Your organization should have "a content strategy document that details all of the elements described below, with recommendations for resources, work flows, and editorial team members and their roles and responsibilities, while incorporating guidance or style documents that describe the voice and tone, content structure, content templates, and other guides for content contributors like writers, photographers, graphics artists, and audiovisual media creators" (16).
This is probably the biggest change brought by new communications technologies, so it deserves emphasis. As the authors state, content today requires "much more structure, modularity, and metadata" than in previous eras (14).
A clearly defined social media strategy is today a critically important part of the overall content strategy for all types of organizations.
In this section, the authors make six recommendations for the effective use of social media.
Stop thinking about building a channel. What you’re building is an audience.
This advice from a professional YouTuber reflects a crucial insight. Any kind of media content succeeds or fails to the extent that it serves a specific group of people.
And this is particularly true for social media influencers and creators, since their audience is their product. Entrepreneurs on YouTube and Instagram earn the vast majority of their money from corporate advertisers and sponsors. What these corporations are buying is access to a narrowly targeted and highly engaged audience.
Two universities offer examples of ways that social media can hurt your organization.