Recently I was asked to give a presentation to community newspaper editors from around New Zealand about the importance of embracing social media.
In today’s media environment, newspapers are facing serious challenges with traditional advertising declining – and advertisers favouring digital marketing methods.
Digital technology has played a big part in disrupting existing systems everywhere – and a lot of people are uncertain of what the future holds for their industries. As I told delegates at the NZ Community Newspapers Association conference, how to cope is to understand the disruption and look for the opportunities.
In a nutshell, you need to move what you do best into this new technology in a way that’s flexible, open to change and consideration, doesn’t break the bank and can figure out how to make profits as you go.
It’s not about the platforms you use – it’s about engaging your audiences and providing them with relevant content. The internet is simply providing you and your brand the opportunity to interact with your audiences on a daily basis, offering them valuable and relevant information. The key is to create content that appeals to your audience to drive up engagement.
At its heart, social media is simply about communities. It’s about sharing information and encouraging dialogue in often hyper-local (but often geographically-diverse) online groups, with people sharing a common interest. These groups have the ability to connect with and reach others across the globe.
When it comes to your business, social media is about reaching a much wider, or additional audience to your existing market.
The key to success in social media is to know what you’re about – what’s your vision and your role? Does this need revisiting in a changing environment? The opportunity is that you have a new and exciting platform from where to fulfil your role and achieve your vision. The worst thing you can do is to ignore it.
If you need help with your digital media strategy, or need advice on creating great content, send us an email or give us a call. We’d love to talk to you.