The convergence of media platforms continues to accelerate and the media industry continues to evolve developing new ways of embracing social media.
Businesses need to be mindful of how journalists are nurturing various platforms to promote, engage and expand reach. That this provides companies and brands with rich opportunities for exposure is without question. But the double-edged sword it creates when it comes to reputation and crisis communications management has never been so acute.
Today, breaking news stories on Twitter first is a natural course of action. Monitoring social media has become an important source for newsrooms. Social media continues to widen the scope and reach of news stories for people across the globe influencing story choices with trending topics.
It brings ordinary people with a good or bad experience with your company or product into the mainstream through viral video, photo or blog post, which is then picked up, very quickly by news outlets. This means that issues that might never have received any attention before, quickly become nationwide topics of discussion, all because trends get picked up via social media and broadcast across the country and even around the world.
Facebook and Twitter continue to be the top social networks; Pinterest, LinkedIn and Google+ are catching up and proving to be popular choices for journalists looking for leads and sources. The traditional media industry are continually embracing it at every available opportunity, so your capability to manage corporate and brand communications in the 'always on' age is becoming all the more challenging.
Have you taken a hard look recently at your current crisis communications capability to react in the event of a major incident or crisis that comes to the media's attention?
Is it is fit for purpose in the 'always on' age?