Broadcast media outlets are actively contributing to their demise
Broadcast media are contributing to their demise. Whether you watch CNN, FOX NEWS, MSNBC, CNBC, etc., the talent mentions Instagram, Twitter, or Facebook without fail.
You can set your watch to this, especially on local news channels.
None of these social applications would have grown as fast in popularity if print and cable remained silent.
Yet newscasters daily repeat the mantra: “Visit our Facebook page or follow us on Twitter. Add Instagram, TikTok, and podcasts like Joel Rogan.”
The weakening of news company websites
Every time newscasters send audiences to Facebook, Instagram, or Twitter (now X.com), they unwittingly weaken their primary news websites’ search engine rankings by reducing clicks and visits to their sites.
Let’s take a deeper look.
News organizations weaken their websites’ power when they direct audiences to social media platforms.
Here’s why:
Loss of Control and Revenue:
When users visit Facebook, Instagram, or X, news organizations lose control over the user experience and potential revenue streams. They are subject to those platforms’ algorithms and policies, which can affect content visibility and monetization opportunities.
Diminished Branding and User Engagement:
Redirecting users away from their website dilutes their brand identity and reduces opportunities for building direct relationships with their audience. They miss out on valuable user preferences and engagement data they can gather on their website.
Dependence on Third-Party Platforms:
Relying on social media platforms can create a risky dependence. Algorithm changes, policy updates, or platform shutdowns can significantly impact a news organization’s reach and audience engagement.
Content Fragmentation:
Driving users to different platforms fragments the audience and makes it harder to build a loyal community around their content.
Ultimately, news organizations need to balance leveraging social media’s reach with cultivating their own website as a primary destination for their audience.
This could involve:
Promoting their website as the primary source for in-depth content:
Encourage users to visit their website for complete articles, exclusive content, and a richer user experience.
Using social media to drive traffic to their website:
Share teasers and excerpts on social media that link back to the complete content on their website.
Building a solid email list:
Encourage social media followers to subscribe to their email newsletters to receive updates and exclusive content directly.
By strategically using social media to complement their website, news organizations can maximize their reach and engagement while maintaining control over their content and audience relationships.
Giving away free advertising to social media companies
Newscasters unwittingly provide FREE advertising to these social media companies. For example, if you monetized the mentioning of Twitter and Facebook across television and cable channels, it would amount to billions of dollars in FREE advertising revenue each year.
On the other hand, companies such as Yellow Pages, BING, Constant Contact, Microsoft, Google, and many others spend millions of advertising dollars. At the same time, newscasters drive free traffic to a small handful of social networks.
I understand when a news story must mention Facebook as it pertains to the story itself. However, if I were a stockholder in any of these networks, I would insist this practice stop. Similarly, this would create a national buzz if a major media outlet took a stand and announced they would no longer use Facebook or Twitter.
# Broadcast media contributing to their demise
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