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This question is about media analyst.
What is the media hierarchy?
The media hierarchy includes social channels, social procedures, crisis management, brand equity and retention, and self-sustaining loyalty. This is similar to the hierarchy of needs laid out by Maslov in psychology, but it focuses on how social media affects people and how that process goes, with a focus on business practices
Choosing social channels is at the bottom of the hierarchy. It is important for a business to choose social channels that work best for them and their company's needs. Each time you add a channel, you need to take time to help it grow successfully before moving on to the next.
Social procedures, which include understanding why you are using social media and who your audience is, vary based on the company and industry. It is important to understand your customers and know how to best speak and interact with them to have a successful social media campaign.
Crisis management is crucial in the social media hierarchy. You need to be sure that you are listening to your customer base and also making sure to monitor what is being said about your brand, so you can craft responses that help you to fix any issues.
Brand equity and retention are all about community and consistency. You want to use social media to create a space that establishes a specific voice and ultimately leads people to want to spend more time, and consequently, more money, interacting with the brand.
The top of the hierarchy is self-sustaining loyalty. It is the hardest and takes the longest to obtain, but it is extremely worthwhile if done correctly. You want your social reach to become synonymous with your brand, and you want your community to grow with it so that everyone is familiar with and looks forward to more interaction with you.
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