TechHui

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Synergy Between New & Traditional Media

With all the hype over Facebook, Twitter and other flashy social media channels the cries of, "Traditional Media is Dead!" are everywhere. Its clear that the traditional 30 second TV ad spot doesn't have the efficacy it once did, and papers that can't make the transition to well designed interactive web properties are in trouble. That being said, the declaration of the death of traditional media is premature.

When TechHui is mentioned on a local news channel or covered in a local paper traffic triples overnight and 20+ new members join the next day. Clearly there are still a lot of eyeballs on local TV and papers. These organizations have built a large group of loyal followers over many years, and benefit from a number of excellent professional journalists. Reputation is important. Professional journalism is important. Traditional media won't simply die. The most agile traditional media companies will evolve to better utilize social media technology and new media companies that hope to have lasting success will need to address many of the same challenges as their traditional media counterparts.

At Ikayzo we have observed similar trends with our customers. For many of them, a holistic approach that blends traditional and new media provides the best results. The nature of the blend depends on the target demographics, and the behavior of these demographics in relation to traditional and social media shifts almost monthly. We also find that successful social media campaigns are almost always reinforced by promotion at real world events. Some of us still occasionally escape our keyboards to venture outside. :-)

Its a beautiful day. The North Shore calls. I hope to follow up on this post with some related material in the near future.


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Comment by Timothy Little on September 1, 2009 at 8:37pm
I have to disagree -- mostly. Print media and the holistic approach are viable for now. But, the death knell has sounded for the print guys. The 'synergy' you enjoy now is just the throes of a dinosaur coming to terms with the frigid weather of the ice age.
Comment by Dave Zuls on September 1, 2009 at 2:41pm
That's the way to do it. I love PR - The original Social Media. PR is also the new SEO.

If I were to go back to school, I would take classes in Journalism & PR.
Comment by Daniel Leuck on August 31, 2009 at 4:12pm
That sounds like PR to me. Which is great! - I love PR. But - I wonder how happy you would be if that was the result of a print ad campaign that you just spent $10K on.
Hi Dave! Its good to hear from you.

We wouldn't be very happy, but that is never an issue because we never spend $10K on print ads. :-) Its all PR, which is admittedly easier for a web community / industry portal than a commercial entity. That being said, lessons can still be shared across organization types and industries.

My post was more to traditional media focused PR versus social media campaigns rather than paid spots versus PR. As you rightly point out, the appropriate mix depends on the demographics.

Also... I saw those mentions in the press as well. But - I only saw them online. I also saw dozens of re-posts in Twitter and then again on Facebook.
Yep - That's the synergy to which I am referring. Its a professionally written article in the paper being promoted via social media.

In my personal opinion... You would likely get more exposure to a better targeted audience and a better overall "Bang for your buck" with banner ads than print ads.
This is undoubtedly true for TechHui and most of Ikayzo's customers. There may be some exceptions such as say, providers of reverse mortgages, but this holds true 99% of the time.
Comment by Dave Zuls on August 31, 2009 at 3:32pm
It's all true. Traditional media has a lot of reach. I'll never debate that. I agree, a holistic approach that blends traditional and new media provides the best results.

"When TechHui is mentioned on a local news channel or covered in a local paper traffic triples overnight and 20+ new members join the next day."

That sounds like PR to me. Which is great! - I love PR.
But - I wonder how happy you would be if that was the result of a print ad campaign that you just spent $10K on.

Also... I saw those mentions in the press as well. But - I only saw them online. I also saw dozens of re-posts in Twitter and then again on Facebook.

In my personal opinion... You would likely get more exposure to a better targeted audience and a better overall "Bang for your buck" with banner ads than print ads.

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