Why Digital Leverage Matters

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Over the weekend we have experienced digital disruption in politics. No matter which side of the political divide you find yourself, the best side is to be an observer of the successful strategy and tactics used by both President Trump and The Women's March on Washington. My hope is you will see their use of Social Media as a learning lab that displays how effective social media can be. You can then reflect on how you can leverage lessons learned to disrupt your organization before your competitor does it to you.

President Trump has leveraged Twitter to employ newsjacking of real-time coverage of his administration. The impact to news organizations as well as public companies proves that he understands the power of the Tweet. West Coast corporations have tasked teams to stand watch through the night to be ready to respond to news from his twitter feed. With jobs and stock prices at stake, the President's consistent early AM Eastern publishing schedule has everybody on alert. 

The Women's March protests in Washington DC, around the country, the world and on 7 continents began with a grandmother in Hawaii and grew to millions. It started with a single post on Facebook. Online platforms provided a frictionless foundation to organize. Virtual community-building tools were leveraged to grow the movement organically worldwide.  

Leveraging What We Have Learned  From These Two Disruptions

Sharing  

LIKING is passive, SHARING is active. Both sides use SHARING to grow and expand. Those who follow the President Retweet, a form of SHARING. The Women's movement used Facebook's SHARING function.

How can your organization engage a community through sharing? 

Visuals

The images and videos from the march and the images of the crowd provided powerful testimony: If a photo is worth 1,000 words, a video clip is worth 100,000. 

How can your organization incorporate live video to create a powerful impact through storytelling? 

NewsJacking

The President's team as invoked author George Orwell's term "Alternative Facts" to describe the content they publish. Starting a conversation gives them a first-mover advantage. 

In times of crisis, how can your organization leverage communication channels to get in front of the story?

Frequency

The President can be counted on to publish a post each day. It's become a normal expectation. It has shifted attention away from the channels platforms and timeframes we have come to expect.

How will your organization find your perfect audience and what will you do to draw them near?

From Reality Show to Real-Time

Both sides are using entertaining video to show what's happening right now. The sharing happens immediately across the globe, forcing a disruption of our ability to process what's happening.

How will your organization adapt to the firehose of inbound information and stay ahead of your competitor's ability to reach farther, faster to your market? 

 I use social platforms to engage, not for taking sides but to learn from both sides. You don't need a book titled, Digital Disruption for Dummies to understand the topic. The only learning resource you need is your social media feeds.