By: Janez Kne, M.A., Head of Analytics Department, Press Clipping
Most of the traffic on social networks is beyond the reach of most analytical software. At the end of 2014, researchers at Radium One found that there is more activity on so-called dark social than on Facebook and other social channels combined. As much as 69 percent of all the content that users share with each other is in the “dark”. We want to be social, but at the same time intimate. So very often we want to keep what we “really” think inside the inner circle of our acquaintances. The symbolic cosmology of double standards?
Democracy
Platforms that enable effective political (co)operation, education and a connection between the ruled and ruling, hint at and announce new regimes of transparency and processing. Last year on the most famous platform, Change.org, 130 million people supported, at least once, one of the 15,000 successful initiatives in 200 countries.
Internet page is not everything
Since the emergence of the internet, the goal of marketing (advertising, social media, PR etc.) has been to draw the digital audience to our websites and turn them into consumers. Our homepage is no longer as important as it should be or as it used to be. It worked for some time, but the concept offered visitors too few possibilities. Appropriate relevant content must be dispersed on a variety of media ecosystems, especially in places where there are potential users.
Press release
The times of the ordinary “press release” have passed. Unless you are Apple or you offer an extraordinary, revolutionary product. More important than attempting to cover content in the media through a “press release” is paving new alternative pathways through which you can communicate your offer and achievements to “potential” customers. The possibilities that “social media” offer, making connections with opinion makers in the industry, the production of high-quality visual content, all this will definitely interest the press.
