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Undeniably, a common practice people do these days while on social media is to read news shared on their feeds. With more than 2.96 billion active users on Facebook, and millions more on YouTube, Instagram, Twitter and TikTok, social media is now considered an essential platform for news consumption.

News consumption is on the rise on social media platforms, but mistrust is high. So, what is the future of social media as a news source? 

Is social media news the new way?

As users openly share their opinions and participate in online conversations, social media is considered a complex space for mainstream media to navigate. And as such, it’s important for journalists and news organisations to continually find ways to adapt to these more informal spaces, given the time people spend on social networks.

Not only can connecting with a variety of consumers on social media uncover significant opportunities for PR, marketing and comms professionals, it can also enable mainstream media organisations to engage with a wider scope of  audiences.

With resources such as social media intelligence, organisations can gain insights and identify  key influencers. They can monitor  engagement across multiple social media channels and learn about market trends and themes. 

Although social media continues to play an important role in how people access the news, the proportion of users varies from country to country. Social media feeds are full of information and opinions shared by everyday people, activists, politicians and news media outlets. But the level of attention these groups receive can be different across each social network.

The divide on social media news

Due to the naturalisation of social media among users, younger audiences tend to source their news updates from social media. This has caused a generational divide in trust on social platforms between younger and older audiences.

The 2022 Digital News Report found that newer platforms such as TikTok, reach a quarter (24%) of under-35s, with 7% using the platform for news – even more in parts of Asia.

Similarly, 16 per cent of US adults are active on Twitter, with exactly half of those (8%) accessing the news through tweets.

With 21.45 million active social media users in Australia and 4.35 million in New Zealand, it’s no wonder many use social media as their go to for everything from news, entertainment, shopping and messaging.

The 2022 Digital News Report also suggests publishers will be paying less attention to Facebook and Twitter and will instead put more effort into Instagram, TikTok and YouTube. As these platforms are fast becoming the norm for younger generations - spending on average 3 hours per day on social media - they will likely continue to rise, regardless of trusting the chosen network. And as a result, the use of social media as a news source from older generations could further accelerate over time. 

Do we trust it?

Despite 44 per cent of Australian adults reporting they used social networks to keep up to date with news and current affairs, there are still reservations about the legitimacy and authenticity of the news published on social media. Organisations such as Newsguard are exposing the misinformation economy and leading the fight against misinformation across all new sources. 

Social media platforms still have a long way to go to clean up ‘fake news’ and sharing misinformation, however they also have the power to democratise opinion, allowing users to have their say and be heard. 

Meanwhile, polarised debates in social media are making publishers rethink the ways in which journalists should engage on social networks. After concerns about reputational damage, many publishers and news organisations have tightened their social media rules.

Looking ahead

Although social networks spread information faster than any other media, traditional media monitoring will continue to be an important part of a PR and comms strategy. And despite social media’s prevalence increasing in these strategies, it will continue to be a noisy space.

Whether it's a news article, tweet, blog or interview, it’s important to listen for a story that might be brewing. Using a social media intelligence platform will help put PR and comms professionals in control as it provides the launchpad to explore the news, see it in more detail and analyse what is uncovered.

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When it comes to reputation management, understanding your audience perception puts you a step ahead. Learning your audiences frustrations and what drives them, provides insight into how to positively engage with them. As a PR or comms professional, knowing which audience segment impacts or influences your brand reputation is key, especially when sharing messaging.

Reputation is important at the best of times, yet throughout the pandemic, pharmaceutical companies gained the media spotlight whilst their reputation was under scrutiny. As a result, they had to act swiftly and develop new vaccines for immediate and long term use on a global scale.

How do audiences perceive the pharmaceutical industry?

Since the pandemic, we've learned companies are expected to lead. Large companies that failed to take significant actions lost reputation. Those that acted on the opportunities presented to them, flourished. To build or maintain a positive reputation, companies needed to become agile and evolve their operations. 

By using media monitoring and audience intelligence tools, brand reputation and audience perception can be tracked and managed by monitoring traditional and social data, news and industry-specific artificial intelligence (AI). 

Audience perception comes from customer experience, functionality and reputation across mainstream and social media conversations. With social media being an unfiltered platform, it can be hard for brands to control their narrative. However, when you know what your audience is saying about your brand, you can better understand the influential voices and outlets leading the conversations. Monitoring traditional and social media allows you to:

The change in audience sentiment

As an industry that’s responsible for the research, development, production and distribution of medications around the world, having a positive reputation is invaluable.

Pharmaceutical companies frequently use social media to communicate health concerns, new advancements and potential outbreaks. Furthermore, they have been in the spotlight for the past 24 months, helping a society navigate through COVID-19 and out of lockdowns.

The pandemic led to a rapid change in public sentiments over a short span of time. People expressed sentiments of joy and gratitude toward good health, yet sadness and anger at the loss of life and stay at home orders. 

It’s important to understand audience perception toward health-related content, and how your audience perceives the news you share or is shared about you. As the world turned to pharmaceutical companies for vaccines, heightened media coverage meant the public were listening, watching and paying more attention than ever before. This gave those companies the opportunity to redefine what they stand for.

The role of social media

Historically, the sector had been tarnished by bad publicity. However, the Ipsos Global Trustworthiness Monitor 2021 report revealed pharmaceutical companies are now seen as more trustworthy than they were three years ago. 62% of Australians say they trust pharmaceuticals, in comparison to a global country average of 31%.

Social media intelligence plays an important role in how audiences discover, research and share information about a brand or product. Pharmaceutical companies need to continue their connection with their audiences, through storytelling. With this, they can influence a positive narrative and maintain the positive shift in reputation.

During the pandemic, Pfizer dominated social media. On Twitter, Pfizer was the most mentioned company compared to other competitors during the same period. Conversations about the actual brand were not as popular as vaccines, yet social media buzz was inline with Pfizer's consequential milestones and notable events during the pandemic.

With company mentions of this calibre, there’s no denying the number of conversations involving pharmaceutical companies. Audiences are talking in an unfiltered manner. Whether it's about their credibility, reputation, or the effectiveness of treatments, there’s no escaping the global conversations about the pharmaceutical industry.

Companies cannot afford to ignore conversations that could influence their reputation. Rather than treating it as something beyond their control, using reputation management tools within a media intelligence platform can assist in rolling out a more effective and efficient comms strategies on both traditional and social media.

The power of audience perception

A recent study on Eczema & Atopic Dermatitis by our sister company, Pulsar, shows a topic that is considered an intensely private conversation, has since moved online. An analysis was performed on the relationship between influential figures and wider audiences.

The below chart shows what the engagement metrics look like for the 19 most-engaged with accounts describable as either dermatologist, esthetician, medical doctor, nurse or pharmacist. 

From this chart it tells us dermatologists hold authority in this conversation with three of the highest engagement tallies originating from dermatology accounts. This suggests their audience trust their expertise and are favourably perceived.

The above chart shows a comparison analysis on audiences engaging in conversations around both eczema/atopic dermatitis and medicalised skincare on Twitter. This is set against the more general eczema/atopic dermatitis conversation over the same period (Sept 2020 - Oct 2022).

Healthcare professionals remain a significant presence. Viewing the two audiences alongside each other:

• Young black communities cohere into the single largest community.
• LGBTQ+ communities emerge as a far greater presence in the wider conversation. 

From this study, we can see there is a seamless loop between conversation analysis and audience segmentation. This allows for a dynamic view of how each community talks about a topic differently. 

3 pillars to consider when repairing brand reputation

1. Be active and engaged on your social networks to help control the conversations. Turning the mythology around can be difficult, but with a compelling or positive evergreen story, it can change the perception audiences have about your company.

2. Monitor what is being said. Negative news gets more attention. This creates unwanted negative conversations and commentary. Tracking analytics, such as media mentions, share of voice and media outlets with a media intelligence solution allows you to keep a vigilant eye on the type of media coverage you’re receiving. When repairing a negative reputation, at least 35% of the company’s share of voice should involve company representatives.

3. Create a recovery roadmap to deliver on business improvements. Be transparent and authentic when it comes to communicating to customers and stakeholders. This will help with rebuilding trust and repairing your reputation. 

When a company needs to repair their reputation there is a need to use sources of traditional and social media. These will form the pillars of their repair strategy. These pillars can support a comms strategy with real-time data, identifying what's working and what isn’t.

If you would like to learn more about media intelligence to manage your reputation or the active conversations about your brand using audience intelligence, get in touch with us today.

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Live stream shopping is a huge industry in many countries. In China, selling through live streaming is a leading sales platform. However, it has yet to take off in Australia and New Zealand. There are currently more than 200 live streaming sites with over 700 million users in 2021, reported Influencer Marketing Hub. Over 400 million of those purchased via a live stream platform. 

China's live streaming market is anticipated to reach US$103.39 billion in 2026, according to Research and Market's report "China Short Video & Live Streaming Market: Insights & Forecast with Potential Impact of COVID-19 (2022-2026)". Live stream marketing isn't for every brand or sector. At this stage for the ANZ market, it works out as a brand awareness or excitement drumming solution.

Live stream shopping in Australia and New Zealand: will they or won't they?

In Australia, Shopify released an integration with Youtube in 2022. This integration allows creators to now tag products related to their live stream directly from the live control room. For example, confectionery giant Kitkat tapped on the powers of live stream shopping downunder. 

The company promoted their new products to their audiences through their live streams. They offered options to buy online and in-store while encouraging in-store visits. This campaign boosted brand awareness amongst 35 - 44 year olds.

Despite the trend, social media platforms like Facebook and TikTok have back-pedalled on their live stream shopping offerings in this region. Prior to the end of Facebook’s live shopping function in Australia, the company even announced a shutdown of their live stream app "Super" for February of 2023.

According to Savvy's Australian online shopping behaviour report, 30.3% of Aussies bought something via social media. Oliver Tatlow, Reckitt Hygiene’s Managing Director for Australian and New Zealand told AFR that, “Online will be the largest sales channel in Australia and New Zealand within the next five years.”

Although the technology is present in Australia, there is a lack of interest. This can be attributed to mistrust in social media content and big companies or a lack of emotional investment in brands. Online shopping has grown in a post-covid world but ecommerce companies like Amazon have experienced a fluctuation in stocks.

Ultimately, consumer behaviours in Australia are constantly changing and live stream shopping might slowly catch on. When more brands start offering their products through live stream shopping, the Australian market will jump on.   

Considerations for stronger customer lifetime value

With so many channels and platforms within a finger tap's reach of consumers, consumers can easily access the information they need to inform a purchase. Brands need to understand how to communicate that information consistently and efficiently so as not to lose consumer interest. 

Placement and seamless embedding of purchasable/discoverable products into a live stream shopping experience is crucial as well as embedding of product information. 

Ultimately, live stream shopping is a high-engagement, brand awareness and product education tool. You should also emphasise high discoverability on your social platforms. As with most social functions, you have to know how to make it relevant to your consumers.

A report released by Instagram in 2023 reported that social media users are excited for face-to-face interactions with digital relationships. They also want their favourite influencers to get into new forms of media such as live stream shopping. Picking the right influencer for your live stream marketing campaign may be the answer for your brand.

Three elements of live stream marketing success

1. A trending topic or person

Among the most effective and frequently-used strategies for live streaming marketing, hiring a celebrity for a campaign is the most effective one. However, engaging with a group of social influencers which are relevant to your brand can be effective too. .

Finding trending topics to engage with relevant influencers is also a successful strategy in building a live stream marketing plan. Using media monitoring and social media intelligence can help in finding those topics.

For example, according to Isentia’s social media research into the luxury sector, organic buzz led by influencers and celebrities have increased more than three times since 2015.

2. Content is crucial

While people may be attracted to celebrities, the key to a successful live streaming campaign is to have engaging content. This content must be relevant and informative that keeps people watching until they take action. 

Other common formats for live streaming campaigns include fashion shows or product launches. They are used as a tool to amplify the impact of the offline events and attract more audiences.

In China, cosmetics giant L’Oréal invited celebrities Gong Li, Li Bingbing and Li Yuchun to live stream behind-the-scenes segments at the Cannes Film Festival for its official Meipai account. During the live stream, the stars recommended lipsticks they used. After four hours of live streaming, the featured lipsticks were sold out online.

Other creative formats for live streaming campaigns include sharing new technology, teaching audiences about how to use new products, and revealing backstage or production procedures.

3. Creating urgent demand live 

In a KPMG report on consumers, price remains the key driver behind online shopping. Consumers are more price-sensitive during online shopping, and discounts are a major driving force.

Live streaming dramatically increases sales conversion because it creates urgency among viewers. They might miss out on a deal if they don’t act quickly. Whether it is a good price or availability of stock, viewers will be pressed to act.Live stream shopping should be a new platform for brands. For brands thinking about tapping into the live streaming market, we suggest starting with research and using tools such as media monitoring and social media analysis to uncover any live streaming case studies within your industry.

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Remote work has evolved from a novel concept to one that is more widely accepted and normalised over the past few years. But what are people saying about digital nomadism, the agile lifestyle facilitated by remote work? What do people think of being allowed to work from anywhere and travel the world while holding the same remote job? Is it as exciting as it’s hyped up to be, or are people beginning to see the challenges around constantly finding themselves alone in a new place?  

In a blog post from our sister company Pulsar, social, news and audience data show limited interest in alternative working arrangements from 2016 until 2020. Interest in the digital nomad lifestyle gradually gained prominence in niche communities, starting from co-working space users in 2016, becoming a valid lifestyle option for developers and tech entrepreneurs in 2019, and eventually pushed into the mainstream in large part by the COVID-19 pandemic, further propelled by buzz amongst cryptocurrency enthusiasts.

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During the COVID-19 pandemic, most companies and employees had to quickly rethink their working arrangements and setups, with most employees transitioning to remote working from home. Many others, however, saw the pandemic as a great reset in their professional and personal lives and decided to prioritise well-being and travel.

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What are the biggest challenges of being a Digital Nomad?

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But it’s not all fun and games: analysis of the Digital Nomads' conversation across Twitter from February 1st to May 2nd for the years 2016, 2019 and 2022 shows three of the most-discussed issues regarding being a digital nomad are obstacles: Visa, Loneliness, and Accommodation. Independent living has been one of the biggest concerns in the past few years.

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What's going on in Asia, then?

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In the case of Malaysia and Singapore, we find that some workers who were previously commuting between the two countries have found a new way of working.

There are also mixed sentiments from locals on the presence of expats. For instance, due to an influx of digital nomads, prices have risen significantly in many areas in  Malaysia and Singapore. One person on Twitter noted that they realised that the problem in Malaysia is the salary, not the cost of living. 

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In the case of Malaysia and Singapore, we find that some workers who were previously commuting between the two countries have found a new way of working.

There are also mixed sentiments from locals on the presence of expats. For instance, due to an influx of digital nomads, prices have risen significantly in many areas in  Malaysia and Singapore. One person on Twitter noted that they realised that the problem in Malaysia is the salary, not the cost of living. 

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Spent too much time inside overseas digital nomad groups, they had a lot of good things to say about Malaysia.

I'm convinced, we Malaysians have a salary problem, not a cost of living problem. 🥲

— Rin (@rinmansor) July 31, 2022

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Malaysian and Singaporean social media note that Bali, Indonesia, is a hotspot for digital nomads.

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Some online news outlets have noted that being a digital nomad is now in the mainstream. It has become so popular that Indonesia's Tourism and Creative Economy Minister Sandiaga Uno has sped up the digital nomad visa planning to promote tourism in Indonesia, specifically in Bali. Other businesses are attempting to cash in on this trend and encourage digital nomads worldwide to stay and spend.

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They’re calling it ‘workcation’: Tourism Minister Sandiaga Uno fast tracks digital nomad visa plan https://t.co/T3CAwe39LK

— Tan Kok Leong (@Leong328Kok) June 28, 2022

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Indonesia is among the countries that offer special digital nomad visas, with benefits including extended stays for up to five years and tax exemptions. 

Some workers from Malaysia and Singapore have begun to adopt remote working, including several Reddit users. One even shared their first experience as a digital nomad in Boracay, Philippines.

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For most people, the lure of the open road and less-than-staying-at-home tend to be alluring. Digital nomads like the freedom to do whatever they please as long as things are functional. 

The nomadic lifestyle works very well in many ways, but it can improve by adding some extra comforts.

With the flexibility to choose the location they want to work and the type of work they want to do, digital nomads have many options. And once they find a company they like and that work well with their schedule, they can often stick with them as they work remotely.

The rise of "slowmad"-specific visas, such as in Indonesia, which allow employees to remain in specified locations for a long time without becoming subject to a nation's taxes or laws, is partly responsible for the increased digital nomad conversations, as shown in the data above. Using Pulsar TRAC, we can witness such on-ground discussions in Asia and globally.

If you’re interested in learning more about this dataset, or discovering how social data can lead to insights across technology, consulting and several other spaces, please reach out to sea.sales@isentia.com.

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