Traditional Media and New Social Media: Best Buds

September 19, 2010 at 6:33 pm (Uncategorized) (, , , , , )

With NSM in the picture, where do traditional media come in? We say traditional media is not declining, it’s changing. Right we are! One of the speakers in an advertising seminar I attended said,

“TV is a qualified medium to drive traffic to your digital platform.”

Heard of Sarah Geronimo saying “like us on facebook!” on one of her commercials? That is just one of the ways of using traditional media in support of NSM. These two media should help each other out, not bury the other. One more example is my classmates’ promotion of their viral video (I love the second viral video requirement, isn’t it obvious? :P) they posted the links and taglines of their videos on the bulletin boards around the campus. The digital presence should be aided by visible physical activities and materials.

NSM, in return, helps organizations and companies in spreading awareness of their brands and can also serve as means for advertising their programs and activities. A fanpage on facebook of a TV network company can promote their shows. We no longer choose to practice backing up of TV by print and banners. We go for the cost-efficient methods. We now also have online news articles published by local and international newspapers. Traditional media and NSM are not enemies, they are, in nature, best of friends.

 Media: Old and New

A warning though: what happens in new social media, stays in new social media. If there have been rants, protests and petitions online, it is not advisable to talk about it outside. These should be settled within NSM for those people might find you defensive regarding the issue. Imagine you’re having a dicussion with someone about some of your friend’s not-so-good manners, then she answered those claims in her speech in class. How would you feel? What will you think? Always put in mind what you would feel if you were on the other side before performing your advances.



  1. Karen said,

    Sorry Ariane, but I just had to disagree with your warning that what happens in the new social media must stay there. From your example, what I’m getting is that you’re not just against the co-existence of the things present in the NSM with the traditional media but also you’re against the discussion of what’s happening in the new social media in the offline world. Sorry, but I believe that must NOT be the case.

    Let’s take your example about the rants and petitions online. If your employees created an online forum where they could plan protests against your company’s management, would you content yourself with just replying in that forum and pretending as if nothing’s happening when you see them in your office? Would you not summon them to your office and properly discuss what brought about such protests and try to patch things up before they begin rallying around your office’s vicinity?

    What’s happening in the realm of the new social media is usually caused by what’s happening in the offline world, so why do we have to box ourselves with what’s happening online?

    It’s okay to reply to such protests online, but it’s more genuine if we try to solve such problems face-to-face. Such action would show that you have the courage to correct your mistakes and the sincerity to solve such issue.

    I also remember Sir Barry saying that when you see complaints about your products or services online, you should reply to such complaints and try to, say, invite that complainant and discuss things over a cup of coffee. Or maybe you could send gift packs to your brand advocates, or invite them to your product launch. Here we could clearly see how actions done offline are used to supplement the actions online.

  2. Jen said,

    Hi Ariane! I don’t know if the speaker in the seminar you attended is the same speaker I listened to during the seminar I attended last Monday, 🙂

    I think that the NSM and the Traditonal media are not mutually exclusive communication channels. Just like what you said, they are the best of friends. They complement each other and that neither of them can be everything to the target public.

    Your post reminded me of one of our class discussions in OC152 about managing negative feedback. Sir Barry said that you must respond to those feedback via the communication channel that the senders used to relay them to you. I guess that is what you are trying to say when you stated that what happens in the new social media stays in the social media. However, our online efforts will be more appreciated by those people if we supplement it with offline efforts. It gives the impression that we really value the customers’ opinions.

  3. What Does That Mean? said,

    Yes I agree when you said that both complement each other. That’s because of the fact that one can’t have all the features of the other. However when you said that what happens in the NSM should stay only there is impossible I think. Since they complement each other, it’s hard to separate them. At the end of the day, the goal of everyone is to maintain good image and sell products and services. We can only do that if we maximize all media there is.

  4. Angel said,

    It’s very nice to know that you learned something from AdHere’s seminar. Haha. When I had my internship in the digital arm of an advertising agency, I saw how advertisers use NSM to complement traditional media, and vice versa. People should not treat these two platforms as “kinds” of media. They are both tools that organizations can use to advance their goals. They can work in sync, but it takes more than theoretical knowledge and a little experience to master this art. 🙂

  5. blahblahblogsheet said,

    I, too, agree that traditional media and new media are best of friends. I believe that both of them will co exist. Not everyone has access to new media, like the poor. That is why, traditional media is there to feed them with news that new media caters. We have heard many times that the rise of social media would result to the deterioration of traditional media. Like, I’ve said this would not be the case. 🙂

  6. Pamela Enriquez said,

    I would definitely have to agree with this. Traditional media and the new social media are best buddies! 🙂 They complement each other, they supplement each other. What lacks in one form, the other form compensates.

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