Monday 05 December 2016

From Madrid to Silicon Valley: Thoughts on the Role of Social Networks and the Changing Media Landscape

Originally posted on consumerACTIONism.

Are consumers in the Spain and the U.S. similar or different when it comes to social media? How are brands engaging consumers through social media? How is the media landscape changing? We decided to take a look at several relevant topics from both a Spanish perspective and a U.S. (consumer-tech) perspective…

A Spanish Perspective from Madrid
  • What are the top three social networks that are most prevalent in your country (in a work environment)?

    • Facebook and Twitter – that’s it!
  • How are businesses engaging consumers on these networks?
    • Businesses are hosting events on behalf of the brand and developing applications to increase traffic to branded Facebook pages. Contests have also become very common – fans participate to win an experience.
    • Twitter is only used by brands that want to engage early adopters/geeks like tech clients or super trendy brands.
  • How do you use social networks in PR campaigns?
    • We are the ones who put together the campaign ideas. Almost all client businesses have a Facebook page so social media has become a key part of the overall PR strategy.
  • How are media engaging on these networks (i.e. do reporters ask for story ideas, accept pitches on Twitter, FB, etc.)?
    • This is not very common. I would say about only about five reporters out of every 100 engage in this way.
  • How is the media landscape changing?
    • Media is becoming more present in our day-to-day lives – magazines are no longer just magazines. Branding outside of the issue is giving a new experience to all consumers. For example, Vogue Fashion Night Out, Glamour shopping night out offer a new way for publications to bring their brand to consumers.
    • Journalists are starting to be audiovisual – adding more and more photos and video to traditional online coverage to tell the story.
    • Content doesn’t end in print – additional content can be found on the publication’s website including video interviews, more text, etc.
    • Publications already have Twitter, Facebook and even bloggers who co-write for the online version.
    • The focus of articles has changed. Articles now talk about blogs, Facebook and Twitter as well as new websites and new tendencies.
    • Readers are increasingly collaborating to create content. Newspapers include pictures from readers that show what they are talking about — http://www.elpais.com/blogs/
A U.S. (Consumer-tech) Perspective from the Silicon Valley
  • What are the top three social networks that are most prevalent in your country (in a work environment)?

    • Facebook, Twitter, LinkedIn (from a business networking standpoint)
  • How are businesses engaging consumers on these networks?
    • Facebook has become the dominant site for companies are using to engage their customers (followed closely by Twitter). Companies use Facebook to host contests, offer exclusive discounts/coupons (only distributed through Facebook and Twitter), interact with fans, handle customer service inquiries, ask for feedback/ideas, etc.
    • Facebook and Twitter are being used more and more for customer service requests. Companies that are truly engaged monitor sites regularly and often have dedicated staff that post, review customer posts and respond.
  • How do you use social networks in PR campaigns?
    • For many clients we develop complete social media programs – Facebook contests (using Edelman digital to develop tabs for the contests to run through), draft Facebook and Twitter content, etc.
  • How are media engaging on these networks (do reporters ask for story ideas, accept pitches on Twitter, FB, etc.)?
    • Reporters are increasingly asking for sources on Twitter. Many (especially in technology) are open to being pitched through Facebook and/or Twitter.
  • How is the media landscape changing?
    • Content is king – the more the merrier! Videos, photos, exclusive materials to post online, etc. are all appreciated and accepted.
    • Facebook is becoming a prime source of news…your friends care, why wouldn’t you?
    • One story, many ways to discover it. Stories are written, printed, posted online, tweeted, put on company Facebook pages, blogged about, etc. If you didn’t see the original, chances are you will see it somewhere (if it’s of interest).

When we began this exercise we thought that Spain and the U.S. would be a bit more removed from one another on the topics above – not the case! We are much more global than we originally thought. Consumers across the globe are beginning to act more and more similar and tactics for engagement are more or less the same. Now is the time to bring more GLOBAL interaction into our programs…

Image credit: consumerACTIONism


Article source: http://feedproxy.google.com/~r/EdelmanDigital/~3/b8CQcYs1sWI/