The lines are becoming more gray in determining the differences between traditional and social media because many traditional sources have integrated more social media options for the consumer. However, traditional media is generally a centralized platform for that particular company, business or organization that is more informational in nature; developed and maintained with a particular agenda/goal by a professional staff. Even though most are trying to ultimately generate revenues, in the case of non-profit traditional media, they are generally concerned with successful dissemination/reception of information. Most of these traditional sources solely push out high-quality information such as television, radio, outdoor and print news.
In contrast, decentralized social media relies on the high-to-low quality information, feedback and conversations from anyone using these various channels to foster, share and populate continuous contacts, information and interaction. This gives more content control to the users.
Successfully integrating social media with traditional can ultimately synchronize sales, marketing, or other goals and strategies.
How does your company/organization leverage both to build an effective marketing plan?
During the past 50+ years, the company I work for has exclusively served as a government contractor which makes our need for proactive social media marketing minimal due to the relegated governmental Request for Proposal (RFP) system instituted for fair competition. Most of our proactive social media is only used for recruiting purposes with LinkedIn as the primary channel.
However, we do a great amount of research and interaction via the Internet with other government contractors to partner on specific bids. We build our potential partners via a Deltek database called GovWin. Even though it’s an invitation only program, it’s built on feedback and input from various sources, much like crowdsourcing, in positioning different partnerships to win contracts. Our company also believes that successful communication starts at the front doorstep and we about a year ago we began building a very robust internal media program for our more than 100 locations that goes beyond the rudimentary outlook capabilities. Our internal employee communication offerings involve multiple feedback channels whether in SharePoint for various projects, RSS feeds for anything from stock price changes to weather office closings; polling; or different employee award postings, family/vacation/pet photos that employees are open to submit. To keep our employees even further engaged, these photos are judged electronically by a panel of employees monthly/yearly with winners receiving awards. We have in place a Communications Coalition manned by volunteers to advocate social media and communication measures to best serve employees and the company.
To expand further on the importance of using social media internally to build an informed and productive workforce, here’s a article from the “Social Media Explorer” (Links to an external site.) offering details.