In the week that Sir David Attenborough says “Hello Instagram” for the first time, we take a look at how identifying the right communications platforms is key to the success of any campaign, especially in today’s digital world.
 
On Thursday, Sir David posted his first Instagram video and became the fastest Instagram user to gain a million followers in just four hours 44 minutes. He currently has a colossal 4.5m global followers as we type this post. New to him, and admitting that social media is not his natural habitat, why would the 94-year-old take to a platform which is predominantly used by the under 35s? It is precisely because of the demographic of Instagram users that makes it a useful platform to help get his messages across.
 
In an interview with the BBC, Sir David explained: “Saving our plant is now a communications challenge”.

Understanding that communication is key, he has ventured beyond his comfort zone and assessed, or likely been advised on, the best ways to reach those who he believes can help turn the tide on climate change.  
 
Your objectives may not be to save the planet, or at least not yet, but when was the last time you assessed whether the communications platforms you are using are reaching your target audiences and making a difference to your business?

If not, perhaps it’s time to take a leaf out of Sir David’s book and take stock.