It”s important to understand how social media marketing is gaining ground in today”s times. By following four basic principles, social media marketing positively impacts the consumers on behalf of the brand. Let me start by listing down the basic principles of social media:
1. Seeking User Participation,
2. Building Value for the community
3. Allowing User Generated Content (UGC) and
4. Listening to people’s point of view
Traditional media is re-inventing itself by adopting these principles for itself. Let’s take each principle and explain it in context to our emerging social scenario:
1. Seeking User Participation:
Most General Entertainment Channels (GECs) of India and elsewhere have begun to involve their viewers with their shows. They are realizing that unless you don’t make people actively engage with the content, they will switch to another channel. Hence, most reality shows insist on viewer voting. It’s frequent to see them asking viewers to SMS XYZ to 1234 to vote for their favourite participant. By making people participate by voting, the show producers are hoping that the viewer will stay with them to see the results – thereby not losing their TRPs (Television Rating Points)
Polls are another example. Most news stations ask viewers to sms their point of view on a particular event or story as it unfolds. They then tabulate the results and air them with their comments. These quick polls are then used to gauge public opinion on social matters
2. Building value for the community:
By participating with people, traditional media is also creating a lot of value for them. There have been several instances in India where in a criminal has about to go scot free. The news channels invited people to share their views through emails, dedicated phone lines and SMS-es. That put pressure on the government to act i.e. reopen the case and hold the guilty accountable for their crime.
Jessica Lall murder case is a classic example and so is that of Nitin Katara’s. It is interesting to note that in both cases, social media platforms (wiki and blogs) have been leveraged to create public awareness and protest towards injustice done.
I am sure that each of us can recount several instances where the media has played a proactive role that benefited the citizens and the community at large towards a positive change.
3. Allowing User Generated Content:
Most news channels have started involving citizens to cover a story for them. CNN IBN, a leading Indian news channel has in fact dedicated an entire show called Citizen Journalism. Just recently, I saw an event where citizens were being awarded for the journalistic work that they had carried out. This arrangement works wonderfully for the news channel. Today, the only way to retain eye balls is to either break the story first or have exclusivity rights over it.
Let’s take a scenario. Assume a newsworthy event occurs suddenly in Lonavala, a small town 100 kms from Mumbai – where the news stations and reporters are based. It will take some time for a reporter to get there, cover it and send back edited legalized version of it for airing. However, the people residing there can capture the event as it is unfolding on their cell phone or handy cam and send it to the news channels for airing. So that channel receiving that footage is the first one to break that story!!
For the viewer, he or she will definitely watch the news channel to see their coverage getting aired. Chances are that they would have told their family and friends also to switch on that channel at that particular hour to watch their story. Further, having seen their story aired, there would be an unconscious loyalty that would get built towards that channel.
There are also other examples of how citizens are using this opportunity to create social awakening of sorts and get attention and justice towards their cause. By allowing users to generate content, media companies have empowered citizens to make a difference to the place they are living in!
4. Listening to people’s point of view:
Here again, all TV channels seek feedback regularly for each episode or section aired. Internet and Mobile are mostly the mediums used to seeking feedback. This definitely allows them to edit their content accordingly. The feedback acts as a dipstick to record what people love to watch and what scores low on ratings.
One leading GEC carried out an interesting marketing tactic to interact with its viewers. For one of their most watched daily soap opera they invited viewers to submit entries on how according to them should the story unfold further. The prize: The person whose story would be selected will get a mention and basically earn his or her 15 minutes of fame. Needless to say, the channel was flooded with snail mails and emails.
It’s heartening to see that traditional media is willing to adopt and change as per the newer social fabric that is getting developed. However, the two way interaction will get restricted to these activities as that is the limitation of the medium. At this point several social media platforms like blogs, wikis, discussion forums, social networking sites will take over and start providing value. So, it’s important for marketers who wish to interact with their audience incorporate social media marketing as part of their annual marketing spends.
Read more about Social Media and Social Media Marketing
Comments
Tags: Citizen Journalism, CNN IBN, GEC, Social Media, Social Media Marketing, Traditonal Media, TRPs, TV Channels
Nimesh, to a point I agree with your statements. Traditional Media and society can mutually benefit from your four points.
There is a role for Traditional Media which must avoid the very things you mention also. This would be what is know as Investigative Journalism in the US. A reporter or group of reports investigate a story without allowing external influences to shape the opinion or outcome of their work. This very role is critical to the survival of any Democracy or Republic, and is often the first area of journalism that is removed when tyrants rule a country or people.
Now, for my opinion as to why social media is being accepted and used by traditional media. The business model for traditional media has not changed, but the world has. Social media has destroyed the monop0ly once held by the media outlets. They must either adapt or become extinct. They enter into this realm unwillingly or unknowingly, simply because they can’t seem to find the new business model that will launch them back into the leadership role again. Oddly, technology changed the world and destroyed their position of leadership, but is it technology that will need to be used to regain some level of leadership in the future. Until then, social media will continue to erode traditional medias influence on our lives.
Good Hunting.
What a wonderful analysis Tim. I would like to quote your analysis of ‘traditional media being forced to change’ in some of my other posts.
Allowing users to create content is good but at no point should they lower the quality of journalism – as it would mean a death trap for them
As for quoting me, be my guest.
It’s interesting you mention “death trap” because that is what social media becomes for traditional media if they assume it is their savior to the problem of remaining relevant. The fact that they have adjusted their behavior without adjusting the business model (how they make a profit) they have now entered the trap.
Your points 1, 3, and 4, taken to it’s logical end, bring a wise consumer to the question, what exactly am I paying for? Why should I consume this product when I can get it from so many other sources for free. I.E. My Google Reader provides me the same AP articles and blogs that my current newspaper uses to fill space, which is used to sell advertising. If I stop buying / reading the paper, how long will take merchants to stop buying ad space.
Now let’s talk about loosing consumers due to lack of credibility. In our current US election cycle, the Obama campaign was very clever in hiring bloggers to post topics, often as soon as they could counter a point, and the traditional media then used the blog post as a source, never vetting it, but taking it as fact. If they didn’t use it as source, they would use it in questioning McCain supporters as “How do you respond then to those who argue …..” and use the blog as their cover to ask an unfounded question. As more learn that the traditional media was used as a propaganda machine via social media, they will lose even more consumers of their product. It will not harm social media, it will harm traditional media for using social media.
Good Hunting.
I agree with almost everything. I am not sure about having a citizen cover an investigative story. I am not sure that would work. Though I do agree that they may be the lead that the news station is looking for. I just don’t think that they would give the credibility that the REAL news source would have.
As for the rest of your points… You might be onto something about the point about REALITY shows. That is why they have lasted so long. I personally try and stay away from them but even my sporting events are having you text them. It is definitely a way to get and keep fan involvement at home. Is it the answer to the ratings or to keep you there longer then you normally would. I guess that is for Nealson ratings to figure out.
Traditional media has to do something to compete because they are a dying breed. I used to be passionate about print. Today, I would rather read a newspaper then watch television. I guess I don’t like the extra noise or something. But I have been doing that online for a long time and I realize that is part of the circulation problem. The newspapers need to figure out how to balance out the new media and the OLD media. I am sure they aren’t going away but they need to do something.
@ Tim – You have rightly stated that traditional media has adopted ad hoc approach in adopting social media principles. I would go to the extent of calling them desperate to retain theie viewership without really looking at long term ramifications. Today if they enjoy a certain viewrship it’s coz someone earlier had carried out quality reporting. It’s the onus of today’s jouralists to maintain if not higher the standards. Like most things in life, the day the value ceases, the reason to exist (raison d’etre) also ceases
@Jamie – It’s very interesting to read our comment as you too have highlighted the fact that traditional media needs to do something or it will die out. It’s amazing how so many of us feel the same – and if there is a traditional media guy reading this, well hey time to do something about it
The digital divide is still alive and well and though it isn’t talked about as much as it was in the late 90s. I am thinking that is what is going to keep traditional markets alive. The truth is that you are still going to have to influence the over 60 crowd that are the majority of voters. I am not sure every campaign is going to be like Obama’s. Though his was original and quite the grassroots campaign that worked.
The truth is there is still space for the Traditional markets they just need to find a way to sell the advertising for it. Which I think is the problem today. They need to adapt to the new technology market. I personally read all my news online and don’t turn on my tv all that much.
But newspapers are still going to be around and print will still be around. They just need to find ways to engage people.
I agree Jamie. There is space for all kinds of media provided they bring their set of uniqueness to reach out to people. It needs to identify its own USP to stay relevant with people and build on that
Nimesh
Great discussion.
I am not sure there is such a divide anymore between “traditional” and “social media” networks.
There’s probably more of a difference between TV and Newspapers than there is between “Social Media” and “Traditional Media”.
Let’s face it. Thanks to the internet all the gossip and conversation that used to happen in the real world before the world experienced the “net” is now happening online.
With one huge difference. Anyone can now join in that conversation from any part of the world. You don’t have to be physically present at that “social gathering”.
As a result of this, something pretty powerful has emerged. The user is now also the “generator” of news and views.
I would expect this technological truth to affect all forms of communication. Not just “traditional media”.
It’s already affected the way people write their doctoral theses. It’s affected the way people choose a restaurant. It’s changed the way people date. It’s changes the way new products and services are developed and launched. It’s already changed the way we live and think.
As far as I am concerned the internet is as much of a fact of life as cars or aeroplanes.
Why be surprised if the people in “traditional media” chose to use cars or fly to their desired destinations on airplanes.
They would be living in a fool’s paradise if they still chose to use a horse & buggy.
Sumit
As we have been earlier discussing Sumit, the traditonal media in using social media principles is making a desperate attempt to latch on to its viewers. If not correctly, they will end up hurting their own credibility – not to mention loss of business. Each medium has its own strengths and one needs to draw from there to retain its relevance
Nimesh
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We’re all talking about the “Death” of traditional media because of “Social Media” but what is really happening is an evolutionary thing here. Of course the “Traditional” folks are adopting new technology that is expanding their abilities. Some of that new technology is based on “Social Media” principles. This just further expands on the concept that SM will have a huge impact going forward. But, this is no different than the launch of any new technology and the impact it has on more “Traditional” approaches for that industry.
Please keep in mind that one day (perhaps very soon), Social Media will be the Traditional Media and there will be some new approach threatening it as well.
I don’t know about all of you, but I still watch the 11PM news, read newspapers and read magazines. And, I’m very active with SM as well.
Seeing the “Traditional” folks picking up “SM” is not only refreshing but expected.
Steve – The traditional media will suffer if they adopt social media principles in pieces as every medium has its own strengths and they need to operate from there. The very fact that you have mentioned that you still watch your news and read your papers tells them that they have their readers in place and they need to keep creating excitement to retain them
Also I view social media from as a philosophy than any just a platform. So as a philosophy it will be much more long lived!! So a Twitter or a Facebook might die but the principles of the medium will still live
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Most of what I read here considers traditional media as monolithic. It also portrays social media as something new. Public Relations professionals have practiced the four basic principles
(i.e.1. Seeking User Participation,
2. Building Value for the community
3. Allowing User Generated Content (UGC) and
4. Listening to people’s point of view) for decades and have not been accepted into what you call traditional media until about 10 years ago.
What social media seems to be trying to do is to change media. Media isn’t the driving force, it’s the C-suite mentality that needs to be changed. In PR (been there for 20 years) we’ve been chipping away at one-way communications since the end of WWII. In some cases, the CEO or board has seen the value offered by listening to its customers/consumers/audience, whatever you choose to call it.
It is reminiscent of the consumerism of the 1980s in some ways.
Public Relations is very interested in Social Media primarily because of the technology we now have available to us, which we did not have before. I predict that Social Media will be absorbed by PR before Social Media absorbs anything. It is too fragmented and perceived as disorganized. one million people agreeing with each other is not going to foment revolution unless the means of communication change and large public relations firms are owned by large communications conglomerates. Public Relations will simply morph to include Social Media because it can.
This is not doom and gloom. Social Media will continue to have an impact, just as other new media have had an impact. Faxes were revolutionary. Who faxes anymore? Social Media’s true value lies in its innovation. If the innovation is adopted, people win, right?
So listening to an “us versus them” discussion to me is not productive. I would be more interested in determining how Social Media will impact PR in the future. Will it make companies more responsive? Will they become more socially responsible or environmentally aware through Social Media techniques? How can Social Media affect social change. Now that, I would find an interesting discussion.
Thanks Jim for your comment. It is indeed very thought provoking and insightful.
The objective of the post was to highlight changes in the society that will impact the way each medium operates. I am not a traditional media basher. In fact in the social media predictions that i have done in my other post, I strongly believe that traditional media will have to rediscover its strength and operate from it.
http://windchimesindia.wordpress.com/2008/12/21/predictions2009/
Each media will have to find its niche and serve that purpose. Trying to take over another medium can be restrictive as the operating style might be very different.
My post highlights the notion of social media affecting social media as is evident with the examples of Jessica Lal and Nitin Katara murder case in India. And this is only the beginning. Because now the power of media is with the people, the social changes wll be far more apparent.