If you can’t beat social media, join it. Or ban it?
Dec 7, 2024
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Ted Jason Patrick-Ortiz, Senior Social Media Producer at GMA, shares his experience transforming the network's approach to TikTok. He discusses Australia's social media ban for under-16s and its impact on media reliance on big tech. Ted highlights innovative strategies for engaging younger audiences, emphasizing the importance of adapting content to maintain credibility. The conversation also delves into the risks and rewards of influencer partnerships in news media, showcasing how GMA has successfully boosted its newscast ratings through social platforms.
Australia's unprecedented social media ban for under-16s reflects growing concerns about children's safety but raises questions about implementation and effectiveness.
Media organizations are increasingly leveraging platforms like TikTok to engage younger audiences, highlighting the need for innovation amidst declining traditional viewership.
Deep dives
Australia's Social Media Ban and its Global Impact
Australia has enacted a groundbreaking social media ban for individuals under 16, an unprecedented move that has garnered significant international attention. This ban, championed by the government and the mainstream media, is perceived as a response to escalating concerns about children's safety on social media platforms. Despite the ambitious nature of this legislation, experts are skeptical about its effectiveness, questioning the feasibility of age verification and its potential to create unintended consequences. The situation has ignited a debate in New Zealand, with some local media outlets advocating for similar restrictions while others argue against the viability of such a prohibition.
The Evolving Role of NZ On Air
NZ On Air is redefining its funding approach to support non-traditional media platforms alongside traditional broadcasters, reflecting a shift in how news is consumed today. The agency's commitment to public funding for digital content, as demonstrated by its support for various shows, including current affairs programming, highlights the importance of making quality content accessible to New Zealanders online. This transition comes in response to declining viewership of conventional media and the necessity to reach audiences on their preferred platforms, including streaming services and social media. By embracing a broader funding scope, NZ On Air aims to ensure that local voices remain vibrant in the digital age.
Conflict of Interest Within the Media Landscape
The news media's relationship with social media platforms presents a complex conflict of interest, as outlets must compete for attention and revenue while also advocating for regulatory action against those platforms. Observations indicate that traditional news creators might prioritize their financial survival over impartial reporting, complicating their role as objective informers. Some media outlets are criticized for their inadequate coverage of the implications of social media dominance, raising questions about the health of journalism in the digital era. As media organizations face existential challenges, their strategies pivot towards utilizing social media, despite the associated risks of compromising credibility.
Leveraging Social Media for Audience Engagement
Some media organizations have successfully harnessed social media, particularly TikTok, to engage younger audiences who are increasingly detached from traditional news formats. For instance, a Philippine news network effectively utilized challenges and creative initiatives to encourage audience participation, resulting in a substantial increase in followers and renewed interest in their broadcasts. This approach not only revitalized their viewer base but also demonstrated the importance of adapting to the evolving digital landscape while maintaining journalistic integrity. The experience of such networks emphasizes that innovation and experimentation with social media can be essential for attracting and retaining audiences in today's fragmented media environment.
Australia’s world-first social media ban for under-16s was cheered on by many media - including some of ours. But it's also highlighted their own dependency on big tech. Meanwhile one TV broadcaster that went all-in on TikTok has found a huge new audience. But what are the risks?