Messaging is all-powerful in communication and with the proper messaging when we use various tools in social media the impact can be huge. This social media offers a widespread outreach using multiple platforms and has changed the way we communicate with each other. Today we are with witnessing a digital revolution that is touching us at many points in our day-to-day and routine life. Whether it’s business, education, or any other field, none has remained untouched with social media.
Brands use key messaging to reach out to their audiences, by embedding them in the overall communication so that when the audience is exposed to the content, there is a takeaway of the message that the brand wants to communicate. Social media today works in a very integrated manner as there are many tools of communications available. From WhatsApp to Twitter to LinkedIn to Instagram to Facebook, all of which reach out to varied target audiences.
The most interesting part is when the messages communicate a certain clear thought process to this diverse audience. And that’s the beauty of this social media where one can leverage the power of messaging through multiple channels in a very integrated manner and it can be done consistently over a period something that will benefit the brand tremendously.
The words that we use, the messages that we communicate through various tools, are extremely powerful in delivering our key message. Interestingly each of these social media tools has its own strengths. For example, WhatsApp communicates directly to the known set of people apart from certain groups where you may also have people who are not directly known to you, whereas Twitter puts you in a public domain where your followers can see what you have been tweeting about and others who are connected put your network get to know about your thoughts, ideas, views, actions, and reactions.
The key messaging is aimed to trigger a thought process and interest a preference and probably a buying behavior for most of the brands. It’s a tricky situation when you must maintain similar messaging on different platforms because different platforms have different ways to present content to their audiences. For example, Twitter requires you to put your message in just 140 characters, however, a Facebook post or a LinkedIn post can have much more content along with pictures, video, audio, etc.
For any brand to leverage the power of social media and the network’s cascading effect it’s important to have the key messages built in such a manner that they are communicated in fewer words more words or many more words depending upon the platforms that we chose to go for.
The way we create content needs to have some out-of-the-box thinking as that will ensure that our key messages are embedded properly in whatever content we’re putting up on different platforms having a varied base of presentation. On the web, we also find that there’s a lot of information overload and therefore there is a need to cut the clutter and the big question here is how do you do it?
Creativity and an innovative way of writing are something that can help you to put the messaging clearly without compromising the delivery as per the specific requirements of the platform. The idea here remains to catch the attention of the audience, the audience that is glued to the social media platforms, the audience that is visiting frequently, and the audience that is coming occasionally and moving away too soon.
Idea is to bring their attention through the right content, which can communicate the key messages to the audience. Careful drafting of the content, specific to the social media platform as well as its requirement having the messages built-in remains the key to successful communication and leveraging the benefits of team messaging in this social media.
Like in real life we react to communications, sometimes we get bored, sometimes we are filled with joy, and sometimes we are angry or upset. We react to these situations in our life and it’s in the same way we react on social media. The reaction on social media is usually instantaneous and therefore it’s possible to leverage the power of key messaging via social media platforms in a more effective manner.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Praveen has been closely associated with many national and international events related to cinema for children, art and culture. He has a well-rounded experience that cuts across all key sectors of PR & Corporate Communications.
He started his career with URJA Communications, an advertising agency specialising in technology brands, where he was instrumental in developing the PR division. Post this, he had a stint with Horizons Porter Novelli, a global public relations consultancy. Thereafter, he was heading the IT & Telecom division at Clea PR, a leading Indian public relations and communications company followed by a fairly long stint with Omnicom Group agencies viz. TBWA\India and Brodeur India.
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