Who are the new influentials?

From the Engage  Blog:

Corporations and advocacy organizations are struggling to adjust their outreach in the new media environment. Some send press releases to prolific Tweeters and bloggers, conversational style mass emails to press, and grassroots updates to bought lists of regular people. The result: a lose-lose situation where your audience has no love for you, and thus, you have no love for your audience.

Based on my experience, most political and advocacy organizations readily admit they can do a better job communicating effectively. They are eager to change, but they don’t know where to start, so they just lump everyone into one category and guess about how to communicate with them.

Why guess? The key to successful communication is identifying who your audience is, how they like to receive information and what content they will find compelling.

Read the whole post here.