Social media is the most effective platform for reaching out to the target customers in current age. The fondness of the people towards socializing through the different social media platform has given rise to the business promotion aspects as well (Järventie-Thesleff, Moisander, and Villi 2014). The newspaper companies use the pages in the social media sites to promote any specific section of the discussion. The study would develop the appropriate social media strategy for the women section of Evening Standard, which is a local newspaper company in London. The development of the media outlets for the target audience would be discussed in this study. In addition to this, the analysis of the effective social media strategy would be presented in this study.
The London Evening Standard is the local newspaper published Monday to Friday in London. By sharing the domestic and international news, this newspaper has captured the dominant position in the regional areas of London (Standard.co.uk 2017). The different sections available in the news paper provide the current updates that create the buzz among the readers. However, currently, this news paper company concentrates on developing the social media strategy for ensuring the crowd-sourcing for the women section of the paper. The company has the remarkable presence on Twitter through which a large number of populations get access to the current updates and social facts (Standard.co.uk 2017). However, recently, the company is focusing on the development of the social media outlets in Facebook. Creating an individual page on Facebook regarding the women’s aspects would be beneficial enough in ensuring crowd-sourcing of the newspaper outlets. With the development of the social media strategy, the company can even target the young women to develop their insights about the inequality concerns and the other aspects of the women (Castelló, Etter and Årup Nielsen 2016). The further section of the study would develop the ideas about the crowd-source information for the dispossessed campaign of Evening Standard. The effectiveness of the selected media outlets would also be discussed in this study.
The dispossessed campaign of the Evening Standard was established in 2010 for helping the grassroots charities to tackle poverty, exclusion and inequality across the capital. In the year of 2010, the newspaper company collected almost £18.02 million from government, business, Big Lottery, general public, and Comic Relief (Dispossessedfund.org.uk 2017). The initiative undertaken by the company to raise the fund was considered as the biggest newspaper campaigns developed outside of natural disaster or war. The newspaper company like The Counted adopted the fundraising strategy by developing the online newspaper articles. Even though the Evening Standard has gathered majority of the amount through establishing the dispossessed campaigns, it is necessary to identify the alternative procedures as well (Castelló, Etter and Årup Nielsen 2016). Therefore, it can be suggested that developing the social media strategy would be helpful in increasing the dispossessed funds. The social media strategy development would be even helpful in organizing the crowd source information (Filo, Lock and Karg 2015). The target audience, such as the young women would understand the basic concerns regarding the different issues. Moreover, these specific target readers can even present their area of concerns through the Facebook pages. The development of the understanding would be helpful enough in raising the funds and introducing the crowd source information.
In current situation, it has been observed that the newspaper publishers require engagement of the readers, and personalizing the media contents more specifically. Therefore, while establishing the social media strategy, it is essential to develop the concerns regarding the following areas:
It has been observed that Evening Standard has the remarkable presence on Twitter. However, the extensive market research conducted on the effectiveness of Facebook as the social media strategy informed that people are much responsive when they are presenting their concerns and reviews (Killian and McManus 2015). The users of Facebook pages have crossed millions in numbers due to which it is considered as the most relevant site to communicate with the people worldwide. Creating a page in Facebook provides the opportunity to communicate form both ways and understand the concerns and reaction of the audience (Scott 2015). The observation of the review would be helpful for the news companies to understand the area of concerns and the process of crowd source information. Therefore, it can be implied that Facebook is the most relevant social media sites to convey the information to the target audience.
The social media strategy is developed to engage the audience towards the concerns raised against the women inequality and other concerns of the women. The content contains area of investigation and the information surrounding the subject matter. The discussion of the .shared experiences and the review of the audiences in the comment section would help in understanding the perceptions of the target audience (Macnamara 2016). Twitter is the biggest competitors of the Facebook. It is noticed that Facebook is more user-friendly than the Twitter account. In fact, Facebook is the most helpful social media platform that helps in reaching to the target audience more quickly. Therefore, Facebook is selected as the media outlet for Evening Standard.
The study focuses on developing Facebook pages for Evening Standard. The newspaper company aims to reach out more audience of the young age. The young age women are the target audience for presenting their point of views about the different aspects of women. Gathering the responses from the target audience can be reviewed (Ashley and Tuten 2015). The extensive market research for the target audience would be necessary for accomplishing such purpose.
It is stated that Facebook is most relevant and user-friendly social media platform through which the maximum number of the audiences can be targeted. Moreover, the audiences are quite responsive in the Facebook pages, which is helpful for understanding the point of views of the target audience. However, creating the Facebook page requires following few basic steps, which are as follows:
Following these basic areas would be helpful enough in developing the concerns about the women’s aspects in a social media platform.
After the implementation of this social media strategy, it is necessary to measure the success parameter to structure the future initiatives. The operator can measure the number of the clicks shared by the members in the page (Fuller 2016). The responses or the comments of the members would be measured accordingly. Monitoring these responses would determine whether the news paper media has accomplished the goal of engaging the target audience or not. The continuous monitoring of the reviews and comments would present the ideas about the audiences’ perspective values.
Conclusion
The study concentrates on developing the social media strategy for developing news of Evening Standards. The news articles are developed for conveying the messages about the women’s aspects to the young women. The company has the active presence on Twitter. However, this social media strategy is developed for creating the official page on Facebook. It has been observed that Facebook is the most effective and user-friendly social sites that include the active responses. The users of Facebook pages have crossed millions in numbers due to which it is considered as the most relevant site to communicate with the people worldwide. Creating a page in Facebook provides the opportunity to communicate form both ways and understand the concerns and reaction of the audience. Hence, the news paper company can formulate the relevant and informative contents related to the women’s aspects. Conveying the messages through posting pictures would make the contents more attractive. In addition to this, it is necessary to measure the success of the developed social media strategy.
References
Aral, S., Dellarocas, C. and Godes, D., 2013. Introduction to the special issue—social media and business transformation: a framework for research. Information Systems Research, 24(1), pp.3-13.
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), pp.15-27.
Castelló, I., Etter, M. and Årup Nielsen, F., 2016. Strategies of legitimacy through social media: The networked strategy. Journal of Management Studies, 53(3), pp.402-432.
Dispossessedfund.org.uk. 2017. The London Community Foundation. [online] Available at: https://www.dispossessedfund.org.uk/about-the-fund.aspx [Accessed 3 Nov. 2017].
Filo, K., Lock, D. and Karg, A., 2015. Sport and social media research: A review. Sport management review, 18(2), pp.166-181.
Fuller, G., 2016. Prevent, plan, manage: Social media strategy for crisis communications. Journal of Digital & Social Media Marketing, 4(3), pp.243-250.
Järventie-Thesleff, R., Moisander, J. and Villi, M., 2014. The strategic challenge of continuous change in multi-platform media organizations—A strategy-as-practice perspective. International Journal on Media Management, 16(3-4), pp.123-138.
Killian, G. and McManus, K., 2015. A marketing communications approach for the digital era: Managerial guidelines for social media integration. Business Horizons, 58(5), pp.539-549.
Macnamara, J., 2016. The continuing convergence of journalism and PR: New insights for ethical practice from a three-country study of senior practitioners. Journalism & Mass Communication Quarterly, 93(1), pp.118-141.
Scott, D.M., 2015. The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John Wiley & Sons.
Standard.co.uk, 2017. London Evening Standard. [online] Evening Standard. Available at: <https://www.standard.co.uk/> [Accessed 3 Nov. 2017].
Standard.co.uk, 2017. Social Media. [online] Evening Standard. Available at: <https://www.standard.co.uk/topic/social-media> [Accessed 3 Nov. 2017].
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