Media Brands: Is Native Publishing Holding Your Team Back?

Let’s start with a confession. A few years ago I balked at the idea of posting to social channels through a Social Software Platform. It felt impersonal, clunky and far removed from the exciting (and still somewhat new) world of social media.  

At the time I was working in social for a major sports broadcaster and our social team was small. We were essentially a start-up working within a much larger media organization. Layers of process and unnecessary workflows would have slowed us down at the exact time we needed to be nimble and innovative.

But, as social media has matured, so have the needs of people managing it. In just a few years, my former team went from a group of five to nearly 20 people managing 15 different handles across 4+ social networks with a new one popping up every week.  Hello Periscope!

Instead of a social software platform (SSP) holding the team back, it was actually things like posting natively or manually creating analytics reports in excel that limited us.

Still, the idea that an SSP isn’t built for the world of media and entertainment persists and it couldn’t be further from the truth.  Let’s debunk a few of the common misconceptions people have around this topic.  

1. Working in a live window necessitates native, and only native, posting.  

Posting natively is sometimes non-negotiable in the media and entertainment world. But, that doesn’t mean your social team can’t reap the benefits of a Social Software Platform.

In fact, posts made natively through a social network, if you are using an SSP, are tracked the same as posts made through the platform. This means that you get the advanced analytics and tracking of a robust SSP even when you post natively. 

Content can also be labeled for future reporting, allowing you to see campaign performance across all your social channels and accounts and broken out by the categories of your choosing. Additionally, your team will have more bandwidth to dedicate to in-the-moment publishing by leveraging the calendar function to plan and schedule content you know is coming.

2. Posting from a live event is SO much easier through the native platform.

This might be true if it weren’t for SSP’s going mobile. That’s right, there is an app for that, and I promise it will make your team’s life much easier.

Content captured from a live on-site event like the Oscars red carpet or the NBA All-Star Game using an SSP mobile app is instantly stored in a content center that your entire social team can access. No more trying to e-mail too-large photo files back to the office, not to mention HD video. Now, everything your on-the-ground reporters capture is at your fingertips within minutes.

3. Your social team is small and SSPs are only for larger organizations

Sure, one of the major advantages of an SSP is that it helps larger organizations better manage multiple social accounts and complicated approval workflows. But there are a handful of other benefits that can make an impact on your organization, large or small.

Calendar- A comprehensive calendar that shows your past social posts across all social networks (with analytics) as well as any scheduled posts.

Workflows (when you need them) - It may not always be necessary but this could come in handy when training a new team member that needs manager sign-off on content or when a social sponsorship element is scheduled and you want to double-check your team’s work.

Content Labels - By labeling content you will get deeper analytics across all your accounts and social networks. Instead of manually pulling data you will be able to easily curate reports based on labels to provide added insight you might currently be missing.

Content Center - Store photo and video content in one centralized location. This could include assets from reporters in the field, sponsor-specific assets your sales team has sent for later use, or even content created for tent-pole events you know are on the horizon.

Smart Editing - Smart image editing allows your team to upload images and edit them within the platform based on the optimal size and specifications of each individual social platform.

4. Your team hasn’t asked you for a social software platform

Your team is humming along, producing great content and meeting expectations. Why would you want to change something that’s working so well?

The social media landscape is constantly shifting and with new platforms popping up every day that require more of your team’s time, maintaining the status quo simply isn’t going to cut it.

The efficiency provided by an SSP can actually give time back to your team, allowing them to focus on the fun stuff like creating awesome content and coming up with innovative social campaigns.

The deep analytics and reporting you can do with an SSP is going to be your best asset as you continue to prove the value of social to your higher-ups and ultimately is what will get you that extra headcount or additional financial resources you’re looking for.

Instead of asking your team to work harder, you should be asking them to work smarter.

If anything, remember that an SSP doesn’t have to take you away from the authenticity of posting natively— instead it will make everything about native posting better because the true benefits of a social software platform are about making your team more efficient, intelligent, and organized.

Ready to go beyond native publsihing? Learn more about Spredfast Conversations.



March 31, 2015
The Social TV format: Origins
April 7, 2015
Introducing Intelligence: Smart Social Insights for a New Age of Business
Kate Radway is a Team Lead for Spredfast's Product Coaching Team. She's focused on helping marketers unlock the power of social data by removing obstacles in their process. Kate is an advocate of moving social data out of the silo and into broader organizational decision-making.