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News generation in the digital world and implications for communicators
1 SOCIAL RESPONSIBILITY BUILDING BLOCKS
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• Increasing automation of news
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Should Facebook control news feeds?
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So where is the real news?
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What does this mean for communicators?
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9 SOCIAL RESPONSIBILITY BUILDING BLOCKS
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Reputation
Building Blocks EXPECTATION
Listen, monitor and
understand audience
OPPORTUNITY
Identify issues aligned with
business objectivesss
aligned with business
objectives
ENGAGEMENT
Create a platform that
resonates to interact
INSIGHTS
Leverage research
and experts
AMPLIFICATION
Relevant and tangible KPIs
Content-led
communications
MEASUREMENT
F L E I S H M A N H I L L A R D | 1 3
F L E I S H M A N H I L L A R D | 1 4
Expectation Understand audience perceptions
F L E I S H M A N H I L L A R D | 1 5
Opportunity Identify issues
aligned with business objectives
F L E I S H M A N H I L L A R D | 1 6
Insights Identify and leverage experts and data
F L E I S H M A N H I L L A R D | 1 7
Engagement Create a ‘platform’ to build momentum
and advocacy
F L E I S H M A N H I L L A R D | 1 8
Amplification Multi-channel, content-led communications.
Sponsored content campaigns.
F L E I S H M A N H I L L A R D | 1 9
Measurement Quantify against
exposure, engagement, influence, activation & advocacy.
