Three Ways Social Media Affects What You See, Hear and Read within the Media
You don't want to do lots of research to observe that the mainstream media uses social media every day. Every major news anchor has a Twitter account and many have Facebook fan pages with tens of thousands of followers who receive regular updates on that anchor's activities and interests.
CNN's Anderson Cooper spends several minutes every night asking viewers to get in touch with him on Twitter and Facebook. Ed Schulz of MSNBC's The Ed Show runs interactive polls on a nightly basis connecting those using social media back again to his evening show. Every major host or anchor has a cultural media presence in which they not just promote their appearances, but additionally seek feedback from their audiences.
In radio, one of many largest chains of terrestrial stereo mandates that their hosts push social media on a regular basis. In fact, on-air personalities are not only judged by their ratings on the air, but they are equally judged by the amount of followers and Web hits for their online blogs Katiana Kay. Not only this, they put their money where their microphones are by handing out cash bonuses for hosts that overachieve in the social media arena.
The stations realize that the easiest way to get listeners for their The websites is through their hosts' social media connections. In addition they understand the culture of social media that you can't be too commercial or seem like you're attempting to sell them way too hard ongoing to the Web site, so they really post daily news updates, more info about topics they discuss on the shows, celebrity news and even funny viral videos - any kind of content that adds value to the consumer's online experience. Many stations require their hosts to create something on their blogs at the least 3 x each day, so it's not at all something they do of their very own discretion - it's employment requirement!
The host just needs to do shows which can be fun and informative, keep listeners tuned in so your listeners will want to connect together on Twitter or Facebook, which leaves the train of breadcrumbs back again to the station's Web site.
Stations may then use this online funnel as an easy way to directly affect their bottom lines, because consumers don't have to get anything if they get there. All they want to do is visit early and often and the advertising dollars can justifiably be multiplied.
Finally, newspapers and magazines are beginning to know the same paradigm, as they are producing online-only content to drive more Web site visitors. It's not enough anymore that they only repurpose their print content for the online visitors. They are now purchasing content that can be acquired only online to continue to monetize their Web traffic through advertising. It's a straightforward formula, like the air station model. The more Web site visitors you obtain, the more you are able to charge advertisers to achieve them.
But when it were in regards to the ad dollars alone, it wouldn't be worth every penny to devote so much effort into social media. The media gets far a lot more than that. I'd like to try to put it into perspective.
The primary reason the mass media does social media is the exact same reason you should. They choose social media to construct a RELATIONSHIP with their audience. In virtually any business-to-consumer interaction, there is no interaction that's more valuable compared to establishment of a connection together with your potential customers.
That's why I'm this kind of firm believer in investing the full time and energy in social media marketing to produce RELATIONSHIPS (I can't emphasize the phrase strongly enough) and build a solid following. Yes, it does take time and energy, nevertheless the payoff is that you will be building relationships with people, who may one day develop into a client or refer clients. Through this exchange of communication, people understand your expertise and you obtain their feedback so everyone benefits in certain manner. This interchange takes the connection to a higher level. The best level, needless to say, is that handshake (virtual or face-to-face) that occurs when they turn into a customer or client.
So, if you want to drive your marketing to a greater level, do such as the big boys do in TV, radio and print - use social media to construct relationships together with your potential customers and then watch as that potential is realized.