By Dan Gillmor

We're in an age of data overload, and an excessive amount of of what we watch, pay attention and skim is wrong, deceitful or perhaps harmful. but you and that i can take keep an eye on and make media serve us -- we all -- through being energetic shoppers and members. Here's how.

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By looking at local monthly search volume for key phrases within the messaging, Google can provide data to back up choices or suggest higher volume alternatives. This won’t prevent some PR faux-pas phrases like “leading end-to-end solutions provider”, or “best-of-breed solutions” appearing in the messages created but does put the PR on a stronger footing to provide a data-based rationale for choices made. Biography Based in Hong Kong, Ged Carroll (@r_c) is Greater China digital director at Burson-Marsteller (B-M).

Scan for a couple awkwardly looking at their phones, rather than each other; or find a group of friends and see how many have their phones in their hands. It has become the norm to have your mobile out on the table, face up, to ensure you see or hear each notification. It is nearly Pavlovian. We have been trained by the sound of chimes and crickets whirring, or the flash of light or pop-up window, to immediately look at the resulting message – despite the company we are in. Even in business settings, when dining with clients or colleagues, has it become acceptable to use a mobile phone at the table?

The same principle applies to working with photographers, writers, videographers – any situation where the commissioned content relies upon the credibility of the producer. This activity blurs the lines with created content. The main difference between created and commissioned content is that a great deal of the commissioned content’s value comes from the producer. The audience knows that the producer has made the content for the organization and that is part of the content’s appeal. Getting the balance right The 3Cs is a good starting point for developing a content framework.

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