Social Media

The majority of campaigns that Shine creates and delivers for our clients now include the integration of social media activity. And we absolutely believe that social media should form an integrated part of a communications campaign, rather than operating separately or in isolation.

Many if not all consumer-facing organisations are exploring the ways in which social media can be used to communicate and converse with key audiences, generate and amplify advocacy, deliver rich content about products and services and monitor for issues and opportunity.

In addition, more organisations are looking at how social media can deliver benefits beyond communications and at ways in which opening a new channel of direct dialogue with consumers, partners and stakeholders can assist in the efficient delivery of services.

However, as with any new channel for consumer interaction – and particularly one which allows for direct response and dialogue – activity in social media needs to be properly planned and resourced if it is not to become a drain on the organisation rather than a benefit to it. In addition, the ability for consumers to publicly air their grievances as well as show their support needs to be taken into account, monitored and appropriately managed.

Shine’s approach to social media is based on what we call the ‘Five Cs’. These are Content, Channel, Community, Carrots (that’s our ‘C’ for incentives…) and Connection. And as with any communications activities – online or offline, traditional or new media – the social media strategies we create are based on insight into audiences and marketplaces.