Why social networks are “the place to be” for the media
Why to talk about it?
While newspapers are declining and their readers are getting older, it’s becoming essential to attract a new audience. Thus, these media head for social networks. On November 7th, 2024, a conference organized between Nice-Matin and IQ Media was held in Nice, in order to understand how newspapers can benefit from it.
To talk about it : Olivier Marino is Nice-Matin’s deputy editorial director, Thomas Bidet, Chief Product Officer (CPO) at L’Equipe, Sotiris Lapathiotis, Product Manager at Liquid Media.
1. Talk to the new generation 👦
This is the first objective of media which use social networks. Olivier Marino reminds that, in 2003, Nice-Matin created its WhatsApp channel, “a first for a french regional daily”. According to a survey carried by the editorial team among members of this channel, it allowed 35% of them to discover Nice-Matin. At L’Equipe, the leading french sports daily, the strategy adopted aims rather to “verticalize” the content according to Thomas Bidet, to adapt for Tik Tok and Instagram notably.
2. A faster journalism ⏱️
Press broadcasts information once a day, or less if it isn’t a daily newspaper. The development of the internet and social networks permits to be active anytime. According to Sotiris Lapathiotis, “social networks allow and bind us to be faster, as omnipresent”.
3. Keep in touch with readers 📖
Whether through comments or private messages, social networks allow readers to communicate with the media at a time when the cell phone has become an essential information and communication medium. “Before, readers came directly to the editorial office to meet us, now they go through social networks”, explains Sotiris Lapathiotis.
4. Give more positive information ☺️
In local or national newspapers, news seem often sad. Social networks allow the media to show more “feel good” content. “The tone is different on the networks, we show more beautiful stories”, says Olivier Marino.
5. Attract new sponsors 💶
As we can see, social networks attract a new audience. If we say new audience, also we say new sponsors. “During Euro 2024, some brands contacted us to make live broadcasts, because it’s an important commercial opportunity for them, and it paid off”, says Sotiris Lapathiotis.
Now, most media have accounts on major platforms (X, Instagram, Tik Tok and Facebook). Depending on their objectives, they adopt different diffusion strategies. But the most important on social networks is to “produce systematic media content” according to Sotiris Lapathiotis. Thereby, the platforms highlight posts with a lot of reactions. Media ask journalists to interact and respond to Internet users as quickly as possible. For visibility, omnipresence is the key.
THEO BOISSONNEAU (In partnership with IUT de Cannes, school of journalism)
See our videos to learn more about those two amazing days, just here.
