Why Social Media is Now Mainstream Media
Channel: Public Sector Marketing Show
Date: 2021-09-11

I'm discussing why social media is mainstream communications and probably a great place to start is the 2020 digital news report, compiled by Oxford University and Reuters Institute for the Study of Journalism. This study reveals new insights about digital news consumption based on a YouGov survey of over 80,000 online news consumers in 40 countries. Let me take Ireland as an example and to illustrate why social media is mainstream media. So in Ireland, where I'm based, 80% of respondents say that they get their news from an online source. Is that you? Ask yourself and five people that you know where and how they get their news. 39% of those 80% said that they get their news on Facebook, followed by YouTube at 22%. So these are statistics that we can't argue with. If you disagree with me, then present your evidence. It's really important that we look at the data and we look at the evolution of citizen behaviour when it comes to news consumption. In Ireland, we are eager consumers of news. We're a very informed audience. The media is also very strong in Ireland and often, it could be argued, can control the narrative. For decades, government and public sector have had their stories told by the media and by other stakeholders. Reaching the public was dependent on reaching the media and also, trying to get your press release included in those publications. The world has now changed. Social media gives you a single line to the public. I'm not for one minute saying, or even suggesting that a strong independent media is not needed in the digital age. Hey, I used to be a journalist. I respect my journalistic colleagues and I respect the discipline of journalism, however, what I'm saying is that we need to look at the behaviour of the citizen. Another study by the European Institute, about three years ago stated, that news is not a commodity, now owned by media organizations. Let's think about content. Content is owned by those who are willing to create it and we know that influencers and other content creators are building up online tribes and they are almost being the voice of the subject that they are experts in. Social media use in Ireland sits at 98% with citizens spending an hour and 15 minutes each day using social networks and social messaging sites. Meanwhile, 38% of the population are using social media for work. Again, ask yourself that question, is that you? This data and the data for your country can be found at datareportal.com.

Subscribe to the Public Sector Marketing Show podcast: https://public-sector-marketing.captivate.fm/listen
Take one of our courses: https://publicsectormarketingpros.com/

#publicsectormarketingshow #publicsectormarketing #digitalmarketingtips

Become a member of the Public Sector Marketing Institute: https://publicsectormarketingpros.com/membership/
Buy my Book: https://publicsectormarketingpros.com/book/  
FREE Mastering Social Media Book https://publicsectormarketingpros.com/mastering-social-media-ebook/
State of Social Media in the Public Sector Report: https://publicsectormarketingpros.com/state-of-social-media-report/ 
Take one of our accredited courses: https://publicsectormarketingpros.com/training-courses/ 
Full website https://publicsectormarketingpros.com