I came across this article on business2 community which talks about traditional media’s role in terms of adoption and survival of social media
First of all, the author talks about the general public’s usage of social media. Although new social media come out almost everyday, people are not very interested in them. In other words, they are satisfied with the status quo of their current social media experiences. There are some dominants in the market such as Facebook, Twitter, Pinterest, LinkedIn, YouTube, and Instagram. And people are happy with current use of these sites. That might come from the habitualization, which means when we get used to something, we really don’t like change. If a new network came along, it would take a lot of time and effort to catch on because we already have so much invested in our social networks of choice.
And this also applied to traditional media. A lot of major television networks already have a Facebook page or an official twitter account. And the tweets, Facebook posts of celebrities are now news.I think this is pretty common today. From my personal experience, I work for an entertainment news website and many of our news are about celebrities writing a new tweet or posting a photo on twitter. Entertainment shows also integrate social media into their overall communications and branding strategy. We are encouraged to connect with them on Twitter, Facebook, etc. And many magazines, particularly those targeting female audience, are very active on Pinterest.
It seems like traditional media are reinforcing our habitualization of current social media usage, in a way that entrench those social platforms in our lives, rather than helping us move on to new platforms. As we see the media encourage us to share our experience by live tweeting with hashtags, more of us are drawn to that platform. As major media outlets use Facebook as a means of logging in to their site, more of us are drawn to that platform. The reason for this is the same as the general public that traditional media have invested a lot in existing platform and they are able to find their target audience there. So they don’t want to take a risk to implement new social media.
So my questions for the class are:
1. Do you think traditional media lead to your adoption or continued use of various social media?
2. Is it necessary for traditional media to adopt new social media platform ?
3. Do you think some small social media will die out because they are not adopted by traditional media?