Balancing Meaning with Buzz
Organizations tend to release information to the Internet only when they want to say something specific — that is, when they have a message to broadcast. However, the Internet is a poor broadcast medium. It’s a community of voices or at least a two-way dialogue that’s open to others. Unless you can find a way to make your message attractive or “buzz-worthy,” you don’t have a hope of gaining traction with that message online.
When you strike a balance between infusing your content with meaning and making that content appealing enough to share, you become infinitely more trustworthy online. Many people, not realizing the impact of what they’re doing, are treating their online content like sales propaganda. In the realm of online ideas and reputation management, the more trustworthy you are, the more people will align themselves with you — they’ll sing your praises to friends, and come to your aid when your good name is slandered. You really do get what you give online, so give substantive content that’s framed in a meaningful context.
The only way you can stand out is to create something truly valuable for your audiences and do it in a way that’s charming, funny, expressive, powerful, or otherwise engaging in some way.