Mixed Signals: Making Sense of Multi-Directional Media Channels in the Digital World

Two-way media channels complicate the media-to-news viewer relationship. Channels like social media, blogs, and other platforms with commenting and interactive capabilities create a duplicative effect of the provided model. This enables sources and receivers to serve both functions simultaneously.

Consider the following pros and cons of virtual channels:
Pro

• Increased access to previously exclusive perspectives, locations, content
• People-driven content; greater authenticity
• Immediacy of distribution
• Visual capabilities

Con

• Increased competition for viewer/reader attention
• Amateur footage, imagery
• Untrained contributors
• Conflicting messages in light of limited fact checking

As for original intent, the distribution phase appears to be made easier by virtual channels to access wider audiences. Maintaining original intent is a more difficult task to attain due to the feedback loop of two-way social media interaction.

With this in mind, the following objective is a solid framing to make the most of virtual channels. Not the following organization is fictional:

To grow Bluebird Innovations (BBI) Twitter following to more than 5,000 followers by end of 2019 calendar year.

• Specific: Twitter account following for particular handle
• Measurable: Increase in followers
• Attainable: Grown from 4,500 at calendar year start to current total of 4,855
• Relevant: Key channel for BBI supporters, partners, and researchers
• Timely: By end of 2019 calendar year​

The R.A.C.E. model allows for simplistic approach allows for a straightforward presentation of the life of a message or campaign. Consider adopting this to your strategic planning.