Traditional Views
Integrating social media with traditional media is not an
easy task. Social media and traditional
media platforms are different, and because of this it is quite a challenge to
properly infuse one with the other. You
have to engage your audience in social media and with this once you engage you
receive a response. Sometimes you are
going to receive comments that you aren’t going to like. You have to be customer service friendly in
this aspect. You have to decide how you
are going to handle negativity.
In social media you have to “pay” your follower with something. In traditional media, viewers tolerate
commercials because in the end they get to view the television show that they
are watching. Remember that the metrics
are different between social media and traditional media, and it takes specialized
skills to successfully integrate the two.
“Integrating social media and traditional media requires a
detailed understanding of both platforms and a thorough understanding of the
marketing and consumer behavior concepts that underpin success in both
platforms. NEITHER of your social media or traditional marketing team may
know anything about marketing and consumer behavior. Hiring someone
to brand your products who doesn’t KNOW marketing is like hiring an accountant
who never took an accounting class. They can do it, but it isn’t RIGHT.” Read more at http://www.business2community.com/marketing/5-reasons-why-integrating-social-media-with-traditional-media-is-hard-066025
The second article I read provided six tips for integrating
social media with traditional media. The
first tip states to engage journalists through Twitter. Who would have thought? Apparently more than 90% of journalists use
Twitter. Beware though, the tip states
not pitch to journalists via Twitter, but to follow and cultivate relationships
instead. This will help when you do
pitch to a journalist.
“Another
key use of Twitter and, to a lesser extent, other social media platforms, is as
a venue for building your spokespersons’ thought leadership on a particular
issue as you pitch the story. Many journalists turn to social media to vet
sources and see who’s already talking about issues they want to cover, so be
proactive and position your experts as thought leaders via social media
beforehand.”
May think that traditional media is pretty dead, but that I not
the case. Consider live-streaming news
conferences and events. Also keep in my
interactive and user generated opportunities.
The biggest key is to communicate, communicate, communicate. One cannot stress enough how important it is
to effective communicate to your audience.
Read more at http://www.bulletproofblog.com/2011/08/16/six-tips-for-integrating-social-media-tactics-with-traditional-pr-efforts/
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