Social media changed the game for content creators and brand managers.
According to Bob Hitchcock, editorial content director for Disney Parks, it was social media that created the “big gray abyss.”
“It used to be a really black-and-white world,” he says. “You had a commercial-type production unit or agency handling all your slick commercial content. Then you had PR, PA and internal comms working on that authentic editorial-style content.”
Now brand managers must navigate shades of gray as editorial teams try to incorporate slickly packaged content in various formats to break through online, and as marketing teams go looking for a bit of that authenticity that is PR’s secret sauce.
One thing everyone can agree on: Video is hugely beneficial when programming content on social media.