Is social media a distraction from more worthwhile communications channels?
One in three think social media can be distracting – for example, in employee communications. Nevertheless, Reputation Council members believe it’s integral to their communications.
is social media more important than traditional media in today’s communications strategies?
This proposition sparked debate (especially from the ex-journalists on the Council!). Two broad conclusions emerged:
- They are complementary; traditional media increasingly relies on social feeds, and in turn contextualises and interprets social content for its audiences. Corporates can ignore neither channel.
- Both forms of media are important; the ‘ranking’ will depend on the sector, audience and issue. But, without question, social is becoming ever-more important for corporate communicators.
Methodology: 154 interviews conducted with Reputation Council members between 25th June and 12th November 2018.