Social Media Strategy for Evening Standard Newspaper

This report presents a social media strategy designed for the Evening Standard newspaper, specifically targeting the women's section. It begins by highlighting the significance of social media in reaching target audiences and then analyzes the Evening Standard's current social media presence, particularly on Twitter, before advocating for a Facebook-centric strategy. The report discusses the selection of Facebook as the primary media outlet, outlining the platform's user-friendliness and its potential for crowd-sourcing information and engaging with the target audience. It further details the setup of media outlets, including personalized email newsletters and specialized websites, and emphasizes the importance of measuring the success of the social media strategy through metrics like click-through rates and audience comments. The report concludes by reiterating the effectiveness of Facebook in conveying messages and engaging with the audience, providing a comprehensive framework for the newspaper to enhance its online presence and audience interaction, specifically focusing on the women’s section and its concerns.

Running head: SOCIAL MEDIA STRATEGY
Social Media Strategy
Name of the Student:
Name of the University:
Author Note:

1
SOCIAL MEDIA STRATEGY
Table of Contents
Introduction......................................................................................................................................2
Selection of the Media Outlets........................................................................................................2
Crowd source information for the Evening Standard’s Dispossessed Campaign...........................3
Set up of the Media Outlets.............................................................................................................4
Goals of Social Media Strategy.......................................................................................................5
Use of the Social Media Platform....................................................................................................5
Examples for promoting the Contents.............................................................................................5
Measurement of the Success of the Social Media Strategy.............................................................6
Conclusion.......................................................................................................................................6
References........................................................................................................................................8

2
SOCIAL MEDIA STRATEGY
Introduction
Social media is the most effective platform for reaching out to the target customers in
current age. The fondness of the people towards socializing through the different social media
platform has given rise to the business promotion aspects as well (Järventie-Thesleff, Moisander,
and Villi 2014). The newspaper companies use the pages in the social media sites to promote any
specific section of the discussion. The study would develop the appropriate social media strategy
for the women section of Evening Standard, which is a local newspaper company in London.
The development of the media outlets for the target audience would be discussed in this study. In
addition to this, the analysis of the effective social media strategy would be presented in this
study.
Selection of the Media Outlets
The London Evening Standard is the local newspaper published Monday to Friday in
London. By sharing the domestic and international news, this newspaper has captured the
dominant position in the regional areas of London (Standard.co.uk 2017). The different sections
available in the news paper provide the current updates that create the buzz among the readers.
However, currently, this news paper company concentrates on developing the social media
strategy for ensuring the crowd-sourcing for the women section of the paper. The company has
the remarkable presence on Twitter through which a large number of populations get access to
the current updates and social facts (Standard.co.uk 2017). However, recently, the company is
focusing on the development of the social media outlets in Facebook. Creating an individual
page on Facebook regarding the women’s aspects would be beneficial enough in ensuring
crowd-sourcing of the newspaper outlets. With the development of the social media strategy, the

3
SOCIAL MEDIA STRATEGY
company can even target the young women to develop their insights about the inequality
concerns and the other aspects of the women (Castelló, Etter and Årup Nielsen 2016). The
further section of the study would develop the ideas about the crowd-source information for the
dispossessed campaign of Evening Standard. The effectiveness of the selected media outlets
would also be discussed in this study.
Crowd source information for the Evening Standard’s Dispossessed Campaign
The dispossessed campaign of the Evening Standard was established in 2010 for helping
the grassroots charities to tackle poverty, exclusion and inequality across the capital. In the year
of 2010, the newspaper company collected almost £18.02 million from government, business,
Big Lottery, general public, and Comic Relief (Dispossessedfund.org.uk 2017). The initiative
undertaken by the company to raise the fund was considered as the biggest newspaper campaigns
developed outside of natural disaster or war. The newspaper company like The Counted adopted
the fundraising strategy by developing the online newspaper articles. Even though the Evening
Standard has gathered majority of the amount through establishing the dispossessed campaigns,
it is necessary to identify the alternative procedures as well (Castelló, Etter and Årup Nielsen
2016). Therefore, it can be suggested that developing the social media strategy would be helpful
in increasing the dispossessed funds. The social media strategy development would be even
helpful in organizing the crowd source information (Filo, Lock and Karg 2015). The target
audience, such as the young women would understand the basic concerns regarding the different
issues. Moreover, these specific target readers can even present their area of concerns through
the Facebook pages. The development of the understanding would be helpful enough in raising
the funds and introducing the crowd source information.

4
SOCIAL MEDIA STRATEGY
Set up of the Media Outlets
In current situation, it has been observed that the newspaper publishers require
engagement of the readers, and personalizing the media contents more specifically. Therefore,
while establishing the social media strategy, it is essential to develop the concerns regarding the
following areas:
 The email newsletter is needed to be personalized with proper specifications.
 It is necessary to shift the mentality from the advertiser to the users at the initial stage.
 Developing the specialized websites is also much essential for the newspaper articles or
sharing any information (Aral, Dellarocas and Godes 2013).
 Working with some of the active social sites, such as Facebook, Google, Amazon would
be fruitful for promoting the news or conveying the information to the readers.
 Another bigger priority is to check the digital facts through online sites. It would be
helpful enough to measure the responses of the target audience.
It has been observed that Evening Standard has the remarkable presence on Twitter.
However, the extensive market research conducted on the effectiveness of Facebook as the social
media strategy informed that people are much responsive when they are presenting their
concerns and reviews (Killian and McManus 2015). The users of Facebook pages have crossed
millions in numbers due to which it is considered as the most relevant site to communicate with
the people worldwide. Creating a page in Facebook provides the opportunity to communicate
form both ways and understand the concerns and reaction of the audience (Scott 2015). The
observation of the review would be helpful for the news companies to understand the area of
concerns and the process of crowd source information. Therefore, it can be implied that
Facebook is the most relevant social media sites to convey the information to the target audience.

5
SOCIAL MEDIA STRATEGY
Goals of Social Media Strategy
The social media strategy is developed to engage the audience towards the concerns
raised against the women inequality and other concerns of the women. The content contains area
of investigation and the information surrounding the subject matter. The discussion of the .shared
experiences and the review of the audiences in the comment section would help in understanding
the perceptions of the target audience (Macnamara 2016). Twitter is the biggest competitors of
the Facebook. It is noticed that Facebook is more user-friendly than the Twitter account. In fact,
Facebook is the most helpful social media platform that helps in reaching to the target audience
more quickly. Therefore, Facebook is selected as the media outlet for Evening Standard.
Use of the Social Media Platform
The study focuses on developing Facebook pages for Evening Standard. The newspaper
company aims to reach out more audience of the young age. The young age women are the target
audience for presenting their point of views about the different aspects of women. Gathering the
responses from the target audience can be reviewed (Ashley and Tuten 2015). The extensive
market research for the target audience would be necessary for accomplishing such purpose.
It is stated that Facebook is most relevant and user-friendly social media platform
through which the maximum number of the audiences can be targeted. Moreover, the audiences
are quite responsive in the Facebook pages, which is helpful for understanding the point of views
of the target audience. However, creating the Facebook page requires following few basic steps,
which are as follows:
 Creating an account in Facebook. The user ID may contain the name of the official
website or the name of the admin.

6
SOCIAL MEDIA STRATEGY
 After creating an account in Facebook, the ‘create page’ option is needed to be selected.
 It is required to develop the target audience, a clear description of the page and
establishment of an icon.

7
SOCIAL MEDIA STRATEGY
 The necessary contents would be added to reach out to the people targeted for the
women’s section of the newspaper.
 Promoting the attractive content is necessary for drawing the attention of the readers.

8
SOCIAL MEDIA STRATEGY
Following these basic areas would be helpful enough in developing the concerns about the
women’s aspects in a social media platform.
Measurement of the Success of the Social Media Strategy
After the implementation of this social media strategy, it is necessary to measure the
success parameter to structure the future initiatives. The operator can measure the number of the
clicks shared by the members in the page (Fuller 2016). The responses or the comments of the
members would be measured accordingly. Monitoring these responses would determine whether
the news paper media has accomplished the goal of engaging the target audience or not. The
continuous monitoring of the reviews and comments would present the ideas about the
audiences’ perspective values.
Conclusion
The study concentrates on developing the social media strategy for developing news of
Evening Standards. The news articles are developed for conveying the messages about the
women’s aspects to the young women. The company has the active presence on Twitter.
However, this social media strategy is developed for creating the official page on Facebook. It
has been observed that Facebook is the most effective and user-friendly social sites that include
the active responses. The users of Facebook pages have crossed millions in numbers due to
which it is considered as the most relevant site to communicate with the people worldwide.
Creating a page in Facebook provides the opportunity to communicate form both ways and
understand the concerns and reaction of the audience. Hence, the news paper company can
formulate the relevant and informative contents related to the women’s aspects. Conveying the

9
SOCIAL MEDIA STRATEGY
messages through posting pictures would make the contents more attractive. In addition to this, it
is necessary to measure the success of the developed social media strategy.
.

10
SOCIAL MEDIA STRATEGY
References
Aral, S., Dellarocas, C. and Godes, D., 2013. Introduction to the special issue—social media and
business transformation: a framework for research. Information Systems Research, 24(1), pp.3-
13.
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
pp.15-27.
Castelló, I., Etter, M. and Årup Nielsen, F., 2016. Strategies of legitimacy through social media:
The networked strategy. Journal of Management Studies, 53(3), pp.402-432.
Dispossessedfund.org.uk. 2017. The London Community Foundation. [online] Available at:
http://www.dispossessedfund.org.uk/about-the-fund.aspx [Accessed 3 Nov. 2017].
Filo, K., Lock, D. and Karg, A., 2015. Sport and social media research: A review. Sport
management review, 18(2), pp.166-181.
Fuller, G., 2016. Prevent, plan, manage: Social media strategy for crisis
communications. Journal of Digital & Social Media Marketing, 4(3), pp.243-250.
Järventie-Thesleff, R., Moisander, J. and Villi, M., 2014. The strategic challenge of continuous
change in multi-platform media organizations—A strategy-as-practice perspective. International
Journal on Media Management, 16(3-4), pp.123-138.
Killian, G. and McManus, K., 2015. A marketing communications approach for the digital era:
Managerial guidelines for social media integration. Business Horizons, 58(5), pp.539-549.

11
SOCIAL MEDIA STRATEGY
Macnamara, J., 2016. The continuing convergence of journalism and PR: New insights for
ethical practice from a three-country study of senior practitioners. Journalism & Mass
Communication Quarterly, 93(1), pp.118-141.
Scott, D.M., 2015. The new rules of marketing and PR: How to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John
Wiley & Sons.
Standard.co.uk, 2017. London Evening Standard. [online] Evening Standard. Available at:
<https://www.standard.co.uk/> [Accessed 3 Nov. 2017].
Standard.co.uk, 2017. Social Media. [online] Evening Standard. Available at:
<https://www.standard.co.uk/topic/social-media> [Accessed 3 Nov. 2017].