Social Media Newsroom

The web 2.0 has several surprises for us social media addicted people. This time I write my blog about the Social Media Newsroom. This promising room is the “gateway” to the interactive and collaborative media world, referring to all the different internet users, including blogs and inks to social networks (e.g. Facebook, Xing and twitter). It provides podcasts and also links to file-sharing platforms (e.g. YouTube, Slideshare and Flickr).



Depending on the firm which opens the new(s)room on its website, all these social media platforms have well to be selected and put in a relation to the firms’ objectives so it has to be analysed which target audience the firm wants to reach. Thus, it may not be advisable to link to all these social media platforms as it depends on the firm and its business. However, they represent the most important opportunities in the web 2.0 and are a very helpful tool in order to get connected with other businesses (B2B) and consumers (B2C).

Other tools like RSS newsfeeds procure willed subscribers with the newest information. In former times the digital press kit contained all important information which has now turned in the news room with the intention to deliver information and news as compact, effective and regularly as possible. The Social Media Newsroom is open for everybody and its main characteristics are for instance that not only journalists have access but everybody; information is obtainable for all interested publics. Further no blocking periods exist which means that the newsroom is open always and not for a special period only. Another attribute is the availability of the responsible PR persons and the management in the same way, through email, twitter, facebook, telephone, fax or Skype, which ensures that the client contact is prepared the most possible way.

Aditionally it is time-saving for the responsible PR persons as they can reach a much broader public than in former times. The main advantage of the connection and interrelation of the company and external publics is that consumers can stay in regular contact to “their” company. Thus, loyalty of consumers can be increased. Fan pages in social networks support further the reputation and help to get people attentive on the firm and its products. A good example is the Media Newsroom of First Direct.

But all these advantages can turn in disadvantages as the affair on Nestlé has shown.
Consumers get stronger and stronger in the online community as they share their experiences and give recommendations on products they bought. If a negative comment has been made the attitude of many (potential) customers may turn around and may lead to losses in sales in the worst case. A shift of the power has taken place as consumers have the opportunity to build fronts against companies now. Nestlé made the mistake to manage in the wrong way and made the situations much worse through its actions, when they wanted the consumers to delete their comments, for example. The consequence was that Nestlé lost a lot of its reputation as a clear strategy missed.

Others should learn of it! Those firms who plan to open a newsroom have to make sure that they have a clear strategy to whom they want to communicate and what and when they want to communicate. Further a plan should be established before what should be done if the “happy new world” turns round and becomes the enemy. But if the firm plans reasonably and has a clear idea, structure and strategy it only needs a lot of time to keep the newsroom up to date and care about B2B and B2C relations!