Social media strategy is essential in the media, not only to develop audiences, but also to expand brand awareness and Reach segments of potential readers that are difficult to reach otherwise.
However, sometimes, the social media strategy used by some media is not adequate, because it is developed and executed as if it were not a means of communication, but as if it were the social network of another company outside the world of information in which there is no last minute.
Here they go three basic keys to improve the performance of breaking news on Twitter and Facebook, since, unlike other networks, the consumption of information is more immediate in these:
1. Take advantage of the file until the new update is available
The moment of interest of the audience for a topic that has just arisen must be exploited. Throughout the day, or the week, some news happens that have a huge impact. On many occasions, the bad strategy of posting the breaking news on Twitter or Facebook is used, but not publishing anything else until the next update comes out.
Since at that time the audiences are eager to read information on the matter, while the updates are progressing, it is necessary to change the tone of the message that is sent to the readers, and to start publishing in a closer language in-depth articles that we have about that information, or new pieces of fast invoice, such as photo galleries, etc.
Imagine that, now that we are in the Olympics, a Spanish athlete has unexpectedly won gold and a remarkable atmosphere of attention has been generated. After publishing the medal story, the news outlet should start remembering the latest from the athlete, as well as old human interest articles. For example, the last interview with him, an old article that talked about the difficulties he had to go through to be an athlete, a gallery of photos that we quickly create with your best triumphs, etc. It is also a good time to create a survey.
2. Reactions of other people
Collect content with what other well-known characters say. At that moment in which the last hour has happened and the audiences are eager to know more, he compiles in short articles the reactions around that fact: felicitations of prominent personalities, family members, etc. It is quick to compile the most outstanding content, package it and publish it, linking to social networks. If it is not a pleasant fact, but, for example, sad, then reactions, verified comments, etc.
3. Announce updates
Remind yourself constantly, but tirelessly, that the newsroom is working on the update. Unless it’s a first, don’t be afraid to point out what those updates are: the first words of the protagonist, in a few minutes in the newspaper; the analysis of the fact, by our columnist so and so, in a few moments on our website; What will happen from now on? In a few minutes, everything that this fact implies, in our newspaper. It is also a good time to encourage readers to subscribe to services such as push notifications or newsletters on that topic.
The limit that should not be crossed
But all this is thrown away if the media they become disseminators of speculation, rumors and information not contrasted by the pressure of the last hour transferred to social networks. It seems, it is supposed, it is speculated that, etc., are words that, when you see them written in a communication medium, should make you think that it is not a reliable medium, because it does not worry about contrasting the news.
You should never fall into the error of “it seems”, although there is no misinformation behind it and it is simply a tic.
But this tic must also be eradicated from journalistic language, along with others, such as: “according to sources worthy of all solvency.” And it must be eradicated from journalistic language, because it is taken for granted that, if the source is not solvent, the information is not published. If this phrase more typical of journalism fans is used, it gives the feeling that the rest of the times this bad tagline is not added it is because what is published comes from an unreliable source.
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