Social media is quickly becoming one of the most-used channels when it comes to announcing news. All kinds of businesses, from small start-ups to large corporations are turning to sites like Facebook, Twitter and LinkedIn to announce company news. Is this the path your business should follow?
Who is Your Audience?
If the intended audience for your announcement includes heavy social media users, making your announcement this way could be beneficial. If your market depends on your social media accounts for all the latest information about your business, products and services, making that big announcement online will ensure this audience hears the news.
On the other hand, if the audience for this particular piece of news spends more time reading the newspaper, watching television, listening to the news or tuning in to other marketing channels, you may want to consider making your announcement in a different way.
Is Your Brand Predominantly Social?
If your brand is social, your audience will likely expect announcements to be made through social media networks. For example, if you develop apps, sell software or if most of your marketing is done through social media, an announcement made elsewhere may seem out of place. Considering your brand and the way you market your company can help you decide if making an announcement online will be beneficial.
What Kind of News are You Announcing?
The type of news you are announcing can have a big impact on deciding whether you will announce it on social media or somewhere else. If the news is of interest to your customers, social media may be the right channel. However, if it is aimed at your community, business partners or investors, you may want to consider using a press conference, press release, blog post or company email to make your announcement. Also, keep in mind that some news may not be relevant to the audience you reach on social media, and shouldn’t be announced there.
Will People Miss Out?
If you make your announcement on social media will people miss the news? If the answer is “yes,” and you don’t want that segment of your market to miss what you have to say, social media probably isn’t the best choice for the announcement. If your audience isn’t on social media or doesn’t expect to receive company updates this way, an important part of your market will be oblivious to the announcement.
All things considered, the best route for making company announcements often includes a combination of social media and traditional media tactics. Using several channels will help you reach your entire market and can help your business make industry or local news. Many businesses decide to break news through more than one channel. You may want to use social media first, and then follow up with other tactics. Or, you may want to use all your channels at the same time.
These factors should all be considered when deciding whether making a company announcement on social media is the best decision for your business.