We are getting ready for the next Social Media Leadership Forum members session on September 15 in London. The Financial Times will be discussing the impact of social media and its continuing response.
It will be fascinating to learn how one of the world’s leading media companies has had to alter its traditional communications methods, and how it is seeking to secure its influence within the torrential digital flow of news.
In particular it will be revealing to better understand how journalists are now sourcing their news and how they expect to be able to communicate online with businesses to keep analysts and investors up to speed.
I’m still amazed at how many companies have long lines of media contacts with telephone numbers on their web sites. When important stories break across global markets, I cannot imagine bloggers and users of Facebook and Twitter stopping in their tracks and thinking, ‘I must call the press office, before I make any further comments’!!
In another related development, with the exception of the FT, there are some traditional print and news organisations who seem to be getting ever more extreme in their coverage of news. Partly, I think, because of competition from the web and social media. As audiences migrate online to find news and information, and share it with their peers, they are naturally paying less attention to newspapers, which go out of date rapidly, or TV programmes that are commenting on situations unfolding on your computer screens.
However, what we know is that within this context, trusted media brands are prospering and can serve as anchors of record for online audiences. I would put the FT in that bracket and look forward to learning how they are developing their engagement with social media whilst preserving their reputation for quality comment and analysis.
If you are reading this, and you are not a member of the collaborative social media leadership forum, and are a member of a leading organisation, then please get in touch.
The Social Media Leadership Forum is only as strong as its members and we are extremely grateful for all their support, as we continue to look to provide a reflective platform to discuss insights and share experiences. Hopefully this will help tackle the massive disruption in how information is produced, distributed and exchanged internally and externally across businesses and the world’s markets.