Search Is Information Based
There are two primary ways a digital participant finds content across the digital cloverleaf (paid, owned, earned, social properties). One scenario is to initiate a search using a popular search engine such as Google. Most recently Google has tweaked their algorithm to reward authority and quality of content as opposed to what is considered to be of lesser quality such as link farms. This move presents an opportunity to communications professionals and who can provide quality content which can land in a respected earned media property which wields authority. Search activities are usually information driven meaning a digital participant is seeking specific information. The results of their targeted searches which are increasingly ranked by authority and quality dictates what they will amplify to their own networks using either e-mail or a variety of social platforms to spread the information.
Social Is Influence Based
Media is also found (and talked about) on a variety of social platforms ranging from blogs, message boards, Twitter, Facebook etc. The attention of a participant is obtained typically through a “stream” or “friend” of a connection. Media is then digested and shared generating conversations. If enough conversations are generated, these result in the formation of signals which register across the digital media cloverleaf. In this scenario, digital participants are influenced by their connections to digest, amplify and discuss media.