journalist

Efficiency in social media – is it possible?

I’m always looking to streamline my activities, make them as efficient as possible and ensure I’m not doubling up or doing something just for the sake of it.  I love social media, but it’s definitely one of those tools that you can get caught up in and spend loads of time doing something for minimum results.  It is also something that can have very powerful results.

A while back we were talking about globalisation of economies and enterprises and the disappearing of borders.  With social media, you can now really be a global company or person with minimum effort and outlay.  You can reach people you would never have thought possible a few years ago.  Those who abhorred the Internet for spoiling human interaction I hope can see now the evolution that has taken place and today is a far more social world thatn we ever dreamed of.

Social media is therefore good, but you do have to wade through a lot of different websites and applications to find the best tools to help you make all your social media channels efficient and to choose which ones to use.  I believe that the issue we will have is that what is best one day, will not be the best the next day and like computers and mobile phones the product life-cycle of these social media will get shorter and shorter. We will then have to decide, whether to go with the latest thing and unfortunately by its very definition social media will always be about the latest and best.

I look forward to seeing all these new developments – it certainly keeps us on our toes and challenges our imagination.

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Top Tips for selecting advertising

When you’re buying media, it is not just about negotiating the price.  First you need to select the appropriate media for your needs.  A bargain isn’t a bargain unless it brings in results.

So, what steps should you follow?

Firstly, you need to decide what you want to achieve:

  • What is your marketing strategy?
  • What are your objectives?
  • Who is your target audience?
  • What will prompt them to contact you/buy

Then you need to research the available media.  Try not to make assumptions or to be constrained by what you have done in the past.  Look for new alternatives, or different ways of using the same media.  While you are doing the research, you need to evaluate the possible media outlets and make comparisons, looking at:

  • Target audience
  • Circulation
  • Frequency
  • Audience profile
  • Other advertisers
  • Past experience
  • Other stats

When you are looking at the alternatives,  then you should consider what types of advertising are available:

  • Printed media
    • Display
    • Classified
    • Supplements
    • Inserts
    • Wraps
  • Broadcast
    • TV
      • Satellite/cable
      • National
      • Regional
    • Radio
      • National
      • Regional

Once you have decided on the type of media, you will need to consider what options there are:

  • Printed media
    • Position
    • Size
    • Orientation
  • Broadcast
    • Time of day 
    • Type of programme
    • Frequency
    • Length of ad

Now, you are finally ready to call the media outlet to negotiate the price, which will be covered in a later article.  Then you need to design the advert (remember less is more) and finally, as with anything, monitor & evaluate.