The digital world calls for digital roles, forcing perception management strategies to evolve as new influences define how a company can and should communicate with the general public.
Businesses are taking new measures with regards to risk management. New positions are being created within companies to ensure they're equipped to meet the world's digital demands.
The Chief Content Officer (CCO) is just one of these new roles, with digitally-focused businesses leading the charge in this area. Netflix and Spotify for example, two companies that subsist on digital products, are reliant on these professionals.
What is a CCO?
The CCO is tasked with managing the content strategies of a business, covering both traditional corporate affairs publications like press releases, through to the full range of digital content. What started out as blogs for some companies has now led to Facebook pages, Twitter accounts and YouTube channels – all charged with driving engagement with the public.
A 2011 Forbes article pointed out that the rise in these trends is due to "frictionless publishing". Think back to even just 25 years ago; self-publishing was a rarity, and it was either difficult or costly to get messages to a wide audience through an organisation's own channels.
Now, companies and individuals alike all have a level playing field, as anyone with an internet connection can publish to Facebook, Twitter, LinkedIn Pulse or YouTube with the touch of a button.
This provides business with range of channels to communicate branding messages to the public, and the social nature of this content means it easier to spread or 'go viral'. The addition of skills in this area to the C-Suite is just one part of the multi-pronged response companies are now undertaking.
What does the role mean for perception management?
Essentially, CCOs need to ensure that a company's communication and engagement strategies align across the multiple social media accounts organisations have. Whether it's tone, style or content, businesses need to prioritise consistency.
According research from digital advisor Regalix, 93 per cent of all social media campaigns are directed at new prospects, meaning these techniques are not limited to existing consumers. Instead, they provide an opportunity for businesses to engage the wider public with targeted content, creating a cohesive and social brand image.
Further figures from Regalix highlight the fact that these content channels are not specifically targeted at sales. The firm found that 94 per cent of marketers believe that increasing overall brand awareness is the key goal. In comparison, only just over two-thirds (69 per cent) chose lead generation.