How can we keep up with media's evolution?

What does the future of media hold? There is quite a bit of speculation, illustrated well by this New York Times article, in which Eric Pfanner paints a picture of the New Digital Age. There have been many predictions, but of this we can be certain: change is inevitable.

Digital technology has allowed everyone to create and share content. With a world full of publishers, it has become increasingly essential for digital communicators to differentiate themselves from the pack.

Thanks to our social networks, our messages have the ability to be shared with thousands of people all over the world. In order to extend the reach of a message, digital communicators must be familiar with different platforms, and feel comfortable adapting their messages to fit.



We have much more access to a wider audience, but how do we get a message across that will stick? Take Twitter for example- massive social movements have budded out of this platform and raised awareness for so many different causes. #JeSuisCharlie is an excellent recent example that supported French freedom of speech and freedom of the press after a massacre at a satirical newspaper.

Taking calculated risks is the job of social media experts, advertisers and journalists alike. Social networks can be looked at as data analysis. By measuring the positive responses different approaches have, it is possible to fine tune what we share as communication professionals. It is important to try new things, because people are getting accustomed to rapid changes.