Why broadcast a message on the internet?

Broadcasting a message on the internet makes external communication easier. Whether you represent an association, an institution or a company, sharing messages online is becoming increasingly straightforward. Social networks, blog posts and web pages are all very simple tools to put in place.
As we have seen many times throughout this series of articles on inbound marketing for associations, broadcasting a message on the internet helps to increase your visibility.
Today we will explore an angle that has not yet been covered: why use the web to broadcast an authentic message?

Broadcasting a message on the internet: defining authenticity

The term authenticity refers to what is accurate and genuine. Something authentic is consistent with the truth of a fact or event.
It is worth looking at how "authenticity" is defined in artistic production or in a legal context. In those settings, something authentic demonstrates that its origin is certain, known and genuine. In the arts, a certificate of authenticity is a document that guarantees a work is attributed to a particular artist.

Broadcasting a message on the internet: authenticity and brand image

An authentic message intended to boost the brand image of a company or an association must be unique and distinctive. It must reflect the values of the institution it represents, embody its personality and carry an emotional resonance that touches and engages its target audience.
Broadcasting such a message must make the institution irresistible in the eyes of the general public.

In practice, it is often a matter of striking an emotional chord. Remember: your target audience will donate to your association if their heart is moved. Bear in mind that an ordinary person will become a volunteer or member of your association because their heart has been touched.
In this kind of exercise, rational arguments should be set aside. With this in mind, we would draw your attention to storytelling, which can work wonders in your situation.
We recommend reading up on brand content to explore this topic further.

Broadcasting a message on the internet: authenticity and trust

Broadcasting a message on the internet can have the ambition of building trust. Whether you represent an association or a company, it does not matter: earning the trust of others is THE overlooked challenge for anyone establishing an online presence.

Your vision of authenticity and inspiration

You must always keep in mind what inspires your association, what motivates it day to day.
These are the values that will enable you to communicate effectively and build a relationship of trust with the public.

How do you maintain good relations with the public?

This marketing vision ultimately points towards public relations. You must do everything you can to maintain good relations with your audience — your target, but not only them.
Here we are talking about your target, but also the people who collaborate with you, peripheral institutions, surrounding political bodies, local authorities, law enforcement, and so on. In other words, we are referring to the general public.

How? Once again, by being authentic. You must communicate about your vision, about what drives you every day. You must share your philosophy. These moments of sharing should open the door to dialogue. The public will want to speak to you: you must listen and take their remarks on board. As a result, your message will adapt through contact with the public, but you must continue to hold your course!
The trust the public places in you will grow stronger with every time you speak up, provided your message online is authentic.

Broadcasting a message on the internet: authenticity and influencer marketing

Can influencer marketing be synonymous with authenticity? Many people would say no, but is it really that simple?

Defining influencer marketing

Influencer marketing focuses on the people known as influencers. By paying an influencer to broadcast your message on their own social networks, a company or association can gain visibility.
These "social media professionals" should be seen as entry points designed to reach your target audience more quickly.

How can influencer marketing be a vehicle for authenticity?

Since you are paying someone to broadcast a message online, you can demand quality work. Better still: influencers are paid to share the message you have chosen across the internet.
From this perspective, influencers have become vehicles for broadcasting authentic messages.

Nevertheless, there is one crucial element to bear in mind. Here it is: not every influencer will be able to broadcast your message on the internet. You will need to target the right influencer based on their own philosophy, their way of working and their personality. You will need to trust the influencer you have chosen. Why? Because they know exactly how to speak to their community.

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