This idea became even more clear during a discussion by Peter Shankman (@skydiver), founder of Help a Reporter Out - HARO at a recent SPRA luncheon. Speaking about the future of social media in PR and marketing campaigns, his talk highlighted this easy-to-overlook point: emerging generations are used to getting their information in small bursts – 140 characters (micro-blogs like Twitter) or 160 characters (text messaging), which take 2.7 seconds to read.

Too many businesses and organizations have a tendency to over-share and wax poetic about their topics of interest (I know I’m guilty). However, maintaining marketing relevancy demands a new approach.

Relevancy = value, thoughtfulness, and brevity. (And, of course, a kick butt strategy for reaching the appropriate audiences.)