Wednesday, January 25th, 2023 - TrickJarrett.com: Be excellent to each other.

Jon Stewart discusses our Classified System

1/25/2023 8:32 am | : 1 min.

The media is chasing the classified documents fiasco like it's spy vs. spy, Trump vs. Biden. But on this week's episode, we're breaking down the absurdity of a national security system that makes it so darn easy to hoard classified documents. We're joined by Matthew Connelly, professor of history at Columbia and author of "The Declassification Engine: What History Reveals about America's Top Secrets," who gives us the inside scoop on how unwieldy our system for keeping state secrets has become, who it's really designed to protect, and how we might revamp it so that it actually, you know, can keep a secret.

The Declassification Engine by Matthew Connelly

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| Tags: us politics, us history, jon stewart

Content purpose

1/25/2023 9:06 am | : 2 mins.

Originally posted this to LinkedIn this morning. I am trying to get better about utilizing that social platform:

Found myself thinking about content and metrics this morning on the way into work. I think too often the simple "one set of metrics for all content" is adopted, to the detriment of the content and the professionals creating the content. Instead it is important to recognize the purpose and goals of each piece of content, both in the creation of the content, but also in the measuring and evaluating of the content.

I break them down into four possible "purposes":

Business purpose: Information which needs to get out but is not expected to drive any serious engagement or actions

Awareness / Engagement: Content which is meant to drive shares, comments, likes, etc.

Invisible CTA: When the content is driving to do things which aren't directly trackable but may be seen in other areas (sales at stores, etc.)

Direct Call-to-Action: Click a link, watch a video, essentially do something which we can track and measure that goes above like/comment/share.

There is obviously overlap between each of these, but I contend that the main thrust of content can and should be in one of these four, and from that the metrics which the content which is measured and evaluated derive, while also taking into consideration the platforms and mediums.

What do folks think? Is this a good split for purpose of content?

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| Tags: social media, content strategy, linkedin crosspost