Social media has fundamentally disrupted the media landscape, forcing traditional outlets to confront their operational models and redefine their role in a rapidly evolving information ecosystem.
Having helped many media houses to develop their social media strategies we look at the challenges and opportunities.
The power of the networked audience:
- Uncovering hidden narratives: Social media often surfaces stories and perspectives that mainstream media might overlook or intentionally ignore, expanding the scope of public discourse.
- Amplifying diverse voices: It provides a platform for a wider range of voices, offering a more nuanced and representative view of society than traditional media alone.
- Challenging editorial norms: Social media scrutinises established editorial standards, prompting media organisations to re-evaluate their values and ethical practices.
- Fostering direct engagement: It creates a direct channel between media organisations and their audiences, enabling real-time interaction and feedback.
- Driving social change: It allows media to tap into ongoing conversations, understand emerging social trends, and connect with previously inaccessible communities.
Despite these transformative benefits, some media organisations remain resistant to social media, either dismissing its importance or failing to grasp its true potential.
From passive consumption to active participation:
Previously, we explored audience identification, adaptation to changing behaviors, and the shift towards digital-first newsrooms. Building on this, we now delve into the strategic integration of social media.
The evolution of media engagement:
- The “broadcast/publish at” model (outdated): This model treated audiences as passive recipients of information, with little to no interaction. It represented a top-down approach, reflecting the perspectives of media owners and editors.
- The “engage on our terms” model (transitional): This model offered limited interactivity, such as controlled debates and moderated online forums. Audience participation was carefully curated.
- The “participate in” model (current): This model embraces audience engagement as an integral part of the editorial process. Stories are shaped by real-time conversations happening on social media and in communities. This model priorities audience needs and fosters a collaborative news ecosystem.
Implementing a social media strategy:
The “participate in” model requires a proactive approach:
- Dedicated social media expertise: Modern newsrooms need a dedicated social media editor or team to monitor online conversations, identify emerging trends, and facilitate audience engagement.
- Integrated workflow: Social media insights should be integrated into the news production process, influencing story selection and development.
- Active engagement: Media organisations should actively participate in online conversations, sharing content, stimulating debate, and providing real-time updates.
- Utilising social media tools: Newsrooms must research and use the latest social media monitoring tools in order to keep up with audience activity and track news developments.
- User-generated content (UGC) management: A clear process for monitoring and verifying UGC is crucial for maintaining accuracy and credibility.
- Cross-promotion and revenue opportunities: Social media should be used to promote content across platforms and identify new revenue streams.
By adopting a proactive and audience-centric approach to social media, media organisations can strengthen their connection with their audience, enhance their credibility, and secure their place in the evolving media landscape.
