SOCIAL MEDIA IN MEDIA RELATIONS

The following content is only used for ARL206 week six

Either:

  1. Find four journalists/reporters on social media (from different media outlets) and start following them. Comment on the type of content they share and who they engage with; or
  2. How can PR practitioners use social media to build or strengthen media relationships? Are online media relationships as important as offline media relationships?

Find four journalists/reporters on social media (from different media outlets) and start following them. Comment on the type of content they share and who they engage with.

Social media has been growing from friend-based communication platform to an all-encompassing tool for digital content. In the process of digital evolution, technology advancement as well as a shift in news preferences, media houses have resorted to using social media in for gathering information as well as broadcasting content. Media houses are using social media to reach a larger audience. Moreover, an understanding of the approaches journalists take in leveraging social media has also contributed to its continued use by also communication professionals in facilitating interaction with content consumers and fostering productive relationships. Social media is, therefore, one of the platforms that journalists use in sharing their content.

Journalists on the social media share different kinds of content.

First, the journalists share their own work such as articles about day-to-day issues in the society. Such works are intended to inform and educate the public, in addition, to assist in building a relationship with the online community. More so, sharing own work with the social media users also tends to add value in their career given that they are able to receive immediate feedback from the interested parties. The immediate feedback is through engagement with the audience in real time by going into comments, responding with context and answering questions.

Secondly, journalists share breakthrough research content that involves new data, metrics as well as insights. Such content is mostly informative given the diversity involved. Such kind of content tends to generate attention for journalists in the long run.

Thirdly, journalists share infographics content which is in aesthetically pleasing and easily navigable graphic formats. The content is known to be mostly shared on social media to facilitate visibility, especially for brands.

Fourth, journalists also share short informative videos which most of the social media users like watching and sharing. Such videos can contain various types of information ranging from CEO speeches, leisure activities to business activities.

Fifth, journalists share interview content. The content involves two authorities thereby making it perfect for social sharing. The journalist as an interviewer is an authority and is able to share interview material with on followers. The interviewee is also an authority and is able to share the content in their follower network and enhance the impact.

Sixth is company and industry news which tends to attract a lot of followers given the hunger for new information. Lastly, the journalists share real-time even update since consumers on social media prefer first-person perspective and credibility. Social media, therefore, provides a platform for sharing such content with the consumers. 

The journalists tend to engage with existing consumers, potential consumers, associates as well as friends of the existing or potential consumers, bloggers in addition to businesses.

In such context, most of the content consumers engaged on the social media platforms are active on a timely basis while others are aspirational. Most importantly, journalists engage with the social media users based on the social platforms they are using and the target audience.

The specific social platforms with unique niches used mostly by journalists include Facebook that provides a casual platform with strong visual components. The journalists are able to share content in terms of images, videos, articles, quotes as well as anecdotes.

Another platform is Twitter which is also ideal for journalists to broadcast news as well as updates. YouTube is also a significant platform for journalists to engage consumers of video content.

Lastly is Instagram where journalists engage consumers of visual content, especially images.

Thank you for reading my blog.

Thi Bao Chau Tran

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