- Provide an example of a company or entity that uses many "channels" to deliver content, and provide examples of those channels and how they are working together.
An example of a company using many channels to deliver content is Publix. Publix has a large, well organized and comprehensive website that delivers vast amounts of content effectively to multiple target audiences (customers, Publix associates, those seeking a career at Publix) and also has a Facebook page and Twitter account that provides additional content as well. Publix is extremely consistent in representing their values and company views, and this is evident when looking at the Twitter account, which is active and pushes content that is in line with their website and Facebook, all three channels which represent the company as a cohesive entity. For example, both the Publix Twitter and Facebook page both announced the grand opening of a new store on the same day, with the same message and photos communicating the same message and in the same tone.
- What are some advantages and disadvantages of using different channels to deliver content? Use a real life example to demonstrate these advantages and disadvantages or to refer to as you discuss your points.
One advantage of using different channels to deliver content is the obvious one: audience diversity. Those who use Twitter may not necessarily visit a company website, and those who follow a company on Facebook may not bother with looking at print material. An advantage to multiple channels is that a company (like Publix, for example) can reach customers who don’t regularly go online by sending them print material, and in doing so can deliver much of the same content to different groups of customers. A disadvantage of multiple channels would be a lack of consistency, and therefore confusion among customers, in the delivery of content. For example, if Publix promotes a coupon on their Facebook page but the store managers are not made aware of the coupon and are not prepared with enough product to sell to customers, this becomes a multidimensional issue for both Publix and their customers.
- What is the "magic layer," and how does it work? Use a real life example to demonstrate these advantages and disadvantages or to refer to as you discuss your points.
The magic layer is the place between a company’s research and the next promotion or deliverable, that sweet spot where the best creation happens. To be brave enough to come to a conclusion, to create content, or to say what the research shows and deliver it in a way that can benefit both audiences and the company can be difficult. Staying with my example of Publix, the magic layer for Publix is probably between market research based on customer needs and company values. From the company’s inception, Publix has been consistently striving to maintain a balance when it comes to serving the community and their customers and becoming the greatest food retailer in the world. “Our mission at Publix is to be the premier quality food retailer in the world. To that end, we commit to be: Passionately focused on customer value, intolerant of waste, dedicated to the dignity, value and employment security of our associates, devoted to the highest standards of stewardship for our stockholders, and involved as responsible citizens in our communities.” This statement was drafted in the magic layer, when Publix policy had to be solidified and focused on what really mattered to the company. The company's content strategy could not be as precise and effective as it is without such a well crafted and focused mission, finalized within the magic layer.
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