Social Media vs Traditional Media: Apples & Oranges Are Both Fruit

People have opinions – good ones, bad ones, strong ones. Social media exists primarily to facilitate expression. People are able to express their feelings, values and opinions through blogs (WordPress, Blogger), photography (Flickr, Picasa), videos and slide shows (YouTube, Slideshare), “tweets” (Twitter), social networking sites (Facebook, Myspace) and other social media outlets.

The development of social media has given the mass public influence on society in terms of PR and marketing. The public has more access to express these opinions and influence the development of products, services, and ideas. Traditional media keeps the power of opinion in the hands of those whose job it is to express that opinion, PR, Marketing and Advertising professionals as well as journalists, etc.

Todd Defren makes comparisons between social and traditional media at PR Squared. He points out that the credibility and recognition of bloggers and blog content has come a long way in terms of PR and journalists. He also recognizes that not everyone will be successful in both social and traditional media, but that “the goal is to do a good job in Social Media and in Traditional Media. Success in BOTH arenas creates a force-multiplier effect.”

Again, the idea is presented that “Social Media demands 24/7 presence, frequently-updated and relevant content, a diplomatic and distinct voice.” Defren also compares traditional media explaining that it “requires careful timing, a differentiated story, a proud voice, a tightly-packaged and closely-held assembly of content, verifiable proof and articulate defenders”.

By aiming to accomplish all of these goals, businesses, organizations, and professional give themselves the most opportunity for success.

Control

I’ve just discovered Mashable which deems itself “The Social Media Guide”. In one article, Paul Worthington, head of strategy for Wolff Olins New York, explains information control and social media involvement saying “by not involving yourself you actually do more to remove control than if you did”.

Worthington describes an “illusion of control” and points out that “great branding has always been about “influence and not control”. In the traditional market, communication about marketing and branding is oriented in a one-way fashion, explains Worthington, and this gives the professional the feel of control. However, this does not give a company or organization any control “over what people think and how they will respond to you”.

The article also offers “three principles that good influencers appear to demonstrate”:

“1. Listen then respond. Brands are not generally good listeners, mostly because they’ve never had to be. Before engaging with the conversation it’s important to first listen to it, see what is being said and interpret what this means. Once you engage with the conversation it’s important to be honest and to have real sense of empathy in what you say – if people are excited and interested in your brand you must be supportive. If people have issues or problems with your brand you must seek means of genuinely helping them.”

“2. Be comfortable with ambiguity. Conversation is messy, real time, and often capricious. At first what you will see will appear chaotic, unmanageable and intimidating. The reality is that it isn’t your job to manage or control it – bu to respond to it. Here you must learn to filter what you see and think in order to respond and take part.”

“3. Filter through your purpose. If you’re a great listener, and you’ve become comfortable with ambiguity, you still risk being overwhelmed by the conversation pulling you in multiple directions.” Worthington explains that a strong brand purpose “defines the nature of your brand’s conversational voice, and is fundamental to the influence that you seek”.

The article goes on to explain how The Flying Dog Brewery uses social media as a benefit to their brand. They are present on Twitter, Facebook and Flickr as well as maintain a blog. Worthington encourages brands to “think through what kind of influence you want to achieve, and then think about how you might engage in order to achieve it.” He also notes that though there are many good examples of social media engagement out there, there are “thousands of brands large and small who are struggling to figure this all out”.

I found Worthington’s views began to answer some of my how and why questions. He offered some insight into why it is important and beneficial for companies to engage in the usage of social media.