4 lessons for an increasingly online-driven world

Keep these insights in mind when turning to social media to interact with your consumers.

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Not only are our attention spans shorter, we’re accessing more information. According to Randy Bennett, director of entrepreneurship and partnerships at the University of Florida College of Journalism and Communications, the average American uses four devices to get the news, and almost 70 percent of Americans under 30 get their news from social media.

News isn’t the only thing we’re bombarded with: Bennett says that on average, each adult sees 300 to 500 marketing messages each day.

What can communications professionals do to cut through all that noise?

Bennett and his university partners created a collection of pieces called “Captivate.” The most popular posts include insights on how to effectively tell stories, create meaningful interaction with consumers, use proper marketing techniques and measure your efforts online.

Here are four lessons all communications pros can embrace to better their brands’ social media campaigns:

1. Engagement is all about giving your consumers exactly what they want.

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