why emerging media wins

Arguably I’ve discussed the many pros and cons of emerging media in the digital age. However, if I were to pick two clear reasons as to how emerging media is a mark not only of technological innovation, but also psychological innovation – these would be be on the top of my list:

First, emerging media has invited, encouraged and sometimes bullied influential people and institutions to be more… free with their content. Since the internet in its entirety is based on sharing content- blogs, podcasts, interactive websites and forums have become central to branding and consumer relationship management (yes, this is no longer just customer relationship management).

The most interesting and inspirational news that I read today on Yahoo! was an article quoting Harvard University as the next school to offer free digital content via iTunes U. Following similar moves from universities such as Yale, Stanford, Brown and San Jose State, this step is sure to inspire further content collaboration and sharing, leading in turn to a more knowledgeable and skilled student and labor force.

Secondly, the ‘real-time’ nature of digital content necessitates brands to really think on their feet – public relations teams are quicker to respond (with exceptions, of course), brands need to not just ‘react’ but stay one step ahead of their audiences. Perhaps I’m a little too optimistic in saying this, but definitely the ability for news sharing to be instantaneous will also begin to relegate a need for more transparency, more honesty in corporate ethics.

As a colleague once reminded me in a discussion, emerging media is bound to peak, trough and eventually attain a steadier growth state. It may then be prudent to innovate, adapt and tailor emerging media to the brand’s needs, rather than jumping on the bandwagon without caution, or avoiding it altogether – because social and interactive media is here to stay.

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