It pays to be social


Dear Traditional Media Marketer,

Social Media is a very profitable and effective tool for tradit

ional media, and in addition to innumerable companies and brands, radio, television and print companies have also started to take advantage of it.

Minnesota Public Radio, for instance, considers its Minnewiki, which is launched in the fall of 2005 as a local music scene encyclopedia, to be one of its most successful social media projects. On April 13, 2007, the site had already been accessed 48,264 times. (Source)

Meanwhile, WBEZ prominently features daily photos of Chicago scenes on its home page, either found on Flickr or submitted by the station staff. The Photo of the Day functioned, for Daniel Ash of WBEZ, as a powerful tool of localism, countering what he sees as a public radio weakness. (Source)

Other stations like Q101 and Hot97 incorporate blogs, podcasts, and profiles on MySpace, and even channels on YouTube.

In television, ABC Family has launched a promotion on twitter around the new show Gr

eek, a comedy-drama about frat and sorority life, and the title character in NBC’s show Chuck, a computer geek who becomes a secret agent, also will twitter to fans. (Click here for the article)


And CBS has disclosed that social media has brought an additional 200,000 viewers in just one month and that, “YouTube has brought a significant new audience of viewers to each broadcast.” (Link)

Print journalism is also jumping in. In June of this year, the BBC conducted a “social media experiment”, where journalist Ben Hammersley “will file to his personal blog, he will upload photos to Flickr, video

to YouTube, post snippets of text to the microblogging site Twitter, bookmark research on the social bookmarking site and network with people through Facebook” while covering the run-up to the July elections in Turkey for two weeks. Check out his social media content here.

Even the The New York Times Co. last year started offering on its Web site buttons for posting articles on Digg, Facebook, and, an indication that the venerable news organization is embracing online social news sharing, while Steve Rubel explains how USA Today offers reader comments on every story, the ability to create a profile page that can be shared with others, citizen journalist photos, story tagging and digg-like recommendation buttons.

So What?
Your audience is social. Are you?

Interested? Here’s more:

Mathew Ingram – Can a newspaper be a social network?

GigaOm – Can social tools save plan ole’ radio? 

New York Times – Is radio still radio if there’s video? 

Billboard – Clear Channel launches social networking sites 


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