The free-for-all days of the internet and social media in the 2000s was bound to eventually run headlong into an ethical quagmire. Online content was never going to be easy to put limits on – even in terms of advertising which has historically been restricted for certain products, industries, and organizations by law or self-regulation. As we look to private tech companies to regulate the ever murkier world of content marketing and branded content what do ethical precedents on advertising say about who should and should not have the ability to use these content strategies for financial gain?
For this post, I’ve created a sample content analysis of the Motor Neuron Disease (MND) Association’s digital content on their website and social media channels (Facebook, Twitter, Instagram, YouTube). The MND Association works on “improving access to care, research and campaigning for those people living with or affected by MND in England, Wales and Northern Ireland.” The aim of the analysis was to determine if the organization’s current content aligns with the business goals defined in its management strategy developed by strategic advisor Bernard Marr & Co., and report findings and recommendations to the organization’s Board of Directors.
Have you ever had one of those dreams where you’re being chased? You don’t know exactly what’s chasing you, what it looks like, or why it’s after you, but you’re certain if you slow down nothing good will happen? If I looked back to find out what this was in my dreams I'd bet I’d find a tangled, towering mass of words, photos, videos, GIFs, graphics, and URLs. I’d find myself being chased by a content monster. As a social media professional this is what my relationship with content feels like sometimes – an unrelenting demand for more.
Having strategy for your brand on social media is always important, but when you have a specific goal you'd like social media to help you achieve, it becomes vital. I've previously posted about how to determine a small business' social media presence, create a calendar, build personas, and write community management guidelines using one of my favorite businesses, Scratch Baking in Milford, CT. Based on this work, I've created the following slides and presentation outlining a social media strategy they could use