Original conversation

27 May

When the sun comes out it’s all we talk about. “I hope this weather lasts”, “I can’t believe how hot it is” and (some dare utter the words) “I’m too hot”.

But, leading red-top The Sun – the number one newspaper in Socialbakers’ list of top 10 media by number of fans – has launched a new trade campaign to prove it’s the root of all consumer conversation.

‘The Original Social Media’ campaign, to be rolled out across five weeks, will prove to advertisers that The Sun is the most effective way to connect with an engaged audience.

Yet on Twitter @TheSunNewspaper and @TheSunTVBiz, for example, largely ignores social media etiquette by failing to open up the conversation to its 1 million followers to comment on its stories. The headline is there. The weblink is there. But questions? There are none. Then again, if a profile lacks personality this will not be natural.

By adopting this limited approach, The Sun succeeds in being the source of ‘watercooler’ conversation, but misses a trick on directing it by inviting users to engage with the title when on the move – unlike women’s magazine @StylistMagazine.

To maintain its brand authority and exceed its self-promoted campaign name, The Sun should stop looking to the past and focus on the future instead. Influence on conversations it has; but involvement it has little. To be in the conversation, you have to take an interest by asking questions.

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