As part of my digital media module I am required to write a critique of an organisation’s digital engagement strategy.
There’s no doubt that the way in which we have conversations is changing, due to the changing nature of information consumption. Consumers access multiple different touch points in order to make a decision, which is why it is so important that organisations adapt to this changing nature.
According to reports on digital usage in January 2016, over 2.3 billion people are using social media. From there, over 400 million people are active on Instagram, 320 million on Twitter with Snapchat coming 3rd having over 200 million active users. As easy as it would be for an organisation to just assume they can become active on social media and create connections, it is important that they realise they need to create compelling content.
The challenge is for an organisation to cut through the noise in order to engage with the relevant audience – with over 90 million tweets generated per day, this is not an easy task.
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