In my project for business communication, I am assessing Rolling Stone magazine's use of three social media platforms: Facebook, Instagram and Pinterest.
Each of these platforms offer different content and use different rhetorical methods to appeal to multiple audiences. Varying content based on platform is an important part of social media management.
Oracle issued a white paper titled "Managing the Social Media Mix", in which they list eight steps to improve one's social media presence. Step number four urges brands/companies to "Connect Content with Channels" by detailing the desired frequency and type of content to be used for each platform (Oracle, pg 4).
Each social media user is unique and will have different expectations when browsing through one medium versus another. Implementing this strategy will eliminate any potential user confusion and ensure a clearer message. According to Oracle, "People respond best when receiving specific information from one specific channel" (Oracle, pg 4).
One shocking finding about Rolling Stone is that the company barely interacts with social media users. By ignoring the comments of followers, they lose opportunities to maintain a positive and may even lose followers. A lost follower may, in turn, result in a lost reader - not good for business if you're a print/digital publication.
I'm curious to see if, since the magazine is so popular and widely-known, the company's lack of interaction affects user/reader impressions of the brand.
Each of these platforms offer different content and use different rhetorical methods to appeal to multiple audiences. Varying content based on platform is an important part of social media management.
Oracle issued a white paper titled "Managing the Social Media Mix", in which they list eight steps to improve one's social media presence. Step number four urges brands/companies to "Connect Content with Channels" by detailing the desired frequency and type of content to be used for each platform (Oracle, pg 4).
Each social media user is unique and will have different expectations when browsing through one medium versus another. Implementing this strategy will eliminate any potential user confusion and ensure a clearer message. According to Oracle, "People respond best when receiving specific information from one specific channel" (Oracle, pg 4).
One shocking finding about Rolling Stone is that the company barely interacts with social media users. By ignoring the comments of followers, they lose opportunities to maintain a positive and may even lose followers. A lost follower may, in turn, result in a lost reader - not good for business if you're a print/digital publication.
I'm curious to see if, since the magazine is so popular and widely-known, the company's lack of interaction affects user/reader impressions of the brand.
References
Oracle. (2012). Managing the Social Media Mix [White paper]. Retrieved from http://www.oracle.com/us/products/social-media-mix-1896559.pdf
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