When Everything Becomes Bigger: Volume


One of the hardest and most frustrating feeling today is volume of change. Not just the internet work but how it influences everything else. The way we communicate in business is simply growing beyond our ability to handle. This is because most of us are still operating with old techniques and skills. We can’t handle 100 or 1,000 times the customers by speaking to everyone as we did before the digital transformation. We simply can’t read 1,000 times the blogs and eBooks. This is even true for mailing responses. Simply put, we have to change how we work individually. I had an old MARCOM manager which actually erupted in a meeting saying: “words, words, words, f@*k IT! (blowing a raspberry), I don’t want you to write so many long blog articles”. Her perception was for management to approve every blog article, every message and every tweet. This came from the days where press releases were carefully crafted and came with a meeting between marketers and executive management. Once a company president told me: “you can’t speak for the company, you are just a content manager, take care of WordPress and leave the message crafting for me”. So what is the solution for adopting to the world with thousands of time more words? For hundreds of sources?

How Do You Handle Digital Volume?

In order to handle this change in volume, you need to first accept this fact personally. If you can accept this on individual personal terms, you can start benefiting from the way we work today. Essentially focus on reading, listening and understanding quickly. Then focus on responding to what you can respond. If you can only do this on a single social media app (i.e. Twitter, LinkedIn) or just read a few blogs in your specialty area, that will be a start. If you want to see more of what is available in your specialty area, do that with focus.

The first thing you will notice is how massively targeted messages and content spreads. Once you do that, it will give you an idea how you can benefit and work towards your goals. Essentially get to feel how you respond in terms of scale. This will also give you an idea what the other side expects. The message volume between two people depends on many things. Each person will have her/his own volume perspective. Don’t read too much into this.

What is the Acceptable Volume in Your Sector?

The volume which communication runs in each sector and channel is not hard to estimate. Look at the comments on Twitter, Facebook and Instagram. If the response volume is large, essentially hundreds of likes or clicks, and eventually slows down, don’t try to comment where there are too many others. The interaction is among people who are already noticing each other (Tweets, LinkedIn post). The nature of some people is to join large groups. While others will answer you individually. Regardless of what you want, one policy is to go with what you know. In general, reaction volume are going up in every sector and with younger and more enthusiastic workers and managers, reaction volume depends on our ability to work.


The image above is an old one. Google analytics from an old blog which ten years ago amazed me and others. One month I had a huge spike, also the pictures were more popular than the writing. Once you actually do the work or manage it you will realize how much you need to learn and how useful it will be to your profession.

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