Social media and traditional media. Notice how I didn’t say social media vs. traditional media. I’ll touch on that in a moment.
Social media is exactly that. It’s social and it’s media. However, as our society usually does, it pretty much has already destroyed the social aspect of the media. There are more PUSH marketing messages than actual social conversations. Again, marketers are trying to stuff things down consumers throats.
It started out as people being able to have conversations on Twitter, Facebook, etc… all over the world. Now, it’s more of what we’re used to. One directed messages from a company or person not really concerned with carrying on a conversation.
This past week, I searched Twitter for #personalbranding. And guess what, I found numerous people using the hashtag, so I started a conversation with one of those people (in this case it was a brand). I recently wrote an article on my ‘Guy with the Bow Tie’ person brand (check it out here). I reached out to this company and shared my post. They liked it and guess what? We started a conversation. Ha! Go figure. It wasn’t a one way message. It was a back-and-forth on a subject that BOTH parties are interested in. Funny how that works.
Anyway, you can call my bullshit on the following, but the more the media world changes the more it stays the same:
Google Search = Yellow Pages
YouTube = TV
Twitter = Radio / Print
Facebook = Radio / Print
I could be way off, but let’s start the discussion. It’s not as if one is better than the other. They all are media and they all work if your message and strategy stays consistent (that’s a whole other bag of beans). The one striking issue with social media is message credibility. @JoeBlow could put something out there and we have no idea if it’s remotely true. Remember when a shark appeared after Superstorm Sandy hit the eastern seaboard? Ya, it never happened, but it made its way around the globe because someone was half-decent at Photoshop and tweeted it. Then again, it’s become increasingly difficult to take traditional media as credible.
The point I’m trying to hit on is the media landscape hasn’t changed much. There happens to be more people at the table fighting over the same scraps, but even the social media types have realized they need to start charging for ads and pulling back the freebies. As a result, the more the media landscape supposedly changes…the more it stays the same.
For example, I hear plenty of small businesses talking about Google Adwords. Well, it’s no different than the Yellow Pages. Google is a directory (like the Yellow Pages) and everyone’s fighting for the top of the page or the biggest ad. Funny enough, it doesn’t matter who’s first on Google. What matters is familiarity. People buy what they know regardless of whether or not you dropped a serious chunk of change on words like Calgary, Car, Pizza, etc… (more on what makes people buy here).
Social media and traditional media. The more we change, the more we stay the same.