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Why Some News Orgs. Need a Narrow Social Media Strategy

With there being so many different social media channels and applications available, it can be easy to get swept under by it all.

Instead of having a focused approach, you end up signing up for 10 different sites. You’re not able to give each of them the time they require to be effective, so the entire plan falls apart.

In his column published today at, Steve Rubel, exec VP-global strategy and insights for Edelman, wrote that today, media organizations are focusing on the biggest, most used platforms and working to ensure that they are being innovative in their use of them.

First, the media are focusing on the largest, most established platforms and making sure that they innovate and excel on them. They then develop a playbook that others in the organization can follow. Sometimes they do this at the expense of missing out on the industry’s latest infatuation.

First ensure that you’re using the biggest platforms to their max potential and then start looking for others that may fill a more niche role within the social media strategy.

Ultimately, you’re trying to deliver news and information to readers in creative and useful ways. That means you occasionally will have to pass on the thing that everyone else is going crazy about.

Steve spoke with Chad Parizman, who runs social for HGTV, about why the company passed on using Google+ . He learned that HGTV decided to pass on Google+ because the company viewed it as a niche social media channel that doesn’t really resonate with their target audience.

For every social media channel you decide to use to promote your newspaper or news organization, you will need to have a plan in place to use it to its fullest. Otherwise it’s a half-empty shell.

Image credit: Marcus Q/Flickr

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