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Pros and Cons of Social Versus Legacy Media

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For the millennial generation, social media might seem like the end-all, be-all for connecting with consumers and partners today. However, before social media, legacy media reigned supreme, and is still an incredibly effective way to nurture leads, market new materials, and market to the right people today.

We’re going to look at the pros and cons of both social media and legacy media for growing your brand.

Social Media

Also known as new media, social media marketing has to contain some internet or digital component while it’s occurring. It can include everything from Twitter, Snapchat, and Instagram, to Search Engine Optimization and email marketing.

PROS:

With social media, you have a greater global reach if your business is based on an international market. With almost 3 billion daily users on Facebook, there’s not another singular platform out there that can compete with that.

Additionally, new media encourages an open discussion – what has been posted can be conversed or contested depending how the reader feels that day. It provides a more personal connective element to the brand.

Lastly, posts can be uploaded and sent in less than a second, for robust marketing opportunities that never end.

CONS:

Since there’s two-way discussions, consumers can slander brands, leave poor reviews, and bully the social sites as they please.

Misinformation is rampant on social media as publishing only takes one-second with a mouse.

Social media marketing can carry less of a “legitimacy” than traditional media as a result of the publishing process.

Legacy Media

Also known as traditional or old media, legacy media refers to the media channels of the past, like newspaper, television, and radio. Still going strong today, legacy media comes with its own share of pros and cons when compared to the ever-popular social media marketing angle.

PROS:

With legacy media, there is no discussion. An article is published, an ad is run on tv, or a commercial is completed for radio. Marketers don’t need to appease the listeners/viewers; they can move onto their task of the day.

Before press releases or commercials are run, a person has to vet them. This removes the fear of fake news and misinformation that can take down a brand.

In turn, there’s a certain element of legitimacy and professionalism that is reserved for legacy media.

CONS

However, legacy media is obviously much slower than social media, and can take days for a piece of information to finally hit the airwaves when compared to Facebook.

Not as many people listen to the radio, watch tv ads, or read the newspaper today. More people are opening Facebook on a global scale.

As a lack of discussion, legacy media is often missing the “community” around the release that can develop on social media.

The Secret Answer: Mix the Two

Why pick between social media marketing and legacy media if you don’t have to? The secret to any brand’s success today is combining the two for a comprehensive marketing strategy that covers both of the pros associated with social media and traditional marketing.  That’s what we do for our clients, or—as we say—“We Do That!”

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