3 ways to harness new media to lead

Sir Michael Parkinson is a legend in the arena of journalism and TV – he has interviewed over 2,000 of the world’s biggest names and still, nearing 80, is being recruited to front TV shows in his home country of Britain. Up with technology and what it can do for your personal brand? Candidly, he admits he still uses a typewriter and doesn’t own a computer.

Over the last few years the changing landscape of media has posed some interesting challenges; from the benefits of being informed quickly on breaking news to losing focus of the facts in an attempt to be first to trend.You can imagine that in the ever-changing and fast paced nature of all of these new media opportunities it can be difficult to work out what to do and when – regardless of your age or experience. So, here are my top three tips for harnessing new media to be a more effective leader.

  1. Pick your platforms wisely: being all things to all people is always risky. In the same vein, not every business needs to be on Twitter, Facebook, LinkedIn, YouTube, Pinterest, Foursquare or Instagram. Leading is often about taking a stand and deciding what not to do, as much as it is about deciding what you will do. Understanding your target market and what your core business objectives are will help you to focus on the new media channels that will give you the best return for your time and money.
  2. Get involved in existing social discussions: there is more opportunity than ever before to easily, and for free, leverage the power of existing discussions on channels like Twitter (via hashtags) or LinkedIn (via discussion groups). Work out which of these areas and topics are most relevant to your objectives and find ways to participate in those conversations, sharing your thoughts along the way. Before you know it, there will be a conversation happening around your ideas with extremely valuable like-minded professionals.
  3. Analyse your traffic sources: once you have decided which new media channels to use you need to see how they are working for you. This is as simple as evaluating how many posts/tweets/images/videos etc that you have seeded out to your communities and what they delivered to you against your core business objectives. Finding time to measure results of your activity will help you to both optimise your strategy and evaluate whether the channels are working for you in the ways you had planned.

What do you think – has the quality of journalism increased or declined in the last 10 years?

Join the conversation with me on Twitter @ceovanessa

Watch Michael Parkinson’s interview on The Bottom Line.