An article in the current New Yorker, “Non-Stop News,” discusses the blinding speed of the news cycle as it exists today, pointing out the fact that President George W. Bush’s administration–while still being responsive to cable and internet news–didn’t have to deal with the likes of Twitter and Facebook.
Political blogs existed and were certainly popular, and indeed some of the largest (Huffington Post, Politico) were formed during Bush’s tenure. But blog readership at that time was determined by subscriptions to RSS feeds, links from other sites, and perhaps references in traditional media. If readers were really astute they might find it on Digg or Reddit.
The landscape is much different for the Obama administration. Now as soon as a blog post is published it’s tweeted and Facebooked instantly. With monitoring tools like Cotweet, Tweetdeck and myriad others, it is possible to respond just as quickly. Journalists tasked with covering the White House are stretched further and expected to produce faster than ever before.
According to the article, every day NBC’s Chuck Todd:
- does eight to 16 on-camera interviews
- writes the first post on NBC’s blog
- appears on the Today Show and/or Morning Joe
- churns out eight to 10 tweets or Facebook posts
- publishes three to five blog entries, and
- co-hosts the one-hour MSNBC newscast “The Daily Rundown.”
Granted, this is the output of one of the most active and astute political reporters out there, and covering the beltway and White House goings-on is one of the biggest jobs in journalism. But for a company, what business is more important than yours?
Who is your organization’s Chuck Todd? And what if you don’t have one?
That one person not only needs to approximate or match that productivity, but coordinate with marketing, communications, IT and often compliance. They need to plan content in advance as well as react to current and unforeseen events and discussions. They need to make certain that all communication across all these digital channels maintains a consistent voice and message. And they need to make sure that all these efforts are measured and analyzed as they relate to conversions and the bottom line.
So who’s it going to be? The intern? The secretary? Or a team of people who can get inside your organization and find out what makes it tick, then work with you to present the best possible image?
In the beginning stages of forming Raidious, we liked to somewhat whimsically ask the question “What if CNN covered your company?” Now we realize the aptness of that question, and how clearly and precisely it describes what we do. And as we’ve found, it also describes exactly what many companies need. Maybe you do too. Get in touch and we’ll talk about it.