Digital and social media are changing how government institutions, political campaigns and trade associations are communicating and marketing to their key audiences.
Below is a roundup of key stories in digital and public affairs that matter at the top of the week.
Content, Digital and Social Media
Emily Bell of the Columbia Journalism Review discusses how Facebook has swallowed up journalism, devouring news outlets that were born before the digital age. Bell notes that media outlets have lost control over the distribution of their product to Facebook and other social media companies, and that this has resulted in social media companies becoming extremely powerful in terms of controlling who publishes what to whom, and how that publication is monetized.
The BBC reports on their lab project to explore elastic and atomized content structures for news stories. A key aim of the project is to create news stories for people with limited time available to view stories when on mobile and on the go. The goal is to present news in a quick snappy format while providing the opportunity to explore a deeper understanding of a topic. Content can be created utilizing a set of different content types (photos, text, video) and linking them together with metadata descriptions of their association and relationship. The BBC believes that the growth of Snapchat among millennials has brought about the need for news stories that are in snackable format.
Gov 2.0 and Public Affairs
At DigitalGov, Tryus Manuel writes on how the quality and quantity of your content can impact your search engine rankings and how that content appears on search engine results pages (SERPs). While one of the ways Google measures quality is whether or not content is updated regularly, Google also penalizes websites for automated content, pages with little or no content, and SEO tricks such as hidden words or link schemes. Manuel encourages the creation of engaging content that’s rewarded by Google through the creation of audience personas. The creation of audience personas helps you in developing content that those readers are looking for on search and in the creation of metadata descriptions. In addition, Manuel recommends that creation of content pillars in which you build various content types – photos, images, blogs, video, infographics around a specific piece of quality content.
Ernie Smith of Associations Now discusses how Associations are producing more content than ever before, but they are wasting their time if their content is not optimized properly for their members. Smith discusses how optimizing your content for your audience involves analyzing data properly and creating audience personas to target your specific content to.
Campaigns and Elections
Business Insider reports that the National Republican Senatorial Committee has issued a memo encouraging candidates to incorporate Snapchat into their Senatorial campaigns. The NRSC memo highlights how Snapchat has reached over 8 billion views a day and is a platform that is in the same league as Facebook, Twitter and Google in its importance.
These were some of the reads that matter to us for the week in digital and public affairs. What do you think? What are your favorite stories? We’d love to hear from you.
Leave a Reply