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What is the Role of Traditional Media in the Age of Social Media

By Vilan Trub, Marketing

The dawning of a new age brought forth platforms for sharing thoughts, pictures, videos, and assets yet unimagined. Social media united cultures that developed isolated from one another, created avenues for sub-cultures to flourish and gave a voice to crowds that could now wield great power. For brands it felt like a gold rush but, the reality quickly sank in – social media only solidified the importance of traditional media for reaching audiences and easing them through the marketing funnel.

Social media offers brands direct access to audiences, but it’s important to remember the crowd-culture that exists on social platforms. These are platforms where users create a majority of the content and they’re very protective of their control over what content sticks. Imagine a TV channel that allowed viewers to create and broadcast their own programming. Not only are brands competing with each other, they’re now competing with consumers as well and that’s a competition that brands will lose 9 times out of 10. This isn’t to say that social media can’t be an impactful tool, it is actually one of the greatest tools currently available for brands. The issue is how it’s being used.   

So much content is being created and recreated today that a trustworthy source stands out and quicker attracts attention. Traditional media, having developed a relationship with audiences over the course of many decades, is a trusted source that news consuming audiences, especially people accessing social platforms specifically to consume news, recognize and prefer. This is how social media reminded the communications industry the importance of traditional media. It offered audiences a view at the other side of content, allowing for a new found appreciation for vetted, factually driven news.  

Issuing news over a wire service, such as Business Wire, allows a brand to amplify their message and access highly targeted media points, whether by geographic location or industry, or other criteria. This is why Business Wire is where your news is made. Bringing a news release, or media coverage to social media allows a brand to present their message as trustworthy content.

The digital age is an amazing time for communicators because the tool belt seems endless. Although newer tools, such as social media, deserve to be investigated and utilized, they shouldn’t automatically negate what might actually be more beneficial. The news release is effective and, now more than ever, wanted by both the media and news consumers.

Learn how to use Business Wire’s social features for your next release