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If you’ve ever presented at a live event, you’re probably acquainted with this audience. As you speak, you notice that their laptops, tablets and smartphones—originally intended for note-taking—are now being used as a portal to share experiences with their fans or followers. You look up hoping to catch their attention, only to see eyes dipped into their devices and the battle for eye contact is lost!
The audience of today is not the audience we think we know. Today’s audience has the ability to capture each moment through text, video, audio or still images and share them in real time with the hundreds or thousands of individuals in their social graphs.
This is the connected consumer. He or she is connected with other people in vast networks that are rich with interaction. Indeed, the social graphs that connected consumers create are increasingly interconnected, resulting in audiences that also have audiences of their own.
The good news is that your message will go well beyond those in the room and possibly spark a global conversation that might continue to reverberate for weeks.