Author
Tjaša Mušič, Kliping d.o.o.
Digital transformation has significantly influenced the communication industry and changed how we access information. While more and more people turn to social media for news and opinions, many organizations continue to prioritize television, online portals, and print media. Research shows that social media often ranks among the least-used channels in communication strategies, with only radio being used less frequently (Kliping, 2024).
There are several reasons for this caution—traditional media offer predictability and structured processes, whereas social media present numerous challenges, such as rapidly changing algorithms, anonymous authors, and an overwhelming amount of content. In such an environment, many communication professionals opt for a cautious approach, sometimes even adopting the strategy of "what you don’t know won’t hurt you." But is this really the right path?
It is essential for organizations to recognize the importance of social media and integrate it into their communication strategies in a way that makes sense for their business. Monitoring trends, understanding platform dynamics, and adapting their approach are key steps for successfully navigating the digital world.
Organizations’ reluctance to include social media in their communication strategies often stems from a sense of uncertainty and unpredictability associated with these platforms. This is precisely why systematic monitoring of content is crucial for understanding developments and responding in a timely manner. Just as organizations have media clipping services for traditional media, solutions exist to provide a better overview of social media activities. The purpose of such solutions is not merely to collect vast amounts of data but to identify key information relevant to organizations. In Slovenia, this solution is offered by Babl.
Regular monitoring of social media enables faster responses in crisis situations, better understanding of public opinion, and more effective adjustments to communication strategies. It also helps identify important topics, influential individuals, and trends that can impact an organization’s reputation.
In an era where artificial intelligence and digital platforms are increasingly shaping the media landscape, organizations face a choice: passively observe changes or actively adapt their approaches. Despite the challenges posed by social media, these platforms also offer opportunities for more direct and effective communication with the public.
It is essential for organizations to recognize the importance of social media and integrate it into their communication strategies in a way that makes sense for their business. Monitoring trends, understanding platform dynamics, and adapting their approach are key steps for successfully navigating the digital world.
Guest Expertise is a section on our blog where we occasionally invite experts from various fields related to strategic communication to share their insights. Through their perspectives and experiences, we aim to offer a broader view of trends, challenges, and opportunities in the world of communication, enriching the understanding of the dynamic media landscape. This time, Tjaša Mušič from the Kliping d.o.o. agency shared her knowledge with us.