Looking to the Future: The Use of Digital Media Marketing to Reach and Engage Our Audiences
An introduction to the NIVA course “What Works: Moving Your OSH Information to Action Utilizing Best Practices of Digital Media”, 22nd – 24th of May 2018, Schaeffergarden, Copenhagen area, Denmark
Max Lum, EdD, MPA, National Institute for Occupational Safety and Health, Washington, USA
What is Social Media?
Social media is a two-way conversation that starts with listening and then moves to providing useful and relevant content. It begins with building trust often referred to as “authority” so as to earn the trust among audiences to use digitally designed social strategies for outreach purposes. Social media provides a way to create a more personal connection with our audience, to achieve an expanded reach of our messages and to better secure long-term engagement. In addition, social media can be used to confirm relationships, seek influencers and identify potential new audiences.
The use of social media has exploded over the past several years and has begun to redefine how we digitally connect with our audiences. First and foremost, it provides our audiences a more engaging way to identify with our organizational messages and enables better sharing of information, ideas, concerns, and audience feedback in new and cost-effective ways. Social media includes platforms such as blogging, YouTube, Facebook, Twitter, and Wikipedia (the big five). With a few country exceptions these digital channels are global in scope…
Download the whole article here: Introduction to Social Media