08 Feb 2016

My partner has recently started a new venture called “to do’s done”, helping time-poor professionals and families with the tasks at home that never quite get done. This got me thinking; why is it that we live in an age of unprecedented technological advancement yet it feels like we have less and less time in our lives?
The paradox of our “time”

You could argue the generally poor economic conditions are making people work harder than normal or it is just a “perceived” lack of time. One of the things that all this progress in technology was supposed to do was to free us from our work lives a bit and gives us more leisure time. This may be something that happens in the future, as the “internet of things” becomes a reality, but I would suggest that right now we still live fragmented time poor lives. One of the reasons for this is the growing flood of data that is all around us. It is complex in structure and is forcing us and the companies we work for to re-organise ourselves. Gillian Tett argues in her book “The Silo Effect” that we need to break down the silos, social groupings and departments at work in order to re-classify the world we live in, i.e only a significant cultural change will allow us live more successful and meaningful lives.

How does this play out in the world of social media and lightning speed communications today? The growing flood of data comprises the deluge of advertising, emails, tweets, blogs, discussion forums, online chats, podcast updates, app alerts, videos and Facebook status updates that we deal with on a day to day basis. You know, that graphic about what happens on social media in sixty seconds which is then rendered out of the date the second you view it. If you are reading this and you have got this far, millions of tweets have been posted, that funny cat viral has nearly broken the internet and thousands of people have signed an online petition asking parliament to debate the funny cat viral.

If you work in communications and PR you will know this presents a significant challenge. How do you make sense of the noise and identify the content that is “relevant” to you? How do you uncover the real influential voices and report this back to the boss on a regular timely basis? Typically we rely on technology to answer this question for us – the myriad of online tools, alerts systems and software out there is staggering. Language itself is evolving and the volumes of data can often be very daunting for in-house teams tasked with analysis and reporting.

Social360 believes that the process of programming algorithms to look for things, analysing and then reporting them should be outsourced to a monitoring specialist. This saves considerable time and effort for the comms team and means they can get on with the more interesting parts of the job like developing messaging, talking to journalists/influencers and optimising messaging and communications overall. By empowering communications people to do their jobs, those specific individuals won’t need to call “to do’s done”. We are hedging our bets at home…

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Giles Brown


Giles has over ten years of experience in sales and marketing within the B2B media marketplace. He previously worked for United Business Media group across a range of mediums largely within the TMT sector. Giles has managed large-scale social media monitoring programs within the natural resources, pharmaceutical, financial services, defence and retail sectors.

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