Building Media Trust Through Good Communications And Marketing Strategies
The media industry employs opinion and analysis to constantly evolve. The main concern to look out for from the audience is trust. Without trust the media is stuffed.
The strategy these past few years is customer service. Now they are more interested in overall branding and gaining new clients.
Clients can be readers, listeners, viewers, guests, musicians: bands DJ solo artists, actors or presenters, service representatives, CEO of other media conglomerate companies and various politicians from around the world.
Trust is lost when companies decide to employ new measures on Social Media. Previously short snippets of what a post is was a model that worked. The abuse seems to be click bait. This is when media companies use marketing hooks to make people click and read. Many websites use these posts to make money. The ads supporting these flimsy posts is the main reason why readers, listeners and viewers lose trust.
The new media is always creating new ways of consuming media. Tests are done with regulars to stretch their loyalty. As the metrics from social economics changes so the need for questions though polls happen. If enough of the media companies trusted followers respond they ask them questions about how much are they willing to pay for an ad free service.
Trust already exists with outstanding clients who have supported media agency companies through; the good times and the bad times. Companies with big budgets have an interest in media with an active audience and responsive database.
Third party advertising agencies have suffered from challenging ad blockers. Facebook this week again has adapted to avoid many of these browsing blockers. Facebook is not the only one trying to adapt. Both Google and Bing must be experiencing similar hiccups.
By asking the right questions and employing good media marketing communications skills across the board these problems are quickly sorted out.
Briefing outside the board room to global representatives is the challenge. Online webinars are great of briefing these people in different time zones because the internal message can be distributed and recorded. During communications between managers and employees anything goes wrong in can leave a mess.
Reputation management is the last resort. When complaints from inside the apple cart rumors online can spread like wildfire.
The main way of combating these things is pushing the posts down in search, disavowing posts through contacting the search engines (this can takes three months) , or contacting websites or web 2.0 properties directly.
You'll then have to try to convince them you have legal representatives and collectors out there to make life difficult for people.
This is why employees are tracked by location on mobile devices and made to sign wafers and adhere to company manifestos. The pressure alone depends upon good leaders who can communicate any new urgent update to the rest of the people in this area from the global network. Good communication skills again really help and fast and practical learning of any new tools that come out to make life easier for you depending on what industry you are in.
Market research online is limited. Bigger companies have the budget to pay for software which cost hundreds of pounds a month. They use at least for of these so unless you have a large team of market researchers around the world it is well out of range for your budget.
The good news is there are websites which gather a lot of this data and for free give enough information everyday for a certain amount of queries. Similarly academic information is available through back doors of academic essays and statistical data. Often this data although three years out of date is relevant in some way to various organisations.
The agencies reputation can be spoiled when one 'bad apple' goes public with information. A good example of this is Eddie Snowden who worked for an ad agency in Virginia who were spying on peoples emails.
We know how important these sort of leaks can be by looking at the current political situation. Leaked info about email blast campaigns from top female American politicians take heat for inside agencies strategies.
The companies advisers are always changing suit or helping other organisations. This has filtered down the trust ability factor. As a consequence more and more websites this September 2016 will have to adopt https instead of basic http. PayPal has had to change its terms and conditions. I guessing this might be why the media is making such a song and dance about political statements.
They should always ask themselves what can they do as an organisation to own the problem and resolve the issue as soon as possible.