![]() Is tea a sustainable industry? And there would be other questions like these. If we had then used these same words and moved on to stage 2.0, the focus would have been on “topics and questions of interest” such as which are the premium tea brands? Is English tea the best in the world? Or did the English leave their mark in other latitudes and is that the type of tea I should drink? How is tea grown? I would also add tea as an antioxidant varieties of tea ranging from Ceylon, lapsang, earl grey, green tea and the health benefits of tea. If a decade and a half ago I were monitoring a keyword, for example related to tea, surely my keywords would have been tea, tea time, benefits of tea, tea harvest, countries that produce tea, tea varieties, teas Chileans drink, among many other concepts. In other words, if I were responsible for a certain industry, then I had to monitor the words linked to it.įrom these early keywords, the virtual world moved on to “topics of interest.” Let me give you an example that is sure to offend no one. This monitoring first helped to focus a brand’s network strategy, and then became an indispensable input. It was simply keyword monitoring finding which keywords were associated with the company. When the social networks – Twitter and Facebook – took over the web about a decade and a half ago, what was in use at the time was what we might colloquially term a “bread and butter” or “commodity” approach. Our objective is to continually engage and hold the interest of stakeholders across the broad panoply of companies and industries we serve. This is the point of view our team has used for several years as we develop digital strategies that are properly adapted to this increasingly liquid virtual world. “We are like mammals, emotional beings that use reason to justify or hide the emotions our actions take place in.” And in the pandemic this has become abundantly apparent. Humberto Maturana maintained that it is not true that human beings are rational beings above all. There is much more than information and ideas to be found on these networks. ![]() ![]() This means that we have to develop a real ability to accurately read and understand the new codes and signals coming from the crowded digital ecosystem. Quite simply, why? Because digital marketing and social networks are the epicenter of change in today’s world the place where what works one day stops working the next, a space with and without rules that does not abide manuals or strictures, and only prizes attention and the ability to flow.Īnd social media dynamics are proof of this, with their ever-changing daily challenges and shape-shifting agendas as life goes on. I find what lies behind his statement fascinating. And in these times of pandemic, social upheaval and climate crisis, clearly this premise could not be any truer. Even back then the naturalist was saying that rigidity, in any kind of undertaking or enterprise, would always be a stumbling block standing in the way of progress. It is the one most adaptable to change.” And now, almost 150 years on, Charles Darwin’s famous statement makes more sense than ever in a world awash in challenges. “It is not the strongest of the species that survives, nor the most intelligent that survives.
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