Traditional forms of media, including newspapers and magazines, were at the top of the media chain for hundreds of years, but the advent of the Internet and social networking changed all of that. While people used to be content to wait anywhere from a day to a couple of months to receive information about any given topic, it is now basically impossible for something of significance to happen without it being spread in mere moments across multiple different social media sites.
How Traditional and Social Media Utilize Marketing Techniques
Traditional media has always needed to rely on splashy covers and headlines in order to draw people in. Once the hook was placed, a consumer might purchase a magazine only to later discover that the content included within was very sparse and not worth the cover price. For people who prefer to hold something tangible in their hands traditional forms of media can provide an emotionally comforting experience.
Social media has countless methods for marketing, all of which are generally less expensive than the cost of producing something in a traditional format. Social media sites might place ads on other sites to grab your attention or they might rely solely on the viral aspect of the Internet. If a story or website is interesting, the people who encounter it will help spread the word. Not only does this cost nothing, but it also comes with the attached endorsement of a person that the people seeing it know and trust.
The Impact of Social Media on News Stories
Even though television news channels such as CNN will break a story quickly, it is social media that causes information to be widely disseminated in a very short period of time. There are pros and cons to this, of course. When something is inaccurately reported, the information can potentially be passed onto millions of people before the mistake is caught. On the other hand, in the event of a quickly approaching natural disaster, social media can be used to help people learn what to do much more quickly and efficiently than traditional media methods.
How Does Social Media Change the way we Interact with Various Forms of Entertainment?
Before social media took off, it was common to wait for a reviewer to say a few words about a movie, book or CD in a magazine or newspaper. Waiting for reviews could take time, and you had to pay to see them. Now you can not only find reviews for just about anything online for free, but you can also easily post your own opinions and help influence the decisions of others. Some sites will even pay you for sharing your review.
Social media also makes spoilers difficult to avoid. In the past, a lengthy synopsis of the latest genre movie might have appeared in a magazine several weeks after the movie came out. Now it is almost impossible to avoid spoilers online for anything that has been out for at least two hours.
Social Media Benefits Businesses
Social media is the easiest way for a business of any size to reach out to a wide audience. Instead of placing ads in a newspaper in one city or in a magazine that appeals to only one demographic, a business can now create a social media advertising campaign for next to nothing. Having a presence on Facebook, Twitter and Google+ is completely free, and yet most companies are now reporting a larger surge of business from well worded status updates than from expensive ads in traditional forms of media.
Jennifer Carrigan knows that while traditional methods may be waning for business advertisements, table tents never go out of style.