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Mobile media set to gather more speed with new tools

We need to see social media as a tool and not as a threat. It is an extension of the marketing and branding done by a media entity.

The quality of mobile applications and the speed of news distribution will continue to improve with the discovery of new tools to reach audiences every day, said media experts on the second day of the Middle East WAN-IFRA conference.

“Journalists are the most creative people and they think about readers all the time. Technology has created barriers between journalists and readers. We need to democratise the understanding of tools and allow journalists to overcome these barriers,” said Matt Kelly, a publishing consultant.

He discussed popular ways of building engagement between users and content by improving readability on mobile devices. Advising news publishers to adopt new ideas and open-up to innovations in mobile design, Matt said: “Mobile publishing is a different context altogether and products have to be built differently. It is the most social platform which should reflect the expectations of consumers.”

Strong mobile and tablet strategy has never been as important and complex, he explained. Publishers are faced with an increasing number of tools and platforms to distribute content, causing confusion while creating opportunities to reach new audiences.

Mohammed Alharti, Editor-in-Chief of Sayidaty Magazine echoed similar views and explained the need to harness the power of mobile devices and social media.

“We need to see social media as a tool and not as a threat. It is an extension of the marketing and branding done by a media entity,” said Alharti.

The magazine has spearheaded several public-service campaigns using content produced by the magazine to generate a social buzz and engage audiences. The two-day conference ended on Thursday with a case-study from Saudi Arabia showcasing how a regional media outlet had improved readership with the right tools and research.

— muaz@khaleejtimes.com

• UAE