What are the best strategies to engage your audience?

Engagement is one of the buzzwords of the moment. What are the best strategies to engage audiences with your media brand? That’s what this Ask me Anything session at the GEN Summit 2018 tried to figure out.

José Moreno
Jun 1, 2018 · 6 min read
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Does Facebook still matter for digital media?

Of course, when you talk about engagement nowadays, you have to talk Facebook. Roberts kicked off the ‘Ask me Anything’ debate wondering if Facebook still matters for digital newsrooms today.

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Esra Dogramaci: ‘Still a small proportion of the media use analytics in the newsroom. And that’s a mistake.’

Engage… with analytics

Of course, to engage with your audiences it is important to know precisely who your audiences are. And that’s where analytics come along. Jim Roberts alluded to an article by GEN, where Dogramaci identified dwell time and retention rates, along with growing a female audience, as the most important metrics newsrooms should look at.

What is the most important metric for a newsroom?

Sarah Marshall says that, for Vogue, it could be likes and comments, but overall it would have to be loyals. ‘Loyals represent more for our brand. It’s true that loyalty rates differently around the world, but Facebook is always a good driver for loyalty, because people come again and again to our websites. Messaging apps also do that very well. In general, social media is a good driver for loyalty.’

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Martin Jönsson: ‘For us, the key is achieving digital loyalty through digital quality’

Manage engagement with younger audiences

Kapur’s experience with video also translates into how media brands should interact with younger audiences. ‘Let’s not forget we come from broadcasting,’ she said. ‘Since then, we’ve focused much on crafting videos for digital users and grabbing the attention of the audience. Every person in our newsroom goes to the field with the capacity to film, edit, produce, and publish their work directly on mobile phones. Users identify with that and this generates much higher audience engagement. We also ask users to send us videos to increase participation though video. Video for mobile is in fact a big opportunity, but it’s still pretty hard to monetise’

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Ritu Kapur: ‘If you believe all you read on the internet, you’re an idiot!’

Debunking is engaging

‘If you believe all you read on the internet, you’re an idiot!’ This is how Kapur responded to Roberts about the problem of fake news in India.

Audiences differ around the globe

Talking about audience development now is of course very different than it was a couple of years ago. Now you hear much more about quality and engagement. At Vogue, Sarah Marshall says the leadership was critical in changing the culture of the company: ‘The fact that we have a digital person as president showed us the way. Everybody in the company, from top down, focused on the metrics necessary to achieve our goals.’

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Sarah Marshall: ‘ Loyalty rates differently around the world, but Facebook is always a good driver for loyalty’

Global Editors Network

The Global Editors Network (GEN) was the worldwide…

José Moreno

Written by

I study the digital to understand how it affects the way we live. I train and teach and learn to share knowledge with others.

Global Editors Network

The Global Editors Network (GEN) was the worldwide association of editors-in-chief founded in 2011. It ceased its activities in November 2019 due to lack of sustainable finances.

José Moreno

Written by

I study the digital to understand how it affects the way we live. I train and teach and learn to share knowledge with others.

Global Editors Network

The Global Editors Network (GEN) was the worldwide association of editors-in-chief founded in 2011. It ceased its activities in November 2019 due to lack of sustainable finances.

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