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.
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.
Always a brand quick to jump on Halloween’s marketing opportunity, fast food giant Burger King has unveiled its latest work for the scariest day of the year and, it has to be said, it’s actually rather terrifying. Called “3am Apparitions”, the ad argues you’re most likely to be visisted by ghosts and ghouls at that […]
B&T sat down with Havas’ ANZ Chairman Anthony Freedman from his London office to discuss remote leadership, the power of pop culture, and all things Havas. In 2017, Havas was acquired by Vivendi, which also owns a range of other culture companies, including film and television production and distribution company StudioCanal. This investment in culture, […]
Despite its very exotic title, The Greek Islands With Julia Bradbury didn’t pull in too many holiday-pining viewers for the ABC last night. The travel show, hosted by famed British host Julia Bradbury, could only muster 311,000 OzTAM metro viewers and that’s despite its 8pm time slot. In what was arguably a quiet night of […]
In a first for The Australian Women’s Weekly Women of the Future Awards, sponsored by La Trobe Financial, all six finalists will share their stories with 10’s Sandra Sully on her podcast series Short Black. Each Tuesday from October 26, the 10 News First acclaimed journalist, presenter and women’s advocate sits down with these emerging […]
Australia’s largest independent media agency, Nunn Media, has been appointed by global children’s entertainment company Spin Master for its portfolio of brands in Australia, including Bakugan, PAW Patrol, Hatchimals, Kinetic Sand and Air Hogs. Following a competitive pitch, Nunn Media will manage integrated strategy, planning and buying across all media channels for Spin Master Australia’s more […]
The Monkeys has announced the arrival of creative directors Sam Dickson (right in main photo) and Cam Bell (left). Dickson and Bell join The Monkeys from Che Proximity, where for the past five years they progressed from a young creative team to creative directors, working on globally recognised and awarded work for brands including Carsales, […]
ARN has launched an innovative, industry-leading online planning tool that allows commercial partners to analyse and enhance their audio campaign delivery and messaging using ARN’s research-backed insights and consumer data. The ARN Audio Connections Planner is audio intelligence reimagined. Created in-house at ARN, it’s a complementary tool to existing metrics that enhances audio buys for […]
Further evidence that The Simpsons is the cultural icon of our times comes a riotous segment on British quiz show Tipping Point on Monday. The show’s host, Ben Shepherd, was left stunned when not one but two contestants managed to confuse Homer Simpson with the ancient Greek poet, Homer, who died around 750BC and wrote […]
The Works has snared award-winning creative Iggy Rodriguez (left in main photo) to help continue to expand and diversify the agency’s creative work. Appointed as creative partner and reporting directly to founder/creative partner Damian Pincus (right), Rodriguez will be focusing on the agency’s creative output, leading the creative department with creative director Nathan Bilton and […]
BBC Global News has announced the launch of a new consumer travel marketplace that enables its audiences to discover, plan and book flights, hotels and experiences. Initially launching in Australia and New Zealand, Discover Beyond draws on the editorial inspiration of BBC Travel, the global features site of BBC.com and powered by TRAVLR’s technology, to […]