If you are part of the media and need to know what is coming in the near future, then it is an important moment to review your newsroom management and organisational policies and procedures. Take a look at how your company has been allocated, with such media as publications, social networking sites, and online resources, and be sure to have them worked into the daily newsroom operations plan.
What Is Social Networking?
The “social networking” phenomenon is very real and more news companies are harnessing its potential for media-generated impact. Social networking includes all that is related to the production of news content, including Facebook, MySpace, YouTube, blogs, and My Record. The list is long and growing, and the media giants who are familiar with these platforms are poised to use them for mass communications. The media business is about self-expression and distribution of information to a mass audience, and is a huge operation.
That is why it is of so much importance to learn what “social networking” means and how you can take advantage of it to produce more meaningful and interesting content. Many media outlets and brands have already decided to tap into this medium, and others are likely to follow.
Social networking is not really new, nor is it something that everyone is interested in. In fact, it has existed for years and as a culture it continues to evolve, becoming more sophisticated. The explosion of social networking is an exciting development for companies engaged in the media, and the media itself.
How Can The Media Use Social Media Effectively?
So, how does the media to tap into the social networking phenomenon? That is the million dollar question. At present, the most common approaches to communication are in the form of “traditional” press releases, articles, and websites that are “inbound”. These are really the first three steps in the “social networking pipeline”.
often this can lead to a link to the corresponding social network profile page. In this way, the content is “inbound” in that it goes out and finds its audience.
Inbound links are vital to success in the first step of the pipeline, because they are the ones that provide the audience with access to the content. Content marketers are constantly under fire from competitors for underwriting content, since competition is such that they need to outdo one another.
What is critical is that the content is well written and valuable. It should tell a story that makes it stand out in a sea of information that appears as news content and in a wide variety of formats. A common problem on the internet is misinformation.
Managing Social Media And Its Challenges
Misinformation is often spread by those looking to misinform people as well as causing discontent and panic amongst communities. It is often facilitated by online “trolls” as well as by agents from government with cyber units looking to disrupt the online activities of people from other countries.
As with many things, the media company gets the lion’s share of attention in the first step, but once it has found a “niche” in the market, that content will get distributed by the other resources. Thus, there is an ongoing process that feeds into the next three steps. These feed into each other to provide multiple sources of content for the audience, helping to make media-driven content more durable and trusted.
Not all media platforms are the same, however. Some are known for their information content, while others rely on advertising, since they do not generate as much information. The interesting thing about the current media landscape is that there are some media outlets that are strongly dependent on social networking and the marketing of content, while others are fully devoted to their advertising and also receive a great deal of information as it is being distributed. The media business is a highly dynamic place and getting a good handle on how it works is crucial for the media company that cares about creating a successful business