Social & Traditional - A Balance is Best

Social media is transforming advertising and public relations, and we are all trailblazers, discovering the new and best ways to utilize these new platforms. But the transformation is not yet complete, so it is important to stay on top of the “old” or “traditional” media, as well. For the time being, it is possible to be a big celebrity in the digital world – a good example are all the bloggers who blog exclusively about social media – and a complete unknown to everyone who is not yet using Facebook, Twitter and other social media outlets.

Because social media feeds heavily off traditional media, it is less likely that the opposite will happen. If someone has a high profile in traditional media – at some point, someone will blog about them, or mention them on Twitter, or in an online news source. The smart money at this moment is on a blended effort that utilizes both traditional and social media. It means more work, and that you need to be familiar with all aspects of media – from newspaper advertising to interactive online banners. You need to know how to reach reporters still working at traditional media outlets, and bloggers who concentrate on your industry. Using both traditional and social media is the smartest way to deal with the changing media landscape. Ignoring either side means you leave half your potential audience completely in the dark, with no awareness of your company.