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Navigating Unblocks: CBC's Strategy for Social Media Presence


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Role: Senior Advisor
Industry: Media industry in canada

Situation: I work for CBC Radio-Canada Our news content was blocked by Facebook and Instagram but they might change their mind, what should we do, if they un block our content ? We are thinking about improving our presence on social plateform Example; Youtube,facebook, Instagram,TikTok, WhatsApp,Linkedin, reddit etc We want different type of strategy and scenario

Question to Marcus:


what should we do (differents options), if facebook and instagram unblock our content ? Should we be back or not ? What approach should we take to determine on which plateform we should be ?


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Based on your specific organizational details captured above, Marcus recommends the following areas for evaluation (in roughly decreasing priority). If you need any further clarification or details on the specific frameworks and concepts described below, please contact us: support@flevy.com.

Social Media Strategy

It is essential to reassess your Social Media Strategy given the dynamics of platform policies and your recent experience with Facebook and Instagram. A diversified approach to social media presence will mitigate the risk of over-reliance on any one platform.

Develop a content strategy tailored to each platform to leverage their unique features and audience demographics. For instance, YouTube could be used for in-depth reporting and documentaries, while Instagram Stories can be for behind-the-scenes content. TikTok could be utilized for engaging with a younger audience through trending news snippets. Each platform should be seen as a distinct channel with a specific role in the broader engagement strategy. Monitoring the performance of content across platforms using analytics will help you understand where your content resonates the most, allowing you to adjust your strategy accordingly.

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Change Management

Reintegration with Facebook and Instagram, if it happens, should be treated as a Change Management exercise. Communicate transparently with your audience about the situation and your decision to re-engage with these platforms.

This will help maintain trust with your viewership. Additionally, prepare for the operational changes needed to manage the renewed presence on these platforms. Employee Training might be necessary to update them on any new content policies and strategies. Emphasizing the adaptability and learning from the blockade incident will be key in navigating future uncertainties in social media partnerships.

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Business Case Development

Before fully committing to a return to Facebook and Instagram, develop a Business Case. This should include an analysis of your audience demographics, engagement metrics, and content performance on these platforms compared to others.

The business case should also consider alternative strategies, like enhancing your own digital properties or focusing on other social platforms. Consider potential risks, such as future content blocks or changes in platform algorithms that could impact visibility. Weigh the pros and cons, including reputational factors and possible audience alienation, against the benefits of returning to these platforms.

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Stakeholder Management

Engage actively with all stakeholders, including the audience, content creators, advertisers, and the platforms themselves. Understanding each stakeholder's interests and concerns will be crucial in crafting an approach that aligns with your organization's values and objectives.

Regular communication with the audience about where they can find your content will cultivate a loyal following, regardless of platform changes. Continued dialogue with platforms like Facebook and Instagram will also be important to anticipate any policy changes that could affect your content's distribution.

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Channel Distribution Strategy Example

Developing a channel distribution strategy should focus on how different platforms can serve different content types and audience segments. For instance, hard news might perform better on platforms like Reddit and Twitter, while human interest stories might have more impact on Facebook.

Consider unique content or interaction formats for each platform, such as AMAs (Ask Me Anything) on Reddit or polls on Instagram. Use analytics to determine which platforms drive the most traffic to your website or app and prioritize these channels. Also, explore emerging platforms that may offer growth opportunities, such as Telegram or Clubhouse, depending on your target demographics.

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Digital Transformation

Your Digital Transformation strategy should include robust data collection and analytics capabilities to track the performance of content across different platforms. Develop a technology stack that allows for Agile content distribution and the ability to pivot quickly based on platform changes.

This should also involve tools for social listening to gauge public sentiment and inform content strategy. Additionally, consider using AI and Machine Learning to personalize content delivery and optimize ad targeting. Investing in your own digital platforms, such as Mobile Apps or a stronger website presence, can also reduce dependency on third-party platforms.

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Integrated Financial Model

Construct an Integrated Financial Model that includes scenarios with varying levels of engagement across different social media platforms. This model should account for revenue streams such as advertising, subscriptions, and sponsored content.

It should also factor in the costs associated with producing platform-specific content and managing these channels. Use this model to forecast the financial implications of different strategies, such as reinvesting in Facebook and Instagram, expanding to new platforms, or enhancing your proprietary digital platforms.

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Financial Analysis

Perform a Financial Analysis to understand the ROI of different social media platforms. This should involve assessing ad revenues, content engagement metrics, conversion rates, and the cost of content production and channel management.

Comparisons between platforms will indicate where the best financial returns are being generated and where resources should be allocated. Additionally, consider the long-term financial impact of potential platform changes and the value of building a direct relationship with your audience through owned media channels.

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