D) New media v Traditional media

(Source: Techtoolsforschools)

        New media bring great influence to traditional media. Facebook has altered the marketing promotion nowadays.

        In term of advertising in last time, they are created to ‘push’ to consumers. (Naughton, 2006) If people do not want to see it, they avoid it through turn off the TV or radio. But now, in order for company to survive, it has to adopt social media advertisement for example in Facebook. The comment function in Facebook allow users to express their feeling toward the advertisement, sometimes some negative comment will ruined the marketing effort.

        And because of new media, people’s voice and opinion can be more easy to broadcast and shared by others quickly. This issue brings a problem to companies; it is harder for companies to keep secrets now. (Naughton, 2006) All social media is a platform for people to share the ‘secret’. The more you wish to keep, people found it more interesting to share. Public relation news management techniques are no longer effective.

        In term of publicity, back to last time, companies rely on published media release to media to get publicity via mass media. Only when the news is published, then public will know about the incident. But now, just a shared button in Facebook will expose the incident quickly, sometimes things happen too quickly for company to take control.

        In term of marketing communication, Facebook make company more accessible by the public. Business can interact with its customer through Facebook’s fanpage. (Bozzuto, 2012) This seems to be an advantage for businesses.

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References:

1.       Bozzuto, A., 2012, The Difference Between Facebook, Twitter, Linkedin, Google+, YouTube, & Pinterest [online] Available at: < http://www.impactbnd.com/the-difference-between-facebook-twitter-linkedin-google-youtube-pinterest/> [Accessed 11 April 2013]

2.       John, N., 2006, Blogging and the emerging media ecosystem. [online] Available at: <http://reuteursinstitute.politics.ox.ac.uk/about/discussion/blogging.html> [Accessed 14 April 2013]