The way that people consume information is changing dramatically. Fewer and fewer people sit down every night to watch the nightly news which is broadcast to an audience. Most people now are setting up custom filters so they only receive the information that they want, when they want it.
Social media protocols like hash tags (#) have brought this behaviour to the fore. Basically, people categorize a topic using hash tag and this makes it easier for others when they are searching for comments about that topic. Of course the concept of social media hash tags can be over used, however, utilized correctly they are extremely effective.
Most people know they can send an email to someone but with social media they can preface a person using an @ symbol to bring that item to their attention. This is known as being ‘mentioned’ in a social media post. Being mentioned not only allows the recipient to see the post but also others who maybe interested in the conversation to see it, since by nature social media is public.
Other services like YouTube allow you to save and watch later any number of video clips. They also allow you to comment and share them with others within your network. Doing so allows you to customize exactly what you want to see and to view it at a time that suits you. This is very different from the traditional way that broadcast media takes where you need to sit down at a certain time and tune into a certain location.
Todays most successful entertainment strongly incorporates audience interaction, typically using social media tools like Twitter. It is no longer good enough simply to broadcast your message, you need to promote interaction with your audience.
Now ask yourself, what happens with your business communications? Are you taking the old world approach and merely broadcasting everything, or are you allowing users to consume targeted information that is relevant to them? Too much information is just as bad as too little information. Make it easy for people to find what they want.