FBLT056 Digital Marketing Management : About Social Media
Start by specifying which media outlet or which media outlet's content you are proposing the social media strategy for. For example, you might come up with a strategy for a local newspaper, or the problem page (agony aunt section) of the Sun, or the women's section of the Mail.
Some suggestions:
Devise a social media strategy to:
1.a. crowdsource information for the Evening Standard's Dispossessed campaign (how might this compare to The Counted?)
b. better engage with a local newspaper's audience (e.g. what are hyperlocal blogs, such as West Hampstead Life, doing in comparison)
2. If applicable, set out how the media outlet or content you have chosen is already promoted on social media. How successful, or not, do you think it is – and why? What evidence can you provide to back up your analysis/argument? (For example, how popular is their existing social media content?) Can you speak to anyone at your chosen media outlet about their use of social media, e.g. the social media manager or audience team?
3. Set out the goal of your social media strategy: is it to promote content, better engage your audience, reach new readers, help crowdsource information for a story or an investigation? Look at how your chosen media outlet's main competitors are using social media? What are they doing better?
4. Set out which social media platform(s) you will use and why, bearing in mind the audience
5. Give examples of how you would promote content, crowdsource information or engage with readers via social media.
6. If applicable, set out how the social media strategy would support your chosen media outlet's wider digital strategy. (Many media outlets have given interviews about their digital strategy to Journalism.co.uk, the Press Gazette, Nieman Lab, Media Guardian, Wired, etc.)
7. Explain how you would gauge and/or measure the success of your social media strategy. For example, how many clicks on Facebook, etc. How long do you think it would take to achieve the results you want?
Answers:
Introduction
Social media is the most effective platform for reaching out to the target customers in current age. The fondness of the people towards socializing through the different social media platform has given rise to the business promotion aspects as well (Järventie-Thesleff, Moisander, and Villi 2014). The newspaper companies use the pages in the social media sites to promote any specific section of the discussion. The study would develop the appropriate social media strategy for the women section of Evening Standard, which is a local newspaper company in London. The development of the media outlets for the target audience would be discussed in this study. In addition to this, the analysis of the effective social media strategy would be presented in this study.
Selection of the Media Outlets
The London Evening Standard is the local newspaper published Monday to Friday in London. By sharing the domestic and international news, this newspaper has captured the dominant position in the regional areas of London (Standard.co.uk 2017). The different sections available in the news paper provide the current updates that create the buzz among the readers. However, currently, this news paper company concentrates on developing the social media strategy for ensuring the crowd-sourcing for the women section of the paper. The company has the remarkable presence on Twitter through which a large number of populations get access to the current updates and social facts (Standard.co.uk 2017). However, recently, the company is focusing on the development of the social media outlets in Facebook. Creating an individual page on Facebook regarding the women’s aspects would be beneficial enough in ensuring crowd-sourcing of the newspaper outlets. With the development of the social media strategy, the company can even target the young women to develop their insights about the inequality concerns and the other aspects of the women (Castelló, Etter and Årup Nielsen 2016). The further section of the study would develop the ideas about the crowd-source information for the dispossessed campaign of Evening Standard. The effectiveness of the selected media outlets would also be discussed in this study.
Crowd source information for the Evening Standard’s Dispossessed Campaign
The dispossessed campaign of the Evening Standard was established in 2010 for helping the grassroots charities to tackle poverty, exclusion and inequality across the capital. In the year of 2010, the newspaper company collected almost £18.02 million from government, business, Big Lottery, general public, and Comic Relief (Dispossessedfund.org.uk 2017). The initiative undertaken by the company to raise the fund was considered as the biggest newspaper campaigns developed outside of natural disaster or war. The newspaper company like The Counted adopted the fundraising strategy by developing the online newspaper articles. Even though the Evening Standard has gathered majority of the amount through establishing the dispossessed campaigns, it is necessary to identify the alternative procedures as well (Castelló, Etter and Årup Nielsen 2016). Therefore, it can be suggested that developing the social media strategy would be helpful in increasing the dispossessed funds. The social media strategy development would be even helpful in organizing the crowd source information (Filo, Lock and Karg 2015). The target audience, such as the young women would understand the basic concerns regarding the different issues. Moreover, these specific target readers can even present their area of concerns through the Facebook pages. The development of the understanding would be helpful enough in raising the funds and introducing the crowd source information.
Set up of the Media Outlets
In current situation, it has been observed that the newspaper publishers require engagement of the readers, and personalizing the media contents more specifically. Therefore, while establishing the social media strategy, it is essential to develop the concerns regarding the following areas:
- The email newsletter is needed to be personalized with proper specifications.
- It is necessary to shift the mentality from the advertiser to the users at the initial stage.
- Developing the specialized websites is also much essential for the newspaper articles or sharing any information (Aral, Dellarocas and Godes 2013).
- Working with some of the active social sites, such as Facebook, Google, Amazon would be fruitful for promoting the news or conveying the information to the readers.
- Another bigger priority is to check the digital facts through online sites. It would be helpful enough to measure the responses of the target audience.
It has been observed that Evening Standard has the remarkable presence on Twitter. However, the extensive market research conducted on the effectiveness of Facebook as the social media strategy informed that people are much responsive when they are presenting their concerns and reviews (Killian and McManus 2015). The users of Facebook pages have crossed millions in numbers due to which it is considered as the most relevant site to communicate with the people worldwide. Creating a page in Facebook provides the opportunity to communicate form both ways and understand the concerns and reaction of the audience (Scott 2015). The observation of the review would be helpful for the news companies to understand the area of concerns and the process of crowd source information. Therefore, it can be implied that Facebook is the most relevant social media sites to convey the information to the target audience.
Goals of Social Media Strategy
The social media strategy is developed to engage the audience towards the concerns raised against the women inequality and other concerns of the women. The content contains area of investigation and the information surrounding the subject matter. The discussion of the .shared experiences and the review of the audiences in the comment section would help in understanding the perceptions of the target audience (Macnamara 2016). Twitter is the biggest competitors of the Facebook. It is noticed that Facebook is more user-friendly than the Twitter account. In fact, Facebook is the most helpful social media platform that helps in reaching to the target audience more quickly. Therefore, Facebook is selected as the media outlet for Evening Standard.
Use of the Social Media Platform
The study focuses on developing Facebook pages for Evening Standard. The newspaper company aims to reach out more audience of the young age. The young age women are the target audience for presenting their point of views about the different aspects of women. Gathering the responses from the target audience can be reviewed (Ashley and Tuten 2015). The extensive market research for the target audience would be necessary for accomplishing such purpose.
It is stated that Facebook is most relevant and user-friendly social media platform through which the maximum number of the audiences can be targeted. Moreover, the audiences are quite responsive in the Facebook pages, which is helpful for understanding the point of views of the target audience. However, creating the Facebook page requires following few basic steps, which are as follows:
- Creating an account in Facebook. The user ID may contain the name of the official website or the name of the admin.
- After creating an account in Facebook, the ‘create page’ option is needed to be selected.
- It is required to develop the target audience, a clear description of the page and establishment of an icon.
- The necessary contents would be added to reach out to the people targeted for the women’s section of the newspaper.
- Promoting the attractive content is necessary for drawing the attention of the readers.
Following these basic areas would be helpful enough in developing the concerns about the women’s aspects in a social media platform.
Measurement of the Success of the Social Media Strategy
After the implementation of this social media strategy, it is necessary to measure the success parameter to structure the future initiatives. The operator can measure the number of the clicks shared by the members in the page (Fuller 2016). The responses or the comments of the members would be measured accordingly. Monitoring these responses would determine whether the news paper media has accomplished the goal of engaging the target audience or not. The continuous monitoring of the reviews and comments would present the ideas about the audiences’ perspective values.
Conclusion
The study concentrates on developing the social media strategy for developing news of Evening Standards. The news articles are developed for conveying the messages about the women’s aspects to the young women. The company has the active presence on Twitter. However, this social media strategy is developed for creating the official page on Facebook. It has been observed that Facebook is the most effective and user-friendly social sites that include the active responses. The users of Facebook pages have crossed millions in numbers due to which it is considered as the most relevant site to communicate with the people worldwide. Creating a page in Facebook provides the opportunity to communicate form both ways and understand the concerns and reaction of the audience. Hence, the news paper company can formulate the relevant and informative contents related to the women’s aspects. Conveying the messages through posting pictures would make the contents more attractive. In addition to this, it is necessary to measure the success of the developed social media strategy.
References
Aral, S., Dellarocas, C. and Godes, D., 2013. Introduction to the special issue—social media and business transformation: a framework for research. Information Systems Research, 24(1), pp.3-13.
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), pp.15-27.
Castelló, I., Etter, M. and Årup Nielsen, F., 2016. Strategies of legitimacy through social media: The networked strategy. Journal of Management Studies, 53(3), pp.402-432.
Dispossessedfund.org.uk. 2017. The London Community Foundation. [online] Available at: https://www.dispossessedfund.org.uk/about-the-fund.aspx [Accessed 3 Nov. 2017].
Filo, K., Lock, D. and Karg, A., 2015. Sport and social media research: A review. Sport management review, 18(2), pp.166-181.
Fuller, G., 2016. Prevent, plan, manage: Social media strategy for crisis communications. Journal of Digital & Social Media Marketing, 4(3), pp.243-250.
Järventie-Thesleff, R., Moisander, J. and Villi, M., 2014. The strategic challenge of continuous change in multi-platform media organizations—A strategy-as-practice perspective. International Journal on Media Management, 16(3-4), pp.123-138.
Killian, G. and McManus, K., 2015. A marketing communications approach for the digital era: Managerial guidelines for social media integration. Business Horizons, 58(5), pp.539-549.
Macnamara, J., 2016. The continuing convergence of journalism and PR: New insights for ethical practice from a three-country study of senior practitioners. Journalism & Mass Communication Quarterly, 93(1), pp.118-141.
Scott, D.M., 2015. The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John Wiley & Sons.
Standard.co.uk, 2017. London Evening Standard. [online] Evening Standard. Available at: <https://www.standard.co.uk/> [Accessed 3 Nov. 2017].
Standard.co.uk, 2017. Social Media. [online] Evening Standard. Available at: <https://www.standard.co.uk/topic/social-media> [Accessed 3 Nov. 2017].
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