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Companies need to produce better social media content to ensure online success

Companies need to produce better social media content to ensure online success


Creating content which allows your target audience to bond, relate and share is crucial for a successful digital and social media strategy.

This was one of the main findings of the sixth annual Four Broadgate Digital Trends Report which highlights how it is now more important than ever for communications teams to work closely with their client facing colleagues to develop content which will resonate with their customers and encourage brand reinforcement and help establish long–term relationships. One of the biggest challenges companies face is keeping up with the speed of change in social and digital media and how to adapt communications programmes accordingly.

This year’s report includes commentary from a range of communications directors through to social media professors and demonstrates how every organisation, no matter what they specialise in, can best utilise social media to achieve their communications and business objectives and complement their sales efforts.

Mark Knight, Director at Four Broadgate, said: “The effects and benefits of digital media are different for everyone and while there isn’t a ‘one size fits all’ programme, the benefits of engaging with their key audiences on these digital platforms shouldn’t be underestimated.

“The way we access news and information has moved on considerably with the advancement of smartphones and tablets and there is now a greater need for companies to become aggregators of information, planning their websites and social media platforms to provide their target audiences with content relevant to their needs. The old adage that ‘content is king’ is still very much key and will be around for many years to come.

“The ‘social’ element is vital and readers who engage in debate and conversation online can help to develop stories and provide valuable insights which are integral to the reputation of the brand and far more powerful than any advertorial spend.”

The report looked at how the evolution of social media will affect corporate communications in the future and how companies can best tackle and adapt to these changes.  In order to ensure an effective and successful social media campaign, every organisation needs to build the right foundations in terms of content, tone and style allowing the audience to bond, relate and share.

This year’s contributors were Matt Owen, Econsultancy; Paul Dwyer, University of Westminster; Jane Bird, Financial Times; Mariann Hardey, Durham University Business School; Professor Andy Miah, University of West Scotland; Adrian Stahl, BLP Insurance; Ed Luck, The University of Law; Stephen Knight, St James’s Place Wealth Management; Susan Rivers, BNY Mellon; and John Gibbs, Moore Stephens.


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