As news organizations face increased financial pressure, it’s become a mantra to be more “data driven” in business operations. But making good data-driven decisions depends upon getting good data. Social video presents one of those strategic challenges.
Since the emergence of social video, news organizations have struggled to decide how to prioritize and allocate their most precious resource: staff time. Is it worth the time to have anchors, reporters and digital teams create and publish these social videos? If so, to which of the myriad platforms? And for what purpose? Are these branding strategies, for audience development or for driving traffic?
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