This could be one of the last times you'll be asked to consider the value of traditional media as the social media swirl keeps gaining velocity. So attend to those delivery trucks still making their rounds — what's the PR value of their products over and against social media? Dave Hogan APR speaks up for "traditional news media" in an AbileneBiz post.
For one thing, Hogan notes, Facebook's reach of close to a billion users is beside the point. "By contrast, local daily newspapers still reach a higher percentage of the adult market in most cities than the average small-business Facebook page. Other local media — including TV and radio stations — also may better reach your target audience than a social media site."
True enough. But that's for now. Traditional media coverage also has credibility. That's also true enough, but folks on social media can't afford to fake their doings either.
Now, here's a local paper giving front-page coverage to a social media technique: A "cash mob" — inspired by Internet flash mobs — is descending on a local (as yet unnamed) business in Palmyra, Pa., this evening to give it a boost. Looks like the Lebanon Daily News in Pennsylvania is playing along to continue getting along with social media, for a while, anyway.
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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