Why is digital media important in strategic communications?

The advent of digital media has transformed the way that organizations communicate. This explains why digital media must not be overlooked in strategic communications. Fifteen years ago, organizations would have prioritized the traditional media in a strategic communications activity but there is an increasing use of the digital media today and many other channels have emerged that can be utilized for strategic communications.

Some digital media platforms that are very helpful in strategic communications include; social media channels, websites, email marketing software (Mailchimp, Mailerlite, etc.), social listening tools like Hootsuite, SEO tools (Yoast, Semrush, etc.), podcast sites, internal communications software (Slack, Clickup, Mattermost) etc. Each of these digital tools provides a unique benefit that contributes to what is regarded as strategic communication. When adapting and leveraging digital communications for real-time engagement and an improved strategic communication, traditional media should not be relegated.

Watch this video by Sola Abulu on “Leveraging the Power of Public Relations in Today’s Digital Age.

Advantages of Digital Media in Strategic Communications

• Wider Reach: Digital media enables organizations to extend their reach beyond traditional boundaries. Social media platforms like Facebook, Twitter, and LinkedIn allow messages to go viral, reaching audiences worldwide. This global reach is crucial for organizations aiming to establish an international presence.
• Real-Time Communication: Digital media has improved communications making it real-time with live videos, interactive polls, feed posts that can attract instant comments and feedback. This gives organizations an advantage to retrieve timely feedbacks on the services they offer.
• Unlike with traditional media, organizations do not necessarily have to pay for every communications activity they intend to share with the public because digital media gives brands a voice through different tools. Also, it is cost-effective as advertising campaigns can be set to reach a very specific demography ensuring a more budget-friendly communication.
• The different analytic tools that are available with digital communications have made monitoring the impact of a campaign more effective. These tools also provide insight into different metrics which is useful to improve a communications strategy.

The digital media can be effectively utilized to foster a sense of community with stakeholders which in turns strengthens trust in a brand. However, online reviews and negative comments on a company’s product or service can easily damage a growing brand. This emphasizes the importance of social monitoring and offering satisfactory timely responses that can completely drive away negative publicity on a brand. This article on Reputation Management in the Digital Age is a useful resource.

How to Leverage Digital Media in Strategic Communications

• Content Marketing: Blog posts, infographics and short videos (reels) have made content marketing a lot easier with digital media. With educating, informative and entertaining content, a brand can generate and convert leads by employing strategic communications effectively. You will find our Introduction to Strategic Communications course by Sola Abulu helpful.
• Social Media Management: Ignoring social media in a digital era is an unwise decision that any communications professional can make. Apart from having a voice in your industry or niche, utilizing social media platforms can help with targeting ad campaigns that are highly impactful in marketing communications.
• Search Engine Optimization (SEO): This entails optimizing a brand’s material for search engines. It is achieved by properly inserting keywords, hyperlinks and images in a valuable content. Ignoring SEO is playing down on visibility.
• Email marketing: As earlier stated, this is a useful digital tool that can improve strategic communications activity. This requires having a list of email addresses that receive frequent updates, news and promotions. The list can be easily retrieved from (but not limited to) netizens who have interacted with your website.

Digital media is a very effective channel for strategic communications that should not be overlooked if brands and high-profile individuals want to reach a varied audience and on time.

Here is the course brochure link for the forthcoming Strategic Communications Course. You can sign up here. Early bird discounts run till June 18, 2024.

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Sola Abulu & Associates is a strategy and communications consulting and training firm committed to enabling businesses, brands and organizations to achieve their objectives through strategic communications, organizational effectiveness and reputation risk management

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