Social media services differ from traditional media in form, content and expected reaction, so it is not surprising that results should also vary. Traditional media -- print, radio and television -- consist of more concrete information and are typically from an industrial source. Social media is wide open, comes from anyone and exists in a virtual reality inseparable from the means by which it is communicated, and often by how public reaction is measured.
One of the most significant differences is accessibility of intent of use between the two media techniques, with social media having a wider scope of intent. Traditional media has always been a one-way distribution of information whether that information is distributed by print, radio or television. While there is measureable reaction, that reaction is almost always outside of the scope of the media source and technique.
Social media is in its infancy compared with traditional media. One might designate the 15th century invention of the printing press as the origin of traditional media, while radio and television have a century and in excess of a half-century of history, respectively. By comparison, social media has roots not yet in its third decade. In spite of its brevity, however, social media has already re-written the standards by which media marketing content is developed, distributed and measured.
Traditional media is a closed system. The content is distributed in a one-way communication. Response by the public can only be gauged by their reaction relevant to the release of the information. When an immediate, spiked response is measured by sales or observable social reaction to the information, such as an invitation to call or write, it is presumed that the response is due to the distribution of media content.
Social media, by contrast, is an open, two-way conversation. The medium of the content distribution, the Internet, is also the means by which public reaction usually responds. And that response is more immediate and focused. Finally, it offers a means for the public to engage the distributor and others with commentary about the distribution of information. All of this reaction is engaged and measured in real time.
Traditional media is refined in its presentation and completely independent of other information, even from the same source. It is polished and stands alone. The only tie it has with other communication, even from the same source, exists in the stand-alone memories of the public. Social media, by contrast, can be more spontaneous. It can also directly link older communication and even link more pertinent information for deeper coverage for the interested party.
The above differing element is critical for making any singular content meaningful for public consumption. Traditional media is restricted by time and space; the message must be complete in thirty seconds, or in three column inches. Even with expansion, an infomercial is 30 minutes or ten pages of a magazine; content is still restricted.
One of the most significant differences is accessibility of intent of use between the two media techniques, with social media having a wider scope of intent. Traditional media has always been a one-way distribution of information whether that information is distributed by print, radio or television. While there is measureable reaction, that reaction is almost always outside of the scope of the media source and technique.
Social media is in its infancy compared with traditional media. One might designate the 15th century invention of the printing press as the origin of traditional media, while radio and television have a century and in excess of a half-century of history, respectively. By comparison, social media has roots not yet in its third decade. In spite of its brevity, however, social media has already re-written the standards by which media marketing content is developed, distributed and measured.
Traditional media is a closed system. The content is distributed in a one-way communication. Response by the public can only be gauged by their reaction relevant to the release of the information. When an immediate, spiked response is measured by sales or observable social reaction to the information, such as an invitation to call or write, it is presumed that the response is due to the distribution of media content.
Social media, by contrast, is an open, two-way conversation. The medium of the content distribution, the Internet, is also the means by which public reaction usually responds. And that response is more immediate and focused. Finally, it offers a means for the public to engage the distributor and others with commentary about the distribution of information. All of this reaction is engaged and measured in real time.
Traditional media is refined in its presentation and completely independent of other information, even from the same source. It is polished and stands alone. The only tie it has with other communication, even from the same source, exists in the stand-alone memories of the public. Social media, by contrast, can be more spontaneous. It can also directly link older communication and even link more pertinent information for deeper coverage for the interested party.
The above differing element is critical for making any singular content meaningful for public consumption. Traditional media is restricted by time and space; the message must be complete in thirty seconds, or in three column inches. Even with expansion, an infomercial is 30 minutes or ten pages of a magazine; content is still restricted.