“We’re trying to get our heads around TikTok,” someone asked the other day. “Wouldn’t it be far simpler to advertise to reach an audience?
On the face of its a really straight forward potentially bright idea.
TikTok is hot with more than 11 milliuon UK users and mainly from the hard-to-reach U24 demographic.
Can’t you just get your credit card out and magic yourself in front of an audience?
For the purposes of reaching a younger audience in a local lockdown it feels like a magic bullet.
But I wouldn’t for these reasons
Until you’ve got to know your platform you don’t really know what good content looks like. Like chucking cash at a badly designed pdf, anything you did put money behind you may well be wasting.
Not only that, in summer 2020 TikTok advertising is very high level. You can have the UK. You can even have Wales, Northern Ireland, Scotland or England. But you can’t select your town, city or borough.
If you’re a national agency that becomes an option. If you’re Birmingham City Council it doesn’t.
For TikTok, get to know the platform
If you are sold on TikTok then spend time with the platform to see how it works so you can create something of value. Then create something of value.
Or you can advertise on YouTube
There is more than one route up the mountain. If you are trying to find a younger demographic you may want to advertise via YouTube instead.
Before the internets were invented life must have been so dull. Y’know, really dull.
You wrote a press release, you organised a photocall and once in a while TV and radio would show an interest.
A few years back the yardstick of success where I work was getting the local TV news to come host the weather live from your patch.
There’s been a change. Like a glacier edging down the mountain valley blink and not much has happened. Come back a while later and things have unstoppably changed.
Truth is, it’s a fascinating time to be a comms person. We’re standing at the intersection between old and new.
Former Sunday Times editor Harold Evans once said that he loves newspapers but he’s intoxicated by the speed and possibility of the internet. That’s a quote I love.
Here’s another quote I love. Napoleon Dynamite once said that girls only like men with skills. Like nunchuck skills, bo staff skills or computer hacking skills. For a digital comms perspective Napoleon’s quote could be applied there too. What you need are social media skills, press release skills and interactive mapping skills. And a bit more.
Sitting down recently I calculated the many strings to the bow that are now needed. I counted 37 skills, abilities and platforms I’m either using on a regular basis or need to know. Some more than others. Or to use Napoleon’s parlance, bow skills.
Out of interest, and to save me time in googling their associated links, here they are:
The ability to understand the detail and write in plain English.
The ability to understand the political landscape.
The ability to communicate one-to-one and build relationships.
The ability to work to a deadline.
The ability to understand comms channels and what makes interesting content on each.
Write a press release. The ability to craft 300 words in journalese with a quote that’s likely to tickle the fancy of the journalist who you are sending it to.
Use Twitter. To shape content – – written, audio, images and video – in 140 characters that will be read and shared.
Use Facebook. To shape content – written, audio, images and video – that will be read and shared.
Use Wikipedia. To be aware of what content is being added knowing that this belongs to wikipedia.
Use LinkedIn. To shape content – written, audio, images and video – that will be read and shared.
Arrange a photocall. The ability to provide props and people to be photographed and to work with a photographer and those being photographed so everyone is happy.
Use Flickr. To source pics, to post pics to link to communities, to arrange Flickr meets.
Use Pinterest. To source pics and share your content. To build a board around an issue or a place.
To understand when print marketing may work. Like flyers or posters. Yes, even in 2012 the poster and the flyer are sometimes needed as part of the comms mix.
To understand when information can be better presented visually. Through a simple piechart. Or more interestingly as a word cloud or via wordle. Or if its packets of data in spreadsheets or csv files through things like Google Fusion Tables or IBM’s exploratory Many Eyes.
To understand what they are and how they can work. In print for a specific community like an estate or a town centre or via the free under 2,000 emails a month platform mailchimp to deliver tailored newsletters by email. There’s the paid for govdelivery that some authorities are using.
To make sense of information overload and keep a things. With things like pinboard.in you can keep tabs on links you’ve noticed. Here’s mine you can browse through. For campaigns and useful interactions you can also use storify to curate and store a campaign or event. You can then embed the storify link onto a web page.
To know the right channels for the right comms. Social media shouldn’t just be a Twitter and Facebook tick box exercise. It should be knowing how and why each platforms works for each audience. Same goes for the smaller but important platforms like Pinterest, Google+, Instagram, LinkedIn and Flickr.
To know what’s on the horizon and be prepared for it when it lands. Same for emerging fields like Augmented Reality. What is science fiction today will become commonplace in years to come. People like hyperlocal champions Talk About Local who are already working in this field.
To know how to measure and when to measure. The measurement for traditional comms have been around. Potential readership of newspapers. Opportunities to view. Opportunities to see. The new digital landscape doesn’t quite fit this and new ways are being worked out. There isn’t an industry standard means just yet. But the gap has been filled by those who claim to be. The very wise Dr Farida Vis, who took part in the Guardian’s acclaimed research into the English riots of 2011, pointed out that sentiment analysis wasn’t more than 60 per cent accurate. There’s snake oil salesmen who will tell you otherwise but I’ve not come across anything that will be both shiny and also impress the chief executive. Tweetreach is a useful tool to measure how effective a hashtag or a tweet has been. Google Alerts we’ve mentioned. Hashsearch is another useful search tool from government digital wizards Dave Briggs and Steph Gray.
To connect with colleagues to learn, do and share. Twitter is an invaluable tool for sharing ideas and information. It’s bursting with the stuff. Follow like minded people in your field. But also those things you are interested in. Go to unconferences. Go to events. Blog about what you’ve learned and what you’ve done.
To truly understand how the web works you need to use and be part of it. That way you’ll know how platforms work and you can horizon scan for new innovation and ideas. It won’t be waking up at 2am worrying about the unknown. You’ll be embracing it and getting excited about it’s possibilities.
Good comms has always been the art of good story telling using different platforms. No matter how it seems that’s not fundamentally changed. It’s just the means to tell those stories have. That’s hugely exciting.