Social Media puts key audiences in charge

Navigating the changing world of media communications can be confusing. The new rules are that key audiences are now in charge. Using social media tools, they can gather around you; be heard around the world and have a big impact on organisations in a second. The balance of power has shifted.

Customers, analysts and investors are sharing information and news with each other in real-time. Journalists are using Twitter and blogs to source news and information. NGOs are putting up and distributing videos. Established media companies are blogging.

Key audiences can organise themselves quickly and find and spread information. They are challenging old ways of media communications.

So what do you do? Our advice is simple: firstly you need to read blogs and Twitter. Listen to what is being said about you; then begin to talk with your key audiences; engage with them and join the conversation; then start to blog and use Twitter so that you can engage with your key audiences eye-to-eye. Don’t do this because it is a fad but because it is good business.

If you engage then they are most likely to become more satisfied with your company and they will tell their friends, peers and colleagues. It does not make commercial sense to act as if your stakeholders are not there using social media. When they are. It cannot be commercially healthy for your customers to be having conversations about you, without you being there.

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