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- F1 champion Sebastian Vettel misses the point with Social Media
The motorsport world has gradually started to shake off the festive cobwebs as January continues to get the new calendar year underway with a number of high profile events taking place this week.
- Social Media and London 2012
We submitted a short blog for The UK Sports Network this week with some social media predictions for 2012. Being Olympics year, and with a number of athletes on the Sine Qua Non books, including Zac Purchase and Paralympic athletes Charlotte Henshaw and Ollie Hynd, we looked at how the London 2012 Olympic and Paralympic Games will be the first true social media summer Games.
RT @InsideFerrari: Ferrari and Santander together until 2017 http://t.co/iGjflr3D #F1 #Sponsorship
Interesting to see how #London2012 sponsors use athletes - past and present - in activation and engagement #cisdcampbell
A Tweet from the Sky
The popular UK news channel Sky News has made headlines of its own in the last 24 hours after stories surfaced that it has installed Tweetdeck on all journalists’ computers. For those of you not fully au fait with Tweetdeck, it is a Twitter-oriented application that allows users to view multiple Twitter accounts, search through the Twittersphere, as well as look at Facebook profiles.
In March last year Sky appointed Ruth Barnett in the ground-breaking role of “Twitter correspondent” but the ongoing trend for breaking news online has led to the news channel to streamline and promote use of social media tools across its full roster of journalists.
In a report on Journalism.co.uk, Julian March, executive producer for Sky News Online was quoted: “The big change for us in 2010 is evolving how social media plays a role in our journalism. We no longer ghettoise it to one person, but are in the process of embedding throughout the whole team. Ruth told me she thought one of her tasks as social media correspondent was to make the role extinct - to encourage all journalists in the team to use these tools and not make it the responsibility of one individual."
And that is an accurate reflection of just how social media platforms are forcing all businesses across the globe to review how they operate. A survey by PR Week in October found that 83% of clients now request digital initiatives to form part of PR activity, but for many companies there is still an ongoing uncertainty as to what ‘digital’ actually means. Any agency or company that does not appreciate the importance of social media strategy is going to be quickly left behind.
The whole point of social media is that its evolution is driven by its users, so if companies are not actively using social media tools then they will not be able to keep up with and understand the changes. In recent years there has been a tendency to establish a ‘Head of Digital’ or ‘Social Media Expert’ in companies and agencies, yet the example of Sky News proves that this approach is rather short-sighted. The fact is that we are all going to have to embrace the digital and social media world today if we are going to be successful tomorrow.
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