Living in Internet Time
I was looking for some information this morning for a call with a client who is engaged with an 24-34 year old audience. The more I looked, the more a thought hit me. They live in internet time. So should my data and my strategy.
Research studies done over 3–6 month periods are inevitably becoming increasingly meaningless at the end of those 3-6 months and especially the strategies that are extrapolated from that research. Don’t believe me? If I gave you a social media research document and strategy from six months ago, would Facebook be at it’s core? Just look at what has happened in the last 3 months with the MySpace and Facebook audiences. Flexibility is becoming a key ingredient as things happen in internet time, and flexibility in research, strategy and execution needs to match the time line to be relevant.
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