Social media refers to online platforms and applications where organizations and individuals can create, share, and interact with content, and with each other. Social media fosters communication and collaboration in a digital environment. These media channels are extremely important for a YO, first and foremost because they are free (at the basic level), open, accessible and less expensive than the traditional media. Their outreach, impact and influence has overtaken the traditional media. Their disadvantage is however lack of credibility, as users and creators can hide their identities, abuse privacy or publish misleading information. Social media remains fragile in terms of security and ethical concerns such as harassment,  discrimination and profanity. 

While main elements of the traditional media include text, audio and video, social media uses more elements for its content creation – besides text, audio and video, there is dynamic and real time adjustment, quick feedback loop, ability to engage in multiply channel communication and so on. Social media provides endless opportunities for effective external communication.

Let’s explore platform-specific strategies for key social media of a YO:

When it comes to the social media strategy, here are some additional important elements to consider and a YO can gain numerous benefits from it.

For  increasing engagement and interaction – social media platforms can be used for Live sessions of Q&A for example, allowing target audiences to interact directly with the YO, and also for polls and surveys gathering feedback continuously

1. For creating influencer and partner collaboration – social media platforms can help you identify and start collaborating with influencers relevant to your YO or community to share your results with their followers.
2. For analyzing and monitoring performance – social media platforms provide an opportunity to monitor the reach and performance of the content of your communication strategy. It is very useful for every YO to pay attention to comments, shares and messages to understand the target audience and follow up on insights from this communication.

What are the things to pay attention to when we want to integrate traditional and social media in the communication strategy for our YO?

Consistent Messaging: We need to ensure that the messaging across traditional and social media is always consistent. Key points, facts, and official data must be aligned to reinforce your message.

Cross-Promotion: It’s always recommended to promote your traditional media coverage on social media and vice versa. For example, share links to published articles, recorded interviews, and news mentions. Always mention your social media handles and hashtags in traditional media materials to encourage offline audiences to engage online.

Comprehensive Campaigns: Plan integrated campaigns that leverage the strengths of both traditional and social media. For example, launch a milestone report with a press release, followed by a social media campaign with live events and interactive content.

Storytelling: Storytelling techniques are an effective way  to make your results more relatable and engaging with the target audiences. Your communication strategy should include sharing success stories, case studies, and testimonials that highlight the impact of your projects results, also challenges and overall experiences in the work of a YO.

By strategically using both traditional and social media, your YO can effectively disseminate your results, reach a wider audience, and engage stakeholders in meaningful ways.