…. in search for a social media strategy
On March the 11th Reuters announced immediate restrictions on their 15,000 journalists’ use of Twitter. Other media groups are considering similar restrictions. And CNN boss Jon Klein says he fears Facebook more than Fox News with regards to competition.
Why has traditional media gone from embracing social media to fearing social media?
Journalists have been among the early innovators in using social media in their profession. They use it to find stories, background checking and sharing of stories.
But in the race for being the first with breaking news – Reuters has even been challenged by their own journalists tweeting their own stories and giving followers a new channel for breaking news. What was meant as news teasers and marketing – turns out to be a menace to Reuters – potentially threatening their business.
Is it possible to restrict journalists’ presence in the social media? Sure. Will it work as planned? Not so sure. By nature, journalism is bound become attached to social media – and the motivation and involvement of journalists most likely will require also putting out stories and participating in the discussions more than just observing in this arena.
However, most obvious – media corporations – as with most other corporations need to establish a strategy for their involvement in social media. The sooner the better!
What’s needed is a basic monitoring of key topics including own activities and competitors. Also needed is a SWOT-analysis to pinpoint what can be achieved and to detect luring threats on this arena. But most important is to segment this whole environment to see which of the social media arenas is fitting their strategy – as well as making clear guidelines for the organization to feel that there is a plan to utilize this – and avoid simple lack of awareness and fear.
More about Reuters’ Social Media policy: http://mashable.com/2010/03/11/reuters-social-media-policy/
More about CNN and Jon Klein’s fear of Facebook: http://mashable.com/2010/03/10/cnn-facebook/