What You Might Be Missing On Social Media

What You Might Be Missing On Social Media

In this guest post, Russ Horell (main photo), Isentia’s chief commercial officer, says social media has changed news gathering and it has become the number one pulse check on the public’s view and opinions…

The flow of information never sleeps. Now, more than ever, this has created a myriad of new challenges – but also opportunities.

Information is crucial for all parts of an organisation, but it is particularly true for the communications and marketing areas, where reputation and audience behaviour are important currency.

With the continued convergence of marketing and communications functions this has the potential to create uncertainty. The idea that ‘the digital team takes care of that’ increasingly means that organisations miss valuable cues and opportunities.

In my almost two decades at Isentia, working closely with Australia and New Zealand’s leading Communications and PR professionals, I have heard social media grow from a background noise you could choose to ignore, to a never ending, dance party in your ear.

No longer does social media just contribute to the news media. It is the news media.

Regardless of industry, the sphere of influence has been expanding and people are more likely to interact with organisations, views and ideas online. It is fast becoming the primary source of news, especially in a crisis.

When monitored and analysed correctly, social media provides a pulse check on public opinion and important context as to why some ideas or messages are not resonating, and where mainstream media and more traditional forms of communication might be misunderstood.

For instance, insights from traditional media coverage might only reveal a portion of the actionable trends. Isentia’s recent research for Sport New Zealand on media and gender found that there was a disparity between gender sentiment on traditional media with 83% of total sports coverage in NZ focused on men’s sport. On social media, however, this is split almost evenly across the sporting sector social media accounts. Social channels have therefore become a powerful sense check tool.

Knowing your news: 

Small problems certainly become big problems when they are amplified on social media. Understanding how information travels, how mainstream media outlets position themselves online, and how their content is shared and understood, is an important element in any organisation’s reputational toolkit.

Paying attention to the conversations as a whole, what they say and how people circulate and redirect information is a critical part of identifying influencers and advocates, but also misinformation, and where a lack of understanding could start to turn into misinformation

We know from the reputation and media consumption studies that we conduct, that social media and word of mouth are the most impactful sources of information for an individual, and that these two sources are converging rapidly.

Audience Insight:

While it is well known that communicating with your audience online and keeping across mentions of your organisation on social media is important, it’s not as often that organisations look up from their own channels and mentions to explore audience sentiment online more generally.

What is more, the wealth of information available online means that new trends, products and categories can be seen in their infancy, but only if you’re listening properly.

Sentiment analysis can show how critical movements are gaining momentum online and how they are being understood, shared or self-regulated. If used correctly this can help organisations stay ahead.

Never before has the industry had the capability to understand their audiences in this way. This is not just for the digital team. The leading Communications and PR professionals have the opportunity too and success awaits those who are able to seize it.




Please login with linkedin to comment

iSentia Russ Horell

Latest News

Get Financially Super Fit With New Editorial Series In Nine’s Metro Mastheads
  • Advertising

Get Financially Super Fit With New Editorial Series In Nine’s Metro Mastheads

The new six-part Super Fit editorial series – with launch partner Colonial First State – from the Money experts at Nine‘s metro mastheads Sydney Morning Herald, The Age, Brisbane Times, and WAtoday will take readers step-by-step through how to create the strongest possible super balance. Lead image: Dominic Powell, money editor, Sydney Morning Herald & […]

Married At First Sight New Zealand Returns To 9Now
  • Media

Married At First Sight New Zealand Returns To 9Now

Married at First Sight New Zealand is returning next month for its fourth season. The program will be fast-tracked and streamed exclusively on 9Now from June 2 at 4pm AEST. The New Zealand version of the marriage experiment show will drop episodes on Sunday and Tuesday, promising more fiery drama and explosive love stories. Two […]

Shark Tank’s Sabri Suby Ranks Influencer E-Commerce Businesses To See What Businesses Can Learn To Do (And Not Do)
  • Marketing

Shark Tank’s Sabri Suby Ranks Influencer E-Commerce Businesses To See What Businesses Can Learn To Do (And Not Do)

As a seasoned entrepreneur and investor with billions in online sales, Sabri Suby recently turned the tables and reviewed e-commerce businesses launched by the world’s greatest money-spinning brand builders–AKA influencers. Lead image: Sabri Suby, Shark Tank CEO and judge “Influencers’ brands are often built on the back of massive social media followings, and I wanted […]

Rising Festival Partners With News Corp To Revive mX Newspaper
  • Media

Rising Festival Partners With News Corp To Revive mX Newspaper

Melbourne’s premier festival of new music, art and performance, RISING, has partnered with News Corp to revive the mX newspaper for two exclusive festival editions. The collaboration brings back the iconic mX newspaper, featuring a remastered masthead and packed with festival highlights and engaging content tailored for Melbourne’s commuter population. Special mX RISING editions will […]

Carsales & Sydney Swans Launch First Collaborative Ad Campaign
  • Campaigns

Carsales & Sydney Swans Launch First Collaborative Ad Campaign

Following on from a successful ad campaign with Melbourne Storm, carsales has launched its first collaborative advertising campaign in partnership with the AFL powerhouse, Sydney Swans. The new ad campaign was launched in time for the Swans’ win against the Western Bulldogs last week. The new ‘More’ ad campaign engages buyers and is centred around […]

Porsche Reviews Creative Agency
  • Advertising

Porsche Reviews Creative Agency

The luxury sports carmaker has launched a review of its creative agency requirements, placing the incumbent DDB Australia on notice. Porsche confirmed the creative review with B&T but declined to comment.   DDB’s Melbourne office has led creative work on Porsche since it first won the account in 2015 from The Ross Partnership. The agency defended […]

Footy Fans Front & Centre In Youi’s Latest Partnership Platform
  • Campaigns

Footy Fans Front & Centre In Youi’s Latest Partnership Platform

Footy fans across Australia are finally getting their premiership moment. National insurer Youi has unveiled its latest partnership platform, Footy. Made by Fans, emphasising its recognition of the true contributors to the game: the fans. As a brand dedicated to understanding customers, Youi identified an unmet need for acknowledging fans’ efforts at every level of […]

Deloitte Digital Named Adobe Partner Of The Year
  • Technology

Deloitte Digital Named Adobe Partner Of The Year

Adobe has named Deloitte Digital as its partner of the year at its Best of Adobe Summit in Sydney. The ANZ Adobe Partner Awards recognise and celebrate the work of Adobe partners in driving customer success and innovation in Australia and New Zealand. Deloitte Digital was lauded for its performance in FY23, excelling in key areas […]

Are Media Gives Australian Women A Brand New Way To Shop
  • Media

Are Media Gives Australian Women A Brand New Way To Shop

Are Media has announced the launch of two new digital marketplaces, delivering more than 14,000 of Australia’s favourite products via The Australian Women’s Weekly and Home Beautiful brands. The Australian Women’s Weekly marketplace has a strong focus on fashion, accessories, jewellery, shoes, homewares and gifts; while the key product categories in the Home Beautiful marketplace […]

ARN iHeart Launches Series To Unearth Next Gen Of Podcasting Talent
  • Media

ARN iHeart Launches Series To Unearth Next Gen Of Podcasting Talent

ARN’s iHeart and Indigenous Podcast Network BlakCast has launched a new podcast series Find and Tell that attempts to unearth the next generation of diverse storytellers. Hosted by esteemed broadcaster and author Jamila Rizvi, Find and Tell is similar to a TV singing competition for budding podcasters. It will feature people from all walks of […]

ahm & HOYTS Launches 2-For-1 Movie Tickets On Fridays
  • Marketing

ahm & HOYTS Launches 2-For-1 Movie Tickets On Fridays

Australian health insurance company ahm has partnered with Val Morgan Cinema to launch their Feel Good Fridays movie ticket partnership with HOYTS. Launched in conjunction with media agency Carat, a dentsu company, the Feel Good Fridays partnership offers ahm members an exclusive opportunity to enjoy a special 2-for-1 movie ticket deal. Members can purchase two […]

GumGum Snares Niall Hogan From Ogury Singapore
  • Advertising

GumGum Snares Niall Hogan From Ogury Singapore

GumGum has announced the appointment of Niall Hogan as general manager, JAPAC (Japan, Australia, and Asia Pacific), effective immediately. In his pivotal role, Hogan will spearhead Sales, Customer Success, and Operational Delivery of GumGum’s media advertising business across Japan, Australia, New Zealand, Singapore, and emerging JAPAC markets. Leading a team of over 100, Hogan’s primary […]

Experts Unpack The Future Of Loyalty Programs & Gen AI
  • Partner Content

Experts Unpack The Future Of Loyalty Programs & Gen AI

It’s not news that technology, particularly Generative AI, has disrupted many traditional marketing strategies. But knowing the world has changed isn’t the same as knowing how to adapt to that changed world. The inaugural Asia Pacific Loyalty Awards recently identified some industry-leading innovators. We speak to a couple of the award winners, Accor, which took […]

Partner Content

by B&T Magazine

B&T Magazine
Today The Brave Appointed Westmead Fertility Centre Agency Of Record
  • Advertising

Today The Brave Appointed Westmead Fertility Centre Agency Of Record

Today the Brave has been appointed by Westmead Fertility Centre as its agency of record. The full-service independent agency will be providing integrated support across strategy, creative, design, media, social and PR. Today the Brave will be working with Westmead Fertility Centre to break the silence around infertility while raising awareness of innovative fertility treatments […]

Connection Is Key: Wavemaker’s Peter Andrew’s Lessons From LA
  • Advertising

Connection Is Key: Wavemaker’s Peter Andrew’s Lessons From LA

Wavemaker’s group director Peter Andrew recently spent a fortnight in Los Angeles as part of the agency’s talent exchange program, Provocative Pioneers. Here, he says that the experience made him better at his job — though it sadly didn’t land him a spot on the silver screen. I spent the last two weeks of April […]

European OOH Firm Appoints oOh! Co-Founder Noel Cook To Lead Australian Expansion
  • Media

European OOH Firm Appoints oOh! Co-Founder Noel Cook To Lead Australian Expansion

European media infrastructure owner Wildstone has announced plans to launch and scale in Australia’s OOH market, marking the next stage of the company’s international expansion. Following successful growth across Europe, where it has acquired and developed over 5,000 static and digital OOH assets since 2010, Wildstone said it “sees Australia as the ideal market to […]

Claxon Announces Pro-Bono Partnership With Serving Our People
  • Advertising

Claxon Announces Pro-Bono Partnership With Serving Our People

Full-service indie Claxon has announced a pro-bono partnership providing marketing support with charity Serving Our People (SOP). As marketing partner Claxon will provide strategy, creative, content creation, media planning and buying support to SOP, helping raise awareness of the charity’s offering so it can continue its vital work supporting Australians in need. Established in 2020 […]

Turtle Bay CMO: ‘AI Has Swept Away Our Competitors’
  • Marketing

Turtle Bay CMO: ‘AI Has Swept Away Our Competitors’

The chief marketing officer of the Turtle Bay resort in Oahu, Hawaii has claimed that AI has had such a transformative effect on his marketing operations it has seen the business sweep away its competitors. Speaking on a panel at the Salesforce Connections marketing summit in Chicago, Robert Marusi told a room full of journalists […]

by B&T Magazine

B&T Magazine