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.
Social Media: An Overview 