I checked out a NY Daily News Innovation Labs event last week: Platforms As Publishers: where are We Now? A panel of experts spoke about their work with the social media platforms, and implications for the news business.
The timing was interesting, given all the excitement about Facebook Trending News. Also, there was a reference to BuzzFeed’s exploding watermelon video that recently went viral (yes, they did use safety goggles).
You will only learn so much at an event like this. News is a competitive business, and they likely keep most of their cards close. Still, I found it to be interesting, a friendly and apparently open dialog.
Some say that the platforms are the present and future of the news, content and marketing arenas. Publishers need to go where audiences are, and marketers should be right there too. It was great for this PR guy to have a front row seat on the conversation, and learn more about how some of the top names regard and work with the social media platforms.
So can brand publishers get in on the action too? What if you want your news to run on social media?
Below I include key takeaways for brands.
- Don’t just focus on traffic; use social media to build relationships and create a news and content habit that makes the brand relevant.
- Listen to the audience, use social media to learn new storytelling ways
- Size does matter, platforms make deals with the largest publishers; who in turn hire small armies of editors, and content, social, engagement and revenue experts. Unless you are a major brand with similar clout and budgets, you need to find other ways.
- The only constant is change – if you are doing the same thing you were six months ago, you’re probably losing, in the words of CNN’s Samantha Barry. Experiment and innovate, or be left behind.
- Have “cool kids” AKA early adapters blaze a trail with new projects and then bring others along
- Vary strategies and metrics based on goals, features and audiences of each platform
See below for curated tweets on Storify.
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