Traditional Media’s Role in the Adoption and Survival of Social Media

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?


5 thoughts on “Traditional Media’s Role in the Adoption and Survival of Social Media

  1. I’m not sure that traditional media is what encourages our adoption of social media, mainly because I feel that people initially get “connected” in order to stay in touch with friends and family, but traditional media certainly taps into our use of social media and further encourages our use of it. Social media is such a great way to market traditional media platforms and get people engaged, so it is a necessity. When I watch a football match or watch a political show, I like to tweet my views to pundits or athletes, sometimes getting a response back. This interaction makes me more likely to tune in next time.

    Smaller social media does not die. It either gets taken over like instagram, or its best parts get copied by larger providers. Great article. Thanks for sharing.

  2. I agree with this from the article “traditional media works to further entrench those social platforms in our lives, rather than helping us move on to new platforms”. The competition in social media world is more and more “monopolistic competition”. We have to admitt that these dominate social network platforms have huge amounts of users, and because of users’s day to day experience on it, with stronger and stronger engagement, and also more and more “client investment”(as what we have talked about in the “ROI” case), the big social network brands have already became one important part of users’ behavior. Also it has became very costly to move across platforms. Just imagine to abandon your hundreds relationships (which means lots of time and attentions “payed”) on Facebook to join in a new platform. I think no one would really like to leave FB unless this platform has become unbearably terrible, or some new platforms which are really much more impressive could surpass these big names.

    But for now, the reason why traditional media are using social media is to attract more attentions (new customers) and more loyal fans. There are not enough potential audiences foundation in new platforms, so it become very natural why they prefer to entrench the dominant social media platforms. Actually, the both sides are mutually benefited and has made the whole process a positive circle.

  3. I do not think traditional media played a major role in my adoption of social media as much as connecting with friends, family, and colleagues did on sites such as Facebook, Twitter, and LinkedIn. However, if I didn’t have Twitter or Facebook previous to this year, I would definately be creating accounts on both sites in order to follow both presidential candidates. The amount of comments posted from the debates would have me urging to log in to my accounts to see others reactions concerning the candidates comments. My mother even signed up for Twitter in order to see what people had to say in response to watching traditional media content. I think it is absolutely necessary for traditional media to adopt social media platforms or they will be left behind and probably lose viewers, readers, etc. Social media is an outlet for these traditional media sources to contact people who might not have a schedule where they can watch their television programs or read their newspapers. Not to mention these sites are great publicity for traditional media to reach the younger generations. Finally, I think social media is here to stay because of how much it keeps growing and people keep turning to it for their source of news and entertainment.

  4. I don’t think traditional media have too much impact on my adoption to social media. Actually, my friends and my family play the most important role in my adoption to social media because the most important aim for me to use social media is to interact with them not with the traditional media. In addition, I can get information from traditional media via other platforms apart from social media.

    In terms of adoption to new social media platform, I think it depends. If certain new social media platform better fits the need of certain traditional media, maybe it is reasonable for the traditional media to adopt the new social media. For example, some new social media platforms have some unique features or can better attract the target audience. However, it may be risky to do so.

    I don’t think some small social media will die out simply because they are not adopted by traditional media. If a small social media is a niche and I think it can still thrive without the adoption of traditional media.

  5. I don’t think that traditional media have a major impact on the adoption of social media because in my opinion one can rather subsume this under the overall network effects which drive the adoption of social media platforms in general. Traditional media are part of these network effect drivers – like brands, celebrities or other people communicating via social media. The more content people will find on social media platforms, the more people will adopt it.
    However, I think for traditional media it is very important to adopt social media because social media is nowadays an important communication and marketing channel. Traditional media face a decline in their audience due to the shift towards online and mobile platforms. Therefore, social media is important for them to maintain their audience.

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