24th March, 2015. 2:38pm
NaBloPoMo, Tuesday, March 24, 2015
Have there been events when you’ve turned to social media over traditional media or vice versa?
Every year, new gadgets and technologies are being introduced to us that claims to make our every day life simpler. And I’m not talking about just new smartphones, tablets or laptops, I’m talking about social media.
As a Comm Grad, Social Media can be traditional media’s worse nightmare. There was a time when radio broadcasters here in the Philippines said that radio will die soon because of the emergence of iPods and Sound Cloud or Spreaker. DVDs and Blu-Ray makers also fear the existence of movie online buying, because while the film can still be sold, the thought of buying an actual DVD or Blu-Ray makes some people doubt about it, because why would they buy something like that when purchasing the movie online is cheaper? And why would people buy newspaper when they can simply go online and read the news without having to spend a dollar or two? Why watch and wait for the six o’clock news on TV when you can browse Twitter or Yahoo! News any time of day?
These simple reasons is what makes Social Media to continuously trump traditional media. Social media is fast-paced; everything is available at your disposal any time you need it. It’s affordable, and it allows users to interact with the other party whenever they want (assuming the other party will reply, of course). It’s also one of the reasons why a lot of advertisers prefer to have their own Social Media accounts than spend hundred and thousands of dollars on a single ad on TV, radio or newspaper; it’s cheaper, plus, word of mouth is still one of the best and most powerful advertising strategies. This is what the Social Media can give. When you buy advertising time on a certain TV program, chances are your commercial will be aired twice or three times at most (in an hour). By using a social networking site, however, you can post as many times a day you prefer, without having to spend anything on it. Besides, the chances of your target audience learning and finding out about your product are bigger rather than leaving your fate up to TV, radio or newspaper.
On the other hand, what sets the traditional media apart from social media is that with traditional media, brand awareness lasts longer. How many times have we heard of new “Youtube/Facebook/Twitter sensation” and how many of them do we still remember? Because the truth is, if you’re a Social Media star, there’s a big chance that you will be one of those “one-hit wonders.” In addition to this, social media is not always free. There are countless websites that requires payment before you can even promote your brand. Besides, some people wanted to see it to believe it, making TV commercials more engaging than just reading it online (*and usually, people see online advertisements as SPAM).
When it comes to important events, say a national election or a death of a well-loved personality, I think it’s always better to see and hear it from traditional media, TV and radio, to be specific. True, Twitter and Facebook may deliver the news before the news program even starts, but there’s just something about seeing it on TV or hearing it on the radio that makes it more real. It makes you feel like you’re part of whatever is going on.
As someone who love both the traditional and social media, I’d say both are important. These days, it is so hard to think that one can exist without the other, because whether we like it or not, both have its pros and cons. Both benefits the consumers and producers, and I have a feeling it will continue to just grow.