Today we will be taking a deeper look into New Media and what type of technologies are apart of new media. Now as explained in the previous blog, New Media most commonly refers to content available on demand through the internet' accessible on any digital device, usually containing interactive user feedback and creative participation. Common examples of new media include websites such as online newspapers, blogs, or wikis, videogames, and social media. If you think about it, it’s pretty obvious that traditional media provides value through subsidizing content through free TV and radio programs, lower-cost magazines, and chances to win prizes. However, in exchange for this content or other value, we ALLOW advertisers to interrupt our day to tell us about their products. The difference is that social media such as Facebook, Twitter, YouTube, etc. are already FREE. So, advertisers can’t expect us to allow them to interrupt us with commercial messages. I mean, face it, no one really LIKES commercial!
So, the key to making social media work is to provide some other type of value, whether it is entertainment, information, support, or other types of rewards in exchange for hearing your commercial message.
Lets look at how we distinguish new media from old media.
Social Media
Two-way conversation
Open system
Transparent
One-on-one marketing
About you
Brand and User-generated Content
Authentic content
FREE platform
Metric: Engagement
Actors: Users/ Influencers
Community decision-making
Unstructured communication
Real time creation
Bottom-up strategy
Informal language
Active involvement
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Traditional
Media
One-way conversation
Closed system
Opaque
Mass marketing
About ME
Professional content
Polished content
Paid platform
Metric: Reach/ frequency
Actors/ Celebrities
Economic decision-making
Controlled communication
Pre-produced/ scheduled
Top-down strategy
Formal language
Passive involvement
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