This isn’t a normal blog. It’s not a long way round to explain how marketing can work for you. This is a short note on the power of communication and why social media has a place in this world.

Social broadcasting is inextricably linked with the rise of the influencer, broadcasting from their bedrooms and talking to the world. It is an unmatched marketing platform with 83% of people discovering new products or services on Instagram, it has transformed how the world talks to each other forever.

Often, social broadcasting focused on the commercial world but it can play a role in what’s happening around the world with Twitter used during the second Gulf War sharing news from the frontline.

Now, in Ukraine and along Ukraine’s borders, social broadcasting is being used to show the world what is really happening during Putin’s invasion. In the past countries have been able to control the news civilians see, but now most individuals have the power to spread their situations on social media, it’s a battle that governments are losing. 

The posts and videos sometimes show extremely graphic content that wouldn’t make it onto television news; however, the posts also put the power of communication directly into the hands of those who are experiencing displacement, shelling, bombing and who are on the ground. 

 

Fake News?

There will always be fake posts, with content taken out of context, with misinformation and with propaganda. Yet, social broadcasting is worth sifting through to get to the nitty gritty of what is going on.  

 

What Does This Tell Us?

What we already knew. Digital rules. We no longer have to wait for agreed broadcast times to find out what the news broadcasters want to tell us. We can hear people speak for themselves and show us what’s important to them. The Ukrainian people have been an example of this; documenting the gruesome first-hand struggles has undoubtedly impacted communities responsiveness to try and help Ukrainians in any capacity.

Rightly, some of the content comes with a warning that it’s graphic. It should also let you know in advance that what you see might stay with you forever. However, we are having to witness what’s happening in Ukraine and it can’t be kept hidden away from view. Is this part of the reason that the Ukrainian army and resistance are so fierce – because they remain a people united – by a love of their country and through through digital channels.

Communication and sharing information come with great power and responsibility. Let’s use it wisely.