Twitter passed the 2 billion tweet mark in May. That’s huge. Like the rest of the web, it’s growing exponentially, which means it’s becoming increasingly difficult for people to hear what you have to say. The way I see it, you can do one of two things to be heard:
- Speak louder; or
- Get closer to your audience.
Sometimes speaking louder works. It catches people’s attention momentarily because you cut through the background noise. But stay at that volume long enough and people will tune you out as quickly as they tuned you in.
Other times, getting closer to your audience allows your message to spread farther and faster with less direct effort from you. But getting closer requires that you cultivate a longer term relationship with your audience. There’s no way they’re letting you get that close that easily.
For those of us with busy schedules, it’s easy to default to speaking louder. I’m willing to bet it’s what most busy people do. Except here’s the kicker: most of us are busy too. And we’re all adding to the collective noise level.
The takeaway: Take a look at your usual behaviour. Are you the type to raise your voice to be heard? Or can you whisper to those closest to you and have your message spread through the room? There’s no right answer here, but think about which approach you take and why. Does it work for you? When could a different approach work better?