“Spray and Pray” is not a viable social media strategy for newsrooms

There are too many social platforms now, so you need to have intelligent focus to make the most of them.

Adam Tinworth
Adam Tinworth

Cory Haik on the end of "spray and pray" strategy for newsrooms on social:

“If the era of early distributed media for publishers was to spray-feed everything, everywhere, the moment we are in now is more about being smart about how we create better relationships with platforms that are meaningful from not only an audience-reach perspective but also in terms of how we want to do great journalism and get an ROI from that journalism,” said Haik.

In short - experiementing is cheap, and worth doing, but at some point you have to focus your efforts on the platforms most likely to deliver a reward. There are now just too many for anyone - bar the biggest of publishers - to use all of them.

These are the sorts of issues we wrestle with on my Online Content Strategies Course - we're running it again in early October. Please join us.

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Adam is a lecturer, trainer and writer. He's been a blogger for over 20 years, and a journalist for more than 30. He lectures on audience strategy and engagement at City, University of London.