Traditional versus Social Media

29 Nov

Traditional & Social Media

Traditional media spans several different areas that include television, radio, magazines and newspapers. It used to be that individuals turned to one of these media to gain the latest information with regards to news throughout the world, but lately have tuned into other mediums for information. There are however, still portions of the population that are unfamiliar and intimidated by the influx of social media and who continue to respond most favorably to the mediums of television, radio, magazines, and newspapers. As well, there are some definite benefits to a company using traditional media, which are hard to replicate with the use of social media. According to Vision Critical (2012) traditional media “[reigns] supreme for purchasing decisions” amongst consumers. It is the traditional media resources such as newspapers at 86% usage, television at 83% and magazines at a high 73% are the sources Canadians go to for accurate and trustworthy information.

Social Media has grown to include websites, social media aspects such as Facebook, Twitter, and LinkedIn to communicate and create an online presence. Social media provides information quickly and accurately to consumers on the go. It provides individuals with access to information from their phone, Ipads or other technological devices. Social media has become a more trusted medium amongst the younger generation of consumers when it comes to accessing information. According to Vision Critical (2012), 18-34 year olds are two times as likely as individuals ages 35-54 to use social media such as Facebook for credible information. That is approximately 22% of 18-34 have more believability towards social media outlets than their counterparts at 12%.

How Traditional Media is Adjusting

Traditional media systems utilized the funnel system that focused on finding the consumers, converting them and keeping them. To help deal with the newly integrated social media system, the funnel system had to be re-adjusted. Social media funnels focus first on attracting new members through word of mouth, converting customers and finding others. An interesting point written in a blog by Constant Contact (2012) is the need still for both types of media. They suggested that the newly popularized social media contexts are indeed not a replacement of traditional media and shouldn’t be considered as one. They suggested that while social media has indeed gained popularity over the years it is merely a tool that should be used in conjunction with traditional media, not on its own.

Traditional media is also adjusting to the newly developing social media spectrum by using social media sites such as Facebook, Twitter and blogs as a form of customer service interaction. According to SelfGrowth (2012) businesses are turning social media into an avenue that will help the business grow rather than solely a marketing technique. Businesses realize that social mediums help customers interact with the business by providing feedback and suggestions related to their products. Results from the CMO Survey conducted in February 2012 predict that within the next five years, marketers are expected to spend 19.5% of their total budgets on social media, which is three times what the current levels are. Also, the number of individuals employed in-house to work directly on social media has increased 70% from approximately five employees to nine employees. (CMO Survey, 2011).

It seems that the only way traditional media can respond to social media according to Chloesmedia (n.d.) is by adapting to it to ensure that companies do not lose profits and retain their current audiences. Companies such as newspapers are posting their content on the web for public view. Although this conversion to online media means helping the consumer’s out with their need for fast “on the go” information, there are questions as to the profit actually realized by traditional media outlets who are attempting to switch to online.


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