The word “New Media” means different things to different people. It has become contradictory and confusing when used. Most people assume the word “New” is an adjective that qualifies “Media.” So when used together, they presume because the telegraph and telephone qualifies as New Media in the 18th century, the same can qualify today’s social media. This is a literary meaning many give to it. But beyond this, it has a deeper meaning for professional usage.

The New Media, referred to as content available on-demand through the Internet, accessible on any digital device, containing interactive user feedback and creative participation. It has a unique feature characterised by interactive engagement aimed at getting a feedbacks.

Content generation and creation is now fixed on the basis of an interactive community. It spans through all spheres of discussions to both political and social issues as it affects the relevance of human existence. This is one reason we all have to optimise the potentials of the New Media.

The New Media is one platform that has the characteristics of being manipulated to meet one’s goal. It can be used for political, social and business purposes. The challenge for many is how to use it to achieve their desired result.

Many claim to know how to use it, but abuse it. Plato was of the opinion that “Human behaviours flows from three main sources: desire, emotions and knowledge.” Going by Plato’s ideology, imagine when knowledge is altered or not complete, then abuse is inevitable.

Organisations can position themselves as a visible brand when they have a proper understanding of the New Media. Some organisations are yet to tap into the potentials and effectiveness of the New Media in achieving their desired results. They complain about the process, not affecting their bottom line.

Are you are one of such people? Here are a few tips to help you harness the potency and effectiveness of the New Media

Educate: We never stop learning. In fact, an anonymous quote says “The day you stop learning is the day you die.” The use of death, in that quote might not be physical, but refers to stagnancy. Information is key in decision making and it comes from learning. The relevance of your content to your audience will decide the level of your community. Online community is a virtual community of members of a platform with same interest gathered for interaction. The level of education people gain when they come on your platform will decide how large your community would be.

Engagement is Key: Most corporate organisations think posting content is the same as engagement. A meaningful engagement is a two way flow. You post the content and then you get a feedback. It doesn’t just stop there. When you get a feedback, make sure you respond if the feedback is a question or cause for further action. The challenge today is most organisations and individual think they are already engaging their audience. They post content relevant to their audience. But don’t engage them in the true sense of it. Interaction offers value for value, and all you need as an individual or organisation is to make them feel they are being responded to no matter what they ask.

Convert: This often is the last stage of the process. The consumers of your content see the relevance to your content. They now become a loyal ambassador of your brand. They are the ones who invite others on your behalf. If you have a product you are selling they make up 50% of your buyer. This stage takes quite a while as; it often requires the process to win their mind before translated to a physical action.

I summarise, what happens in the New Media is a picture of people groping in the dark without proper knowledge. If you have been practising something else, then you need to revisit the process. It is good to let you know that even if you are yet to start, you can begin now. All you need is to find your audience and generate content that appeals to them. This will make your influence to be more far reaching than you have ever imagined.

Credit: Benneth NJOKU