OUR TAKE ON THINGS
Social Media Marketing - December 29th, 2011
With the advent of the global social media phenomenon involving millions of active users on the internet, the traditional media is gradually beginning to lose out on its popularity these days. Newspapers, TVs, radios and so on are being taken over by popular online media like Facebook & Twitter and other social media such as Blogs, Podcasts and YouTubes.
According to social media analysts Garter Inc, newspapers and other print media are currently grappling with declining circulations owing to heavy competition from online media.It’s reported that they are unable to capitalize on their biggest supporters, the readers. The younger generation, chic & tech-savvy, is especially wooed by the social media whether for news gathering, socializing, business purposes or entertainment.
Statistics showing the impact of social media upon the media landscape covering several thousands of internet users worldwide reveals that 70% of all national & international news is gathered from Television. While 40% of it was sourced through the internet, only 35% was attributed to newspapers and other print media. It was found that although a significant section of the people watched TV for news gathering, the broadcast timings were not convenient for the viewers.Moreover, they preferred the option of watching selective news.
It’s in this context that the relevance of the social media comes into the picture. The social media are seen to offer convenience and variety to the target audience. All of the national & international mainstream print media today have established their social consumer base and widened their readership to a global level through their online sites.
However, an area of prime concern for those resorting to the web media is regarding the issue of breach of privacy which does not arise in the case of print media where copyrighted content is relatively secure.
Scholars & analysts have been discussing and throwing light on both the positive and negative potential and actual implications of new media technologies.According to Russel Neuman, "We are witnessing the evolution of a universal interconnected network of audio, video, and electronic text communications that will blur the distinction between interpersonal and mass communication and between public and private communication."Thus we see that the dynamic social media facilitate a huge increase in the volume & speed of communication, enabling interconnected, interactive & effective communication flow.This is in contrast to the static nature of traditional media where communication remains a one-way process.
Other advantages of social media are that they hold out the possibility of on demand access to the net anytime, anywhere and on any digital device. It accounts for interactive content sharing, user feedback, creative participation and community building.Social media is charged with dynamism. Moreover, there’s total ‘democratization’ of creation, publishing, distribution and consumption of media content.