Tips for matching content to the media
FOMO, or “fear of missing out” is a form of social anxiety created by the newest technology. Constant attention to smart phones and especially social media sites leads to a psychological dependence for being online, and an anxious feeling when one feels disconnected. This is fear of missing out.
This new form of social anxiety demonstrates an idea brought by Marshall McLuhan in his 1964 book “Understanding Media: The Extensions of Man”. McLuhan postulated that “the medium is the message”. “Medium” in this case is the singular form of “media”.
There’s content (information you want to deliver), but the medium you use to deliver that content can affect social norms. In his book, McLuhan describes the “content” of a medium as a juicy piece of meat carried by the burglar to distract the watchdog of the mind. People tend to focus on the content, without realizing how the medium that delivers the content changes social norms.
Most recently social media sites have created a new social anxiety called FOMO, and an inability for those affected to separate from their phones (i.e. someone who can’t look up from their phone… they might miss out on a post or tweet).
I want you to understand McLuhan’s concept before we delve into the real reason for this post. This week I found two examples of content-media mismatches.
In one example, the on hold ads we create were pasted into the same company’s monthly newsletter. In another example, a Corporate Chef created videos where he read the product catalog numbers, item name, pack sizes and manufacturer; sort of a very expensive and flashy Product Catalog.
Each medium has qualities that help deliver a message, and you can’t “lift” the content from one medium and just “paste” it on another.
In the first example, printed sales flyers are visual, so more pictures and fewer words help communicate a message quickly. A 50 word on hold ad is way too much many words for a sales flyer. For this client we created a corresponding headline, picture (they’re worth 1,000 words!) and bullet points to put in their newsletter.
In the second example, the very nature of video is to change the linear nature of time and space. A product catalog is an inflexible, linear medium. Information from the product catalog can be used, but shouldn’t be the focal point. The video should provide information and/or entertainment that delivers the message that the sender is an expert and has value.
If you need help creating content for your corporate videos, sales flyers, email responses, blogs and social media feeds we can help. And of course, Ideas On Hold is your best choice for creating on hold messages and auto-attendant greetings.