Two aces come out on top

Communications mix

The hype surrounding the use of social media in corporate communications shows no sign of abating. This is repeatedly confirmed by studies carried out by Bitkom, the German Association for Information Technology, Telecommunications and New Media. Last year, two out of three companies in Germany used social media for internal and external communications. One in two companies has its own social media teams. So is social media set to become the be-all and end-all of corporate communications in future?

In our opinion, no. It all comes down to the communications mix. Trade media, in particular, remain an important source of information. For decision-makers, they are even the most important source, as demonstrated by the B2B decision-maker analysis conducted by the German trade press. 

Our advice: it’s all about the mix

What does this mean for the strategic direction of your own communications?

When selecting and using the relevant communication tools, it is important to analyse precisely which objectives and target audiences are to be reached. Whilst social media is usually more light-hearted and up-to-date, trade media can provide background information and details. Links to specialist articles can, in turn, be shared via social media, thereby reaching a wider audience. The two communication tools should not be seen as competing with one another. Rather, they enrich and support one another in order to address the target audience as effectively as possible.