How to reach and engage new and younger audiences on social media : case newspaper Karjalainen
Korhonen, Sanna (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121236549
https://urn.fi/URN:NBN:fi:amk-2023121236549
Tiivistelmä
The objective of this thesis was to investigate and develop solutions for how a regional newspaper can reach and engage new and younger audiences on social media. This was pursued by creating a research-based social media strategy for the newspaper Karjalainen during a six-month development task.
The underlying cause for conducting this research and development task is the drastic change in the media landscape and the newspaper industry and the lack of research on journalistic social media strategies.
The development task was conducted by exploring different phases of a social media strategy framework, approaching the process through design thinking and action research, supported by research data. Central themes were continuous learning, inclusivity, audience engagement and value creation.
The thesis work demonstrates that improving and coordinating social media activities creates growth in reach and engagement. In this process it is essential to place the audience at the center. It is important to recognize and understand them, to learn to craft content that genuinely adds value to their experience and increase authentic communication with them.
The underlying cause for conducting this research and development task is the drastic change in the media landscape and the newspaper industry and the lack of research on journalistic social media strategies.
The development task was conducted by exploring different phases of a social media strategy framework, approaching the process through design thinking and action research, supported by research data. Central themes were continuous learning, inclusivity, audience engagement and value creation.
The thesis work demonstrates that improving and coordinating social media activities creates growth in reach and engagement. In this process it is essential to place the audience at the center. It is important to recognize and understand them, to learn to craft content that genuinely adds value to their experience and increase authentic communication with them.