I am sitting here wondering what is the main thing that makes this new media world so exciting?

There are plenty of options to choose from of course but what is “that one thing?” The one resounding thing that really makes this stuff special and truly a NEW form of media?

There are many choices, accessibility being the obvious one. I know that sounds simple but it is really quite amazing and consequential. Never before in the history of civilization have people had the ability to voice their opinions to so many so freely. Never before have people had so much information quite literally at their fingertips.

Take for instance all of the writers out there that can now have their work viewed by as many people as possible. No longer do you have to wait to be published. Publish yourself! Choose a topic and make your opinion known. Tell your story. Sure in the past you could mail out manuscripts and HOPE to be published and get an audience for your work but now it can be available to EVERYONE INSTANTLY.

Imagine the young student that can now research and complete an entire research paper from their couch using their laptop. Remember when research actually required travel? Long trips to the library hoping to find what you are looking for are a thing of the past.

Forget writing a single paper, you can even complete an entire degree program online and and choose between physically attending the graduation ceremony or just having the diploma mailed to you. Receiving a Bachelor’s, Masters or even Doctorate degree can all be done online.

See something interesting on TV? Google it and within seconds you can have the background and history of whatever it is right in front of your face. Watch a video on the topic of your choice while also reading over the history of it on Wikipedia (check the sources.)

Inevitably, as awesome as all of this is, the new media will eventually begin to feel like regular media in the way that gifts under the Christmas tree lose their shine and become boring after a few weeks. It will soon begin to “fit in” and just be another source of info. For a lot of people it already is.

One of my interests (and career aspirations) lies in Digital PR and Marketing. The challenge there is to incorporate Social Media (Facebook, MySpace, Twitter etc…) into effective PR/Marketing campaigns. Many companies are using the same old media method of shoving their message down your throat in hopes that you will eventually swallow. 

Problem? People utilizing the new media are smart and this isn’t anything like the old media. Your horribly uninspired commercial message can be filtered into a SPAM folder or nailed by a pop up blocker before anyone even sees it. People are exposed to what they choose to be exposed to online and they go where they want to go. 

The challenge?

Be where they want to be and be a part of what they want to be a part of without seeming like you are an outsider.  Maybe try being honest and real?

Read this blog post by Eric Weaver, VP Digital at Edelman Seattle and then read the following response from me:

People are better than ever at recognizing a “PUSH.” Actually the term PUSH reminds me of a couple of terms used in the pro wrestling world, “WORK” and “SHOOT.”

I know, bare with me.

Something is a “WORK” if it is fake and scripted and done to achieve a specific goal like 99% of wrestling is. However, when it is real and unscripted and occurring by happenstance or when a wrestler is telling the truth and not in character it is referred to as a “SHOOT.”

Guess which gets more attention? Just go to YouTube and search for “shoot interview.” Tons of views, attention and interest from the wrestling community.

The UFC is quickly becoming the most interesting and popular fighting sport. Why? Because it is or at least perceived as being real, spontaneous and relevant.

Companies need to stop trying to ‘WORK” the crowd so much. Social Media needs to be a place for companies to “SHOOT’” more and “WORK” less.

Social Media is the UFC of media. New, real and relevant. It can’t be treated like an old form of media.

Being real counts for a lot to today’s consumers and the emerging social media allows companies to embrace that. I know I can spot a spam scam a million mouse clicks away and I steer clear.

Companies should not fool themselves. These days it is common knowledge that wrestling is fake, politicians pander and your post is totally fake.

Your not fooling anyone.