I have beat my head on the wall to find a word to replace the static nature of our current lexicon. Marketing does not work because by design it is finite; it assumes its product information reaches a market and that’s the end of it. Social media, is just as encumbering because in effect, it implies boundaries to commercialism. The truth of the matter is cloud-computing grinds forward and nary a system has been conceived to help business adapt. Mark my words the future of businesses will be marked by their effluence; their skill at ensuring that their information flows, speed and breadth. No information will ceases to flow, even if trickling forward.
Effluence is what cloud-computing has wrought. No application offers this at the moment. The cloud permits public and private applications to flow; there is no stopping effluence. Marketers must know the keys that cause the data to move forward. Massively and fast. Some say it’s creative. Some say its authenticity. Some say its algorithms. Some say its tribal insight. No one agrees; but, in the end it is people that make it flow. They must be understood; data must be intuitive, the content must intuitive, the context must be relevant (that’s actually an oxymoron).
The problem is most companies’ effluence is occuring at a trickle; this is not necessary. There are cues that prevent data from moving forward with more than a trickle. They must first realize that people are the media. The people who buy and the people who sell–everyone. The media is not the media. The apps are not the media. All require action on the part of people to make the data flow. The internet is populated with stagnant tiny puddles of data; Google calls it “low quality”. To some extent they are right.
Everyone is a producer of data. Everyone is pushing the data forward. Producer and media are the same. It is an even playing field. So how do you give propulsion to your data? Effluence.
I am on the march to develop the app of the century to enable data to flow, fast and widely. Brands, products, creations, services will find this organic system simple and begin to navigate, navigate, navigate! Effluence™, now trademarked. And in development (also eflooNz™, FFluenz™)
Is this author the next mega-girl-geek? I dunno. But I won’t be wearing irreverent t-shirts when I get there! I start a new Mega-geek style that has effluence.
Which brings me to Klout. It measures numbers, all which can be gamed. Influence that is based on syntax and numbers is fleeting. Your ability to make data flow forward won’t be based on insipid talk and social pressure. It will be based on real, deep, unfooled around with ability to make it move forward. Real clout will find its way naturally, unforced, powered by human will.