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Mixing It Up Media-Style

April 27, 2009 8 Comments
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A lot of social media evangelists and consultants will tell you that “traditional media” is on its way out and is being superseded by social media. They’ll say there’s no room for the old guard with the new arrival.

But you know what? Traditional media has a huge part to play in any social media-led progress. If you want a great example of old guard (video, music, arts centre) combining with the new (bloggers, Twitter, Youtube) just check out this video from my friend Susan Murphy and her brother Michael J. Thompson.

I’m a firm believer that the best results come from mixing what we know and what we learn. Looks like the National Arts Centre in Ottawa has the same idea, and they’re benefiting because of it, as Sue’s video shows.

Still think the only media worth a damn is social media?

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About Danny

Danny Brown is Chief Technologist at ArCompany and an award-winning marketer and blogger. His blog is recognized as the #1 marketing blog in the world by HubSpot. Danny is also co-author of Influence Marketing: How to Create, Manage and Measure Brand Influencers in Social Media Marketing.

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Anna Barcelos
Anna Barcelos

Coming from an integrated marketing communications background, I have never thought of social media as a replacement but as an additional way to reach and engage customers and prospects.

There are still so many companies out there that haven't caught on or taken advantage of social media. The key is education so that these companies better understand the value and impact when it's part of their overall marketing communications plan.

Brett Borders
Brett Borders

I don't know if I should be saying this considering my line of business, but I think that social media is over-hyped. Yes, it's awesome for some people, some products, some organizations... but "old" media is significantly more influential in many places in the world and in many matters.

Danny
Danny

I don't think it's "bad" to be saying it at all, Brett - just realistic. I think many people have been hyping social media for so long that it's almost second nature to think of it as the be-all solution.

But it's not - it's merely an additional tool in an ever-growing toolset for individuals and businesses. I think the quicker this is realized, the better and the more "real" work can be carried out.

Richard Marti
Richard Marti

Yes, for the most part people are still consumers of content. There will be a transition period and I we are seeing that now,. I just tweeted about my daughter, an avid F=acebook user, watching Bruce Jenner 's family on TV. I talk to people in small business who feel like they were sold a bill of goods about websites who still don't trust the online world. I see a world split between the early adopters and those disconnected. A world split between content providers and consumers. I think it is all good. We need to learn to reach people where they are or realize that we may not meet them at all.

Tim Jahn
Tim Jahn

This is great example of people getting caught up in the tools rather than the underlying concepts.

Video is not dead. The model of broadcasting video with no interactivity (traditional television) will probably fall by the wayside, but video will continue to progress and grow in other realms (online).

Writing is not dead. People may write less with actual pens and write less on actual paper but writing will continue to progress and grow in other areas (online).

Susan's video is an excellent example of the types of merging that can (and will) occur.

Angela
Angela

Great post, Danny. I wonder how much longer before we reach the tipping point - or have we already? - of people figuring it out and moving toward integrated marketing. Those who are investing themselves completely in the social media manner are in for a surprise, I fear.

Danny
Danny

Great point, Angela. I think the savvy ones will be advising that integration offers most benefit, while the others (as you say) may simply be left behind. Or, at the very least, limiting their results.

Stuart Foster
Stuart Foster

Social media alone is worthless. It's the firehose of information and media that is vital for a brand's survival. You can't shut that hose off once it has been turned on. How you communicate should be based on your demographic, conversions and other mitigating factors.

Danny Brown
Danny Brown

Many social media evangelists will tell you that old media is dying and will be replaced solely by social media. A video from Susan Murphy suggests otherwise.
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Danny Brown
Danny Brown

Many social media evangelists will tell you that old media is dying and will be replaced solely by social media. A video from Susan Murphy suggests otherwise.
via uberVU


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