A Week In Digital – 4th May 2012

Here comes Prismatic.  Move over Twitter?

Prismatic Logo

I have always been amazed by Twitter.  The sheer scale of the world’s favourite micr-blogging site is staggering – 140 million tweets per day and account with millions of followers.

But as a marketer, I keep coming back to the question of how can you get your voice heard in such an environment.

I follow around 350 Twitter accounts, and the volume of tweets that I receive is colossal.  How people cope with following thousands, or even hundreds of thousands of accounts is beyond me!  I always worry that I will miss something really important or valuable because the proportion of tweets that I actually read versus the ones that I receive is tiny, and I’m sure that is true for most Twitter users.

Twitter’s growth has become a challenge for marketers.  The amount of noise on Twitter makes it very challenging to make your voice heard to your followers.

But a platform called Prismatic might just have the answer.  It is a system that delivers content directly to you based on what you share / retweet on Twitter.  It then takes these topics and searches the whole web for similar content.  It is soon to incorporate the subjects that you share on Facebook, and I guess it is only a matter of time before Pinterest, YouTube, etc are integrated into Prismatic.  Here is a screenshot of what it looks like:

Prismatic Screenshot

So, what does this mean for marketers?

  • It means that it is now more important than ever to do all you can to get your content shared on Twitter (and other social networks).  To Prismatic, this would make you a credible source, but more importantly, your message will be spread beyond your direct audience.  This is a social media principle which we are already well aware of.
  • I would assume that Prismatic would use a search engine based system to pull content from the web and deliver it directly to you.  So, your SEO needs to be in top condition to be noticed by Prismatic and other content sharers.  Again, this should be something that we are already well on top of.
  • And finally, the strategy for Twitter and other social networks should be geared towards becoming a thought leader.  This will deliver strong scores for organisations such as Prismatic.  Again, no news here.

The digital world is a fickle place – whether Prismatic will receive any traction with consumers remains to be seen, and it could be argued that they are merely providing an alternative service to Flipboard or StumbleUpon.  However, these content filtering sites will continue to gain popularity as social networking growth continues exponentially.  There is possibly just too much information out there being posted to get your message noticed.

What do you think about Prismatic?  Is it likely to take the web by storm?  Will content filtering sites become the next big social media theme?  Let me know what you think!

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