Four key questions to help you adapt your communication plan to digital media

Starting communication management in the new year means reviewing what has been learned and the opportunities for improvement in the channels in which the brand is active or wants to become active. To do this exercise, we consider it relevant to consider four (4) questions that will allow us to improve and enhance our presence in digital media.

It is important to point out that there are countless digital media and social networks are not the only space to be present in the ecosystem.

In the portfolio of options we find some that have the function of connecting the brand with its different interlocutors from the social, entertainment, blogging, search, or service provision. Some of them are: social (Instagram or TikTok), entertainment (Netflix or Twitch), blogging (WordPress or Twitter), search (YouTube or Google), services (Uber or Amazon). Each alternative offers a range of possibilities for linking the company or brand with a specific audience.

In turn, each of these media allows channels to be created, that is, the specific line for broadcasting messages under the criteria defined in the communication strategy. For example, Instagram is a digital social media that allows you to create a personalized channel with the brand name, generating content in different visual formats and publishing positioning and connection messages, as well as calls to action to motivate traffic to an e-commerce site.

This content can be managed free of charge or promoted for a fee.

With this in mind, we share four key questions to help you adapt your communications plan to digital media, choosing the most assertive and efficient for your business and communications strategy.
 

1. What digital media do your target audience or consumers use?

 
Review in detail the target audience you have defined in your business strategy or positioning. A good exercise to guide the definition or understanding of audiences when you are starting out is to study the audience of your competitors and benchmark brands, identifying user types based on their tastes and behaviors.

Likewise, you can find out what internet access the profiles of interest have and how often they are active within the platforms. This method is known as Netnography, a research process transferred from the practices of sociology to the digital world.
 

2. What is the role of the media in relation to the business objective?

 
As we have said, the media allow different ways of connecting with audiences and, to that extent, messages must be articulated to what the interlocutors are expected to do; that they recognize our brand, that they become loyal to it in a community or finally that they acquire the products in the active sales channels. For this reason, it is essential to establish the communication role of digital media (to make visible, to win over or to persuade), to define a measurable communication objective and to establish specific objectives for each of the channels within the ecosystem.
 

3. Which channels allow you to develop the brand personality or company philosophy with the greatest opportunity?

 
Once you have identified the role of the media and the communication objective, you should consider the nature of each of the channels you could activate. Here we recommend three (3) key points:

• Tools: find out what technological resources the platforms include or even exist outside them. When it comes to presenting your messages, this will be key to recognizing which platforms present the greatest opportunity.
• Dissemination algorithms: communication objectives become relevant on this front, as there are platforms that favor the reach of unique users, others that favor the number of times content is viewed and others that encourage active conversation.
• Formats: for messages to be binding on audiences, we must recognize what consumption behaviors the content has for each channel based on the platforms and their formats (video, photos, texts, etc.). Understanding that the way of telling is not only audiovisual and computer language, but also the narratives used by content creators, highlighting the most popular ones.

 

4. What resources do you have available?: human resources, ICT and investment

 
The feasibility of a plan is largely based on the available resources, including human talent, technology and investment. However, the accessibility that has been driven by digital connectivity and its platforms elevates creativity as a highly valued and capitalizable resource with audiences. Always thinking outside the box and being optimal between the proposal and what the audience wants to see is possible and generates very good results.
 

Bonus:

 
If you are evaluating the activation of digital channels in your company’s communication and marketing strategy, this might interest you:

• In the most recent installment of the Global Digital Report 2022 by Hootsuite in collaboration with We Are Social, we will find figures and data that are worth studying in depth to understand the behavior of different audiences on the Internet, as well as the penetration of each of the most popular digital media today.
• As a small preview of all the information you will find there, we highlight the power and connection between media and their relevance when it comes to sharing content.

 

What’s new in digital social media in 2023?

 
At this time of year, nothing makes more sense than “new year, new life”, and digital media are no exception. 2023 is coming in strong, so don’t be left behind and make the most of it with the new features that are coming, which we summarize below:

• Instagram: According to Entrepreneur, a website specializing in entrepreneurs, Instagram will launch the ‘Notes’ feature, text messages and emojis of no more than 60 characters that can be read by users who follow each other or in the “best friends” list.
• Hacked, the feature created by Meta to recover accounts that have been hacked, appears.
• TikTok: With TikTok Shopping, you can display and sell products directly from the platform.
• WhatsApp: Did you make a mistake in a message you sent? With the new editing feature, you will be able to edit messages sent within a maximum period of 15 minutes and they will have an ‘edited’ label.
• Twitter: With the changes in the company’s structure, there are also announcements about changes to the platform with a new display of tweets, where with a horizontal scroll (swipe sideways) you will be able to see other related content.

 

This content is translated with AI. Read article in its original language.