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Thanks for posing a strategic question, dear Nisreen. I'd begin with the premise that NO media outlet can forcibly supplant the other or influence the other in a way to act or sound or be positioned superior!
Social media is great for targeted audience engagement and is real time interactive. However, social media unlike traditional mass media, lacks a self-regulated code of conduct. Social media - a free for all intervention - has still to grow into an institution by itself like press, radio and television is.
Yet both social media and traditional media end up influencing each other and also depend on each other for dissemination of news and views. However, a scoop on the social media becomes a huge news or embarrassment only after traditional media picks it up. For example, the two-bit pseudo director who produced a third rate video on Prophet Mohammad (PBUH) was only able to cause huge turbulence after national traditional media picked it up!
I'd sum up with the premise that social media is an individual rant at the moment. By its very constitution, it will remain disorganised, individual-centric and would always need the traditional media support to become effective.
Hello Nisreen,
From what I have seen over the years, Social media has served as a base ground of trending stories, in many cases traditional media is covering stories of viral online stories that have been created by individuals and companies alike.
Using Social Media to engage a large segment of your customer base will attract traditional media, and the nature of social media allows customers to share true opinion and interest in a specific topic, issue, product or service.
I would say the key to get high engagement on social media would be: Creativity, Shock Value or seeking an Emotional Response from users.
To keep it all simple:
Traditional media helps establish brand awareness. The more your brand is on TV, newspapers, billboards public transportation, etc the more I am consciously and subconsciously aware that the brand exists and it helps send a message about what kind of brand you are as well.
Social Media generally targets only those who are already interested in the brand as opposed to those who are just passively interested. Social media can be broad or narrow targeted but you're mainly trying to deal with engaged users when you're on social media as opposed to people who have no interest in your brand.
Just my experience as a marketing consultant.
The best ways to have a site that specializes in the field of your business or organization and publish URL of the site and interact with members of different sites
Social media can be employed based on the set objectives for each campaign. Social media cant always be used. if we desire to recruit fans or engage customers to build data base, then it is the ideal tool ( I am referring to FB and Instagram). Social media can complement traditional media and cant be used solely for any campaign. of course it all depends on the target audience as well. if we are dealing with young target then Social media seems the perfect tool, but if we are dealing with Niche market then it is definitely a complimentary tool . also if we are looking to spread awareness to certain product or new offerings, then it is definitely can be used as targeted media. it also can be used to drive traffic to global page or drive traffic to certain location, then we can also use it but also with the help of other media tools.
This is because a large segment of individuals around the world use social media As well As the ease and of speed puplishing E-marketing content
and it's less expensive than that
This can be done through the use of experts and professionals in the field of social media as well as the use of tools and methods for the appropriate means and methods of the various media.
Before we get into how to influence traditional media, let’s understand what are traditional media and social media?
Traditional media – brochures, leaflets, press release, conferences, RTMs, holdings etc. etc.
Social Media – Website, Google+, twitter, LinkedIn, you tube, Facebook etc. etc.
Traditional media only helps in local reach however social media expands your reach to infinite times. Still both go hand in hand. You can’t separate them out from each other or neglect one. No doubt today consumers want all information/services in hand (mobile) / door step. Social media is the easiest and economical way to communicate your offerings provided you have good numbers of followers. But for immediate local response traditional media are still gold standard. And you can use your traditional media creatives in social media too to broadcast your activities.
