Social Media Meets Traditional Media

Social Media Meets Traditional Media

By Jospeh Neusu (Digital Media Strategist)

In my experience as a social media consultant, trainer and speaker, I have been exposed to diverse public perceptions on new media. Two schools of thought stand out though.

On one hand there are those who think that social media is nothing more than an over-hyped shiny new toy that will soon bore its users. This group is also convinced that social media has brought in more social ills than good.

On the other hand, you have the super savvy group that thinks that traditional media is not only in the intensive care unit but that it is so terminally ill that it is now just awaiting doctors to certify it dead.

However, I share a totally different view point. I am of the opinion that traditional media and its digital counterparts can actually co-exist to deliver incredible results that were not hitherto possible.

My focus in this post is on joining the dots for those who see social media as nothing more than a passing fad. Actually, there are numerous benefits to be harvested by broadcasters and publishers who leverage social media in their day to day operations.

The internet has become pervasive and according to Arthur Goldstuck, the MD of World Wide Worx, “The internet has finally awoken in South Africa. Penetration is now approaching 20% and for the first time we can see the mass market embracing digital tools on their phones.”

Welcome to the always on and connected generation!

Statistics on the adoption of social media in South Africa indicate a strong growth in the usage of social networking sites.

1. Facebook – 11.8 million – 25% growth

2. YouTube – 7.2 million – 53% growth
3. Twitter – 6.6 million – 20% growth
4. Mxit – 4.9 million
5. LinkedIn – 3.8 million – 40% growth
6. Instagram – 1.1 million – 65% growth
7. Pinterest – 840 000

The mobile revolution is largely responsible for this high adoption of social media as well as the extremely competitive price wars which have led to the reduction in cost of data packages. Some networks in South Africa are even now offering free access to certain social network platforms as part of their market penetration strategies.

Clearly, social media offers a captive audience that Christian media houses can take advantage of to expand the kingdom of God. Social networking is now the number 1 online activity and Facebook users check their news feed an average of 15 times a day for instance.

Global social media usage statistics show that:

• 18-34-year-olds report spending 3.8 hours a day;
• 35-49-year-olds report spending 3 hours per day; and
• 50-64-year-olds report spending 2.4 hours per day.

So how can Christian publishers and broadcasters leverage the compelling social media usage trend to achieve their objectives? One thing is obvious. As internet penetration continues to widen, there is also a corresponding explosive growth in demand for online content. This is a huge opportunity indeed that Christian media houses can benefit from.

Radio and Television stations should produce creative and compelling content on a regular basis that satisfies this demand. The world is dying and many people are realising that something is very wrong somewhere and they are looking for answers. There is a spiritual awakening that other religions are exploiting. Some of the most watched videos on Youtube are binaural beats that claim to empower people spiritually.

One way for doing this is for Christian media to produce an avalanche of content for social media that is tied back to their magazines or radio programming. This way Christian media houses can interact with their audience online and consequently give their programming content a lifespan that is beyond a time slot or magazine edition.

Many broadcasters and publishers all over the world are using social media as a listening tool. Digital tools have democratised communication, enabling anyone to express their opinion and share it publicly within their online community. People are talking about their pain, joys, interests, disappointments, fears and ambitions.

This is a rich gold mine of programming content ideas that will enable Christian media practitioners to connect more intimately with their audience.

Another way in which social media can be integrated with traditional media is via the use of hashtags. The hashtag is popular social media symbol created by adding the pound key just before a word and an example is #christianmedia. Similar social conversations are then grouped around a common hashtag thus allowing the users to participate on a matter of shared interest.

Radio and television stations are creating hashtags for their shows and since listeners or viewers are also using social media during the airing of their show, they can make comments, give feedback and share the content with their friends. This interaction fosters intimacy which leads to more tune in and tune backs.

Social media also enables both publishers and broadcasters to give more detail in a way that spikes interest.

Social media adds an exciting dimension to traditional media by making content highly interactive, intimate and personalised. Social media allows Christian media houses to engage with their audience whenever and wherever they are.