World domination!! Do it yourself

I was speaking with my friend Kneale Mann recently.  Kneale and I come from the same country called “Broadcastonia”… but he stayed longer, and I wimped out left in about 1996 (I’m such a weenie). But that’s another story for another time.

Today Kneale posted a fantastic blog which encourages readers to think of the Internet as “your investment portfolio”.  It couldn’t be more true!   The Internet is also YOUR communications tool.  It is your palette to do what you will.  People continually delineate between Traditional and New Media – I say, BOTH (no, no) ALL are yours to tap into.   Yes, some of you have trade magazines and newspapers that you need to tell your stories to.  Case in point, another very smart man, David Henderson (also from Broadcastonia), recently launched his latest booked entitled, “Making News in the Digital Era”.  In his book, David says, “The challenge is how to successfully achieve meaningful results through effectively and credibly connecting with audiences and, in particular, the media, both mainstream and online.”

But why stop there?  Here’s the thing… the Internet gives you the ability to BE your own media outlet!  This isn’t news (plant tongue firmly in cheek)… but if you’re listening….I’ll say it again as I say to so many people:  A blog is your own TV-Radio-Magazine-Newspaper all rolled into 1.  And guess what?  You have FULL control of the message – YOU are the editor-in-chief. Wow, imagine that?   And David would agree.  Look at the wonderful work he’s done for Imperial Sugar’s Newsroom!

All the things you want the media to say about an issue, a trend or an event, you can say yourself.   Or what about your customers or partners (like-minded people in your world), maybe they want to weigh in on your home-grown media outlet?  But take heart, it’s not all about YOU. As David says in his book, “Audiences do not care to hear an organization talk about itself.  People only want to know how an organization’s products or services benefit them and bring value to their lives.”

And lastly for this post from David, and one of my favorites from his book, “Who is in the media today? Just look in the mirror. It’s all of us.  The Internet has altered the definition of the very word and has enabled everyone, from everywhere, to have his or her opinions known.”  The best part is this… anyone and everyone can also visit your media outlet and see what YOU think, how your peers are reacting, what other customers are saying.  Compelling, isn’t it?

Okay, maybe you need a little help doing it, organizing it, and managing it.  No matter how you do it… you can do it and you can realize a huge change in your business.  Kneale asks good questions: “If you could see a 20 point increase each year, would you be interested?” and “Are you ready to put some time and resources and sweat equity into your Internet portfolio?”.  So my question to you: “Are you ready to start your own home-grown media outlet”?  Because you really can do it, and with enough time, persistence and commitment, you will see a change in your business.   Trust me.. there are plenty examples of world domination out there!