Speaking of Google (and, with the launch of Google+, who isn’t these days?!), much has been made over the years of Google’s constant fine-tuning and improvement to its patented PageRank link-analysis algorithm, which has become the search-engine industry benchmark for web-page ranking.
Not to take anything away from Google ( 
… as if we could!), but here at mediamindshare we’ve also developed our own sort of “algorithm” that we are also are constantly fine-tuning:
concise message + clearly defined community + most appropriate platform + timely delivery → media mindshare
Obviously, we’re kidding … it’s not really an “algorithm,” more a kind of experience-based, in-house “formula” that we’ve come up that has served us and our clients well over time.
In explaining what we mean by this formula, we have to stress what may seem obvious to most, which is that one cannot have a successful strategy without first having a clear objective. And, when it comes to media strategies, that objective cannot be too broadly defined — as “increased sales” or “greater market share,” for example — because while those are highly desirable goals for any organization, there are simply too many other variables involved for a communications strategy to be able to produce such results solely on its own.
That’s why we define the ultimate objective of any successful media communications strategy as “media mindshare,” that is, the achievement of leadership positioning for your organization, product, service or idea in the minds of those who produce, consume and share media content within a defined community, market, industry or profession.
And, our experience has shown us that the elements of this “formula” are critical to attaining that objective — in fact, if any one of those elements is missing [concise message or clearly defined community or most appropriate platform or timely delivery], then your ability to attain the goal of leadership recognition through your media strategy can be severely impeded, if not doomed to failure.
Simply put, one needs to take great care in developing a very concise message, tailored for an explicitly defined community or target market or audience, and then ensure that the message is delivered in a timely manner over the most appropriate media platform for reaching and engaging that community.
All the bells and whistles and goo-gahs of creative strategies and the latest technology platforms matter little, if these elements of your media strategy are not in place. And believe us, there are a LOT of media strategies out there that simply don’t work because inexperienced individuals caught up in the allure of the latest technology platforms overlook one or more of these simple, yet critical elements of media success.
In our next four blog posts, beginning after the August holiday break, we’ll walk you through these four elements …
… and tell you why each is critical to success in your media strategies and to your ability to attain “media mindshare.”
Elements of ‘media mindshare’:
● Why some strategies work … and others don’t!
● Concise message …
● Clearly defined community …
