Why a Modern Communications Strategy Must Look Beyond Socials

It is extremely easy to assume that communication strategy begins and ends with social media, but how many of us actually look beyond social media? This blog is not about downplaying the importance of social media but actually to bring us to look beyond social media and embrace new media in all its forms. 

Social media platforms like Instagram, Linkedin, Facebook, and TikTok are vital channels to reach out to our target audiences. However, it is also important to realise that our target audiences are growing increasingly fragmented and diverse. Communicators need to adapt to ensure that we are reaching the right people, in the right places, with the right message.

What other options are there? 

New media is not just about joining in the latest trend – it is about where real engagement is occurring. 

• Podcast 

Podcasts offer a whole new level of storytelling. We are now able to deep dive into conversations via this new media channel. In Australia, ABC’s Politics Now , The Daily Aus, and It’s A Lot With Abbie Chatfield, are becoming go-to platforms for both information and influence.

In the upcoming Federal Election, we are also observing more candidates and politicians getting featured in various popular podcasts. For example, Prime Minister Anthony Albanese and Greens leader, Adam Bandt were interviewed by host Abbie Chatfield podcast, ‘It’s A Lot’. This is a smart move to connect with the younger, digitally native voters. 

We have recently placed our client Guide Dogs with the Seven News’ Spectrum Podcast, where one of their advocates shared his lived experience of losing his vision, and his mission to raising awareness for inclusivity and accessibility. 

• Newsletters

Integrating newsletters in communication strategy is resurging as trusted, reliable, and curated sources of content. They offer direct communication with our target audience – free of algorithms and clutter. At Fifty Acres, we have embraced newsletters to stay closely connected with our network. 

However, it is also crucial to be aware not to overuse this channel; too many emails can lead to disengagement. 

• Webinar 

Hosting or participating in webinars is another impactful way to connect and build relationships with your audience. Whether you’re unpacking policy, sharing insights, or elevating lived experiences, webinars offer a flexible and accessible format for engagement.

Our recent federal election webinar with YouGov’s Paul Smith is a great example – bringing timely polling insights to our audience and fostering deeper understanding around voter sentiment. Fifty Acres have hosted multiple webinars and you can find all the recordings posted on our YouTube channel. 

There is no one-size-fits-all for communication strategies today. We have to learn to blend both traditional and new media in a way that meets the needs of the target audience where they are and building relationships across platforms