Rubel then falls into the well-known
Posted: Tue Feb 18, 2025 6:20 am
In his slides, Steve Rubel shows that the consumption of tweets is also time-bound. Many Twitter gurus would have us believe that we all, as communication junkies, should leave a continuous digital tweet trail, but that trail is certainly not followed continuously. At one time of the day, more is followed than at another. People check their messages on Twitter or Facebook after the meeting, and not during that meeting. So it matters at what time you unleash a tweet on your followers.
As a PR consultant, media trap as soon as the balance is made between relevance and timing. More communication messages are considered better communication. If communication messages are your job, it is important to maintain the volume of work. The power of the message therefore lies - even with today's knowledge - in its repetition. Rubel states that you will have to communicate your message repeatedly in order for that message to have an impact. And that brings us back to square one in communication thinking: sending more leads to more effect.
This is at odds with communication rule 2.0, which Rubel himself endorses: Social paraguay phone number list media are not a channel, but behavior . On social media, our behavior is central, and it is about how we as communicating beings can interact with each other using modern tools. Continuing to push conventional communication messages is increasingly less suitable for the changing interactive environment. Yet the professional broadcasters, such as PR man Rubel, continue to believe that more (the same) messages contribute to the acceptance of those messages. The traditional focus on media still wins here over the more innovative focus on interaction.
As a PR consultant, media trap as soon as the balance is made between relevance and timing. More communication messages are considered better communication. If communication messages are your job, it is important to maintain the volume of work. The power of the message therefore lies - even with today's knowledge - in its repetition. Rubel states that you will have to communicate your message repeatedly in order for that message to have an impact. And that brings us back to square one in communication thinking: sending more leads to more effect.
This is at odds with communication rule 2.0, which Rubel himself endorses: Social paraguay phone number list media are not a channel, but behavior . On social media, our behavior is central, and it is about how we as communicating beings can interact with each other using modern tools. Continuing to push conventional communication messages is increasingly less suitable for the changing interactive environment. Yet the professional broadcasters, such as PR man Rubel, continue to believe that more (the same) messages contribute to the acceptance of those messages. The traditional focus on media still wins here over the more innovative focus on interaction.