Authority in the Age of Overload
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The document outlines the evolution of authority in the digital age through three acts: commercialization (1994-2002), democratization (2002-2010), and validation (2010-present). Initially, media power was held by conglomerates, but over time, accessibility and social networking have transformed content creation, leading to information overload. The text emphasizes strategies for leveraging digital platforms, such as elevating experts, curating content, and effectively utilizing data visualization to engage audiences.
Authority in the Age of Overload
- 1. INSIGHTS @ EDELMAN DIGITAL AUTHORITY IN THE AGE OF OVERLOAD CURATED BY STEVE RUBEL, EVP, GLOBAL STRATEGY & INSIGHTS Photo by wallyg
- 4. ACT I: COMMERCIALIZATION (1994 – 2002) During the Internet's early days, publishing is costly and inaccessible to the masses. Media conglomerates invest to extend their authority into the digital realm. The dot‐com boom gives rise to a few new players. 4
- 5. ACT II: DEMOCRATIZATION (2002 ‐ 2010) The financial and technical barriers to publishing evaporate, democraHzing content creaHon for millions ‐ first in the US and, later, globally. Simultaneously, we see dramaHc shi`s in trust. 5
- 7. ACT III: VALIDATION (2010 ‐ ) Later, the accessibility of publishing technologies and the simultaneous rise of social networking creates overload issues: both of informaHon and “friends.” The public seek experHse across a diversity of sources. 7
- 14. THE MEDIA CLOVERLEAF: A VIRTUOUS CYCLE FOR AUTHORITY Tradi2onal “Tradigital” Public Engagement Owned Social 14
- 15. THE CLOVERLEAF: TRADITIONAL MEDIA Tradi2onal “Tradigital” Owned Social 15
- 16. THE CLOVERLEAF: TRADIGITAL MEDIA Tradi2onal “Tradigital” Owned Social 16
- 17. THE CLOVERLEAF: OWNED MEDIA Tradi2onal “Tradigital” Owned Social 17
- 18. THE CLOVERLEAF: SOCIAL MEDIA Tradi2onal “Tradigital” Owned Social 18
- 21. ELEVATE THE EXPERTS IdenHfy a cadre of deep subject‐majer experts – internal or external ‐ who can culHvate new ideas and engage in meaningful conversaHons around them. Fan them out across the media cloverleaf. 21
- 23. CURATE TO CONNECT This is the age of the digital curator: those who can separate art from junk. Now is your opportunity to own your zone. IdenHfy an under‐ served niche and frame it up the way you want it to be seen. 23
- 24. CURATE TO CONNECT 24 *Qualcomm is an Edelman client.
- 25. DAZZLE WITH DATA The Internet is rewiring our brains. We increasingly favor content that is fun and visual. Data visualizaHons and infographics not only capHvate, they also convey experHse across the media ecosystem. 25 *eBay is an Edelman client.
- 27. PUT PUBS ON HUBS Many businesses publish posiHon papers, presentaHons, CSR reports and more. However, these o`en live solely on corporate web sites. SyndicaHng these to document hubs also can build authority. 27
- 29. ASK AND ANSWER The media increasingly seeks out experts on social planorms, such as Twijer and dedicated Q&A sites. Consider making social media 1% of 100 people’s job, not just 100% of one. Ask and answer quesHons. 29