I was asked this week to describe the impact of social media. As a history lover, and I looked for a pattern that social media may be following or repeating, and compared the differences and potential for the future. The obvious analog is mass media (also known as “industrial”, “traditional”, or “broadcast media”), which includes newspapers, magazines, books, television, film, and radio; and tends to be characterized by a “one way” relationship between producer and consumer. On the other hand, social media involves the creation and distribution of concepts and media through social interface channels; and is characterized by community relationship between producer and consumer.
Values Comparison
With mass media, value is expressed to customers via perception (branding, marketing).
“What is advertised is what is good.”
Whereas, social media expresses value through the collective voices of the users, also known as customer evangelization.
“What is shared by those like me is good.”
Comparative Media: Social v. Mass
- Social media is very young – in its current incarnation, about ten years old.
- Mass media has been around since the creation of the printing press in 1453, and modern advertising developed approximately 150 years ago.
- Mass media has infiltrated with most parts of day-to-day life through aggressive marketing and advertising with print, audio, and video.
- Due to its infancy, social media is not (and may never be) as invasive as mass media.
Customer Evangelization
- Word of mouth marketing and referrals have long been considered the best way of bringing in qualified customers and leads.
- Social media allows customers to “go viral” by giving volume to their voice.
- Average users can “evangelize” a brand, product, or company through their networks (i.e. Facebook’s Fan Pages).