At the back end of last year, a research study in the US showed that social media had overtaken print newspapers as a source of news and that if added together social media and news websites are catching up with TV as the dominant source of news.
Social Media for All Ages
Of course, there are significant variations across different age groups. TV is by far the most popular news source for adults aged 50 and over, while just 16% of 18 to 29 year olds and 36% of 30 to 49 year olds say they often get news via television. Among the youngest adults (aged 18 to 29), social media is the most popular platform for news, and for 30 to 49 year olds, websites are the top news source.
It is common knowledge that the internet has disrupted the ways in which we access news and whilst the rights and wrongs will continue to be debated amongst big news publishers and social media brands, businesses need to take control of their output today. Brands are just as vulnerable to the reach and enduring impact of online output as individuals and marketing teams need to be vigilant about their how they share their own content.
Consistency of Communication
Brand guidelines and tone of voice recommendations can only go so far in keeping the professionalism in corporate social media broadcasts. The effort and resources employed by old-school publishing companies to ensure consistency, accuracy and appropriate use of language are often not dedicated to today’s posts and uploads. Budgets are stretched, time is short, and the average social media team will not simply not have had the same communication experience.
Just because it is easy to post does not mean that a level of care and professionalism should not be applied to any brand’s output. The reach, and subsequent impact, of social media are the reasons to instigate a process and to add strategic expertise to a corporate social media strategy. This is where using a consultancy to add advice and assistance can be helpful.
Outsourced Strategic Communications
As well as helping to shape the key messages and news hooks, outsourced expert help can provide oversight for consistency and accuracy of social media output, without losing the spontaneity or topicality that can give messages a contemporary dimension. Promoting your own news on your website and across your social media networks is an essential part of any PR plan and it is essential that the messages to be conveyed within your news output remain aligned with the objectives behind the news story, whatever the news medium.
SRF has the skills and experience to provide strategic oversight for your social media output and to help you keep your online communications aligned with your brand values and commercial goals.