Markets

Understanding the Media Mix: Interview with Mike Schaffer, Winnie Sun, and Brian Honigman

What are the ingredients of an effective campaign? Or taking a greater step back-how do we develop communication strategies for brand building, reputation management and demand generation more effectively when there are so many more channels and tools to consider? To top it off, there is more pressure than ever to measure the impact of these decisions. Implementing the right balance of paid, earned, social and owned media strategy can be daunting-but the goal is constant improvement, not perfection. Deirdre Breakenridge , CEO of Pure Performance Communications, was joined by an expert panel to discuss the advantages of PESO model, how to create content more strategically, and effective prioritization.

Panelists:

Watch the recap below or from the Nasdaq Twitter account >

Four key takeaways from the discussion:

1. Create content deliberately : In making any social media-related decision as yourself these three questions: Who are the people I want to impact? What is the action I want them to take? What tools and resources do I have to help get make this happen? Each piece of content you create should embody these elements. As Brian Honigman advises, "Prioritize by what's going to help achieve the goal most effectively and most efficiently, knowing that client resources are scarce."

2. Be strategic about participating in new channels : With so many new platforms, where should media efforts be focused? Is it worth allocating resources toward building a presence on a brand new platform (and away from your current communities)? Before venturing into new territory, take the time to step back, gather data, and test. Every platform has its own environment and audience, so what works on one often won't work on another. . Mike Schaffer recommends "gut checking" by asking yourself, "Does that make sense, and how can us make this experiment really work for us in the long term?"

3. Don't be discouraged by a small team or budget: Winnie Sun advises to "prioritize what you have to do, what you can do, and what you enjoy doing… focus on what your strengths are and figure out what your team members can help support." Concentrate on the content that can attract an audience and support your communication goals, and don't be afraid to repurpose content or running bite-size campaigns. For every potential action or piece of content, ask yourself whether it's critical to your campaign or not, and use distinct answers to guide your decision-making.

4. The key to building trust is being consistent and authentic: Brian Honigman says it best when he states, "If you don't internally as an organization take any action on what you're talking about, the trust is lost and the authenticity isn't really there." Between social media and your own corporate website, your company has platforms to discuss your values and social responsibility efforts. But in the same way the web can amplify the positive, it can also quickly expose companies whose actions don't align with their words.

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The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.