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.

The Value of Christian Media

The Value of Christian Media

by Waldo Malan from Rivergroup

 

In order to establish the value Christianity adds to the media, one first needs to examine the nature of media itself. Media is a term that loosely describes all forms of communal communication methods in a society; this includes printed media (newspapers, magazines, information leaflets), broadcast media (radio and television), and social media (internet-based platforms and electronic media). Since all media communicates directly with a society, it has an inherent force and power to sway the thinking, and ultimately the actions of that society. All power has the potential to corrupt, and this is also true of the media.
Advertising companies have long ago realized the power of the media, and hence they exist! Their sole purpose is to convey a message to the general public (media consumers) that what they are selling, or saying about any product, is the truth.

Daily newspapers carry the same power, since they distribute newsworthy stories about things that happen all over the world. Every article that is published is done as "fact", and most readers will believe every fact published as the "gospel truth."

Social media has the power to make or break reputations as well, whether that be of a person or a thing.

The world has indeed become a very small place; what happens in South Africa is common knowledge in Australia in a matter of minutes.

Our contemporary society suffers from an overload of information, most of which is conveyed through one form of media or the other. Our problem is not a lack of information or knowledge, but rather on how to digest an encyclopaedia of information into a palatable one-page document containing truth and wisdom.

We are confronted daily by an overload of voices (or messages) that try and grab our attention and try to get us to believe them. Simply look at your own email inbox and the daily spam it collects, even after extensive filtering systems are put in place! Whether we like it or not, some of those messages do penetrate and will influence the way we think, speak and act in future. Once our own voice and actions repeat something that has become a belief system, we habitually perpetuate a behaviour based on our beliefs. But what if somehow our belief system got corrupted through ingesting the wrong information?

In an era of information overload we need a fail proof system in place that can help us sift through this, and let us distil all until only the truth remains.

And this is precisely the point where the value of Christian media is most crucial. Perhaps allow me to change "Christian" to "Biblical" for the sake of this article, as I don't want to bring in the added dimension of denominational beliefs and differences. So when I speak of "Christian media" I am in fact referring to a Biblical worldview.

The Word of God should be the only measuring tool we use to filter the information presented to us through all media. I am guilty of fundamentalist tendencies - I believe the Word at face value. No murder simply means no murder. No envy is precisely that - envy nothing. There is only one God and He is immutable, eternal, love, gracious and a whole lot more. Every message and every bit of information that comes my way must be filtered through this God, this Eternal Spirit and this Uncreated Being who has chosen to reside in me. The words of Christ rings clear - He is the Vine and I am to abide in Him. This means that I have to submit to His way of doing things, His way of seeing things, and His way of reacting to things. This is the inherent value the Word brings to a contemporary media message.

Therefore the value of a Biblical worldview is invaluable in the context and scope of the media, because without it we can very easily start believing the wrong things, place value on that which has no value, and ultimately even corrupt the way we relate to one another.

The value of Christian media is indispensable in the arena of modern media. So, my encouragement is for you to get in touch with the wisdom contained in the Word of God in order to distil the overload of information that is our reality.



Table Talk: Effective communication for Christian Media

Table Talk

By Linda Bruce from Cape Pulpit

 

Spending time with others around the table was definitely an important part of Jesus’ earthly ministry! There He influenced and changed the culture of the time! 

Jesus often reclined at a table where he was locked in conversation with the rich, the poor, church leaders, those who were influential as well as those who were regarded by society as insignificant. These conversations reveal people’s hearts, attitudes and relationships.

Jesus’ conversations teach us much about communication.  Please join me at the table & let’s talk more about the importance of communication.  But before we start, we must remember to laugh at our shortcomings because then we won’t be so hard on ourselves or others when we don’t communicate to well. 

Watch this: https://www.youtube.com/watch?v=yR0lWICH3rY

You Have A Voice

In the movie, The Devil Wears Prada, Meryl Streep portrays the ruthless and cynical, Miranda Priestly, one of New York’s biggest magazine editors.  This boss is not for the faint-hearted.  Life according to Miranda is that others have no voice and no opinion.

 Miranda Priestly: You have no sense of fashion.

Andy Sachs: I think that depends on...
Miranda Priestly: No, no, that wasn't a question.

Although the movie is only fiction, most of us have experienced circumstances where our voice wasn’t allowed to be heard.     

The purpose of this article is to encourage you to make it your life-goal to find your own voice and develop your communication skills in order to become not only an excellent communicator in Christian media but also in your personal life.

Why? Communication is about relationships and to God your relationship with Him and those around you is vital.  

Communication = participation

Communication = work & effort

Now let’s be honest, who wants to work! But God expects us to make the most of the gift of life that He has given us.  I use the word, FaithWorks, which means that when faith and works combine, we do God’s will for our lives which is to become all He has created us to be so that we can be His effective witnesses to the world. James 2:21-24 (The Message): Isn’t it obvious that faith and works are yoked partners, that faith expresses itself in works? That the works are “works of faith”?

“Communication works for those who work at it.” (John Powell)

Step 1

Study the Word and get to know God’s voice. This is an exciting and rewarding life-long journey about getting to know God. 

Step 2

Identify the many voices that impacted your life in the past. These voices had, and perhaps still have an influence on your own voice.
·         Have I discovered my own voice or am I echoing or mimicking someone else’s voice?
·         How do I allow others to communicate with me?

o   I should find voices that have a positive influence in my life.

o   As a warrior of God I must be brave not to allow voices of discouragement or disappointment make me believe the lies of the enemy that try to break me down.  What the Lord says in His Word is who I am, my identity is in God’s opinion of me. 

o   I have to discern carefully – there are many voices that want to distract me and I have to set boundaries.  Yes! Set boundaries, as difficult as it might be. (Recommended book: Boundaries by John Townsend & Henry Cloud)

Step 3

Evaluate how you communicate with others.
 

o   Do I build or bully?

o   Am I silent when I should speak up?

o   Do I interrupt when I should shut up?

o   Do I believe I don’t have a voice (inferiority), or do I think mine is the only voice (arrogance)?

o   When a problem needs to be addressed, do I have the courage to speak to the person, or do I avoid the conversation hoping it’ll go away, or do I discuss it behind that person’s back (cowardice)? Do I know the difference between seeking advice & counsel vs. gossip?

o   Do my words make someone else look bad in order to make myself look good? 

o   Do I apply the golden rule: if I don’t have anything good to say, I should rather keep quiet?

o   Are my words a blessing, comforting, do they bring healing?

“But if you bite and devour one another, beware lest you be consumed by one another!” (Gal 5:14-15 NKJV)

Step 4

In the process of finding, discovering and developing my voice, I have to remember that others also have a voice.

“Take advantage of every opportunity to practice your communication skills so that when an important occasions arise, you will have the gift, the style, the sharpness, the clarity, and the emotions to affect other people.” ( Jim Rohn)

 Your Improved Voice

Why are you in Christian media? Do you want to leave an eternal legacy, make a difference, do you want to share the Gospel? The thing is, I can only communicate God’s message effectively if I am an effective communicator.

Every word counts whatever form of communication you use, be it printed, spoken or sung.  Therefore, as someone working in the Christian media industry I have to know what areas of communication I need to improve on because once a word has been published or spoken, it can’t be undone.

Step 1

Ask God to guide you on your journey.  He is the Great Communicator.  Following Him is how we are able to think and act more like our loving Creator.

When God appeared to Moses at the burning bush He called him to the task of leading the children of Israel out of Egyptian bondage.  We are called to the same task today.  In response, Moses gave excuses as to why he did not think he was the man for the job, one of which was, "I am slow of speech and slow of tongue" (Ex 4:10).  Moses claims that he is not an eloquent speaker but God is not moved by this objection. He already knows the inability of those He calls but He is able to make up for anyone's shortcomings.  He promises to be with Moses and arranges for Aaron to be Moses' mouthpiece. 

Moses was going to do what God wanted him to do, one way or another, because God called him to do it. Will we opt for an Aaron, or will we take up the task of becoming excellent communicators for God?

Queen Esther accepted the call.  Esther chapter 7 tells the dramatic story of Queen Esther’s conversation with the king in which she saved her people.  She didn’t shy away from her responsibility even though she knew it could cost her life. 

Step 2

To grow further, listen to yourself i.e. how you speak to others.  Learn from other good communicators and watch the non-verbal messages you get from other people when you communicate with them.  It will tell you whether you are communicating effectively or not.

Step 3

To be an effective communicator stay focussed & don’t be distracted.

Watch this: https://www.youtube.com/watch?v=CsGlzu2NzX0

This commercial features an innovative eye-tracking billboards. Talk about staying focussed!

Speak Up & Be Heard

Let’s get really practical.  Learn to speak clearly.  Get hold of exercises for breathing, learn how to use the diaphragm correctly, enunciate clearly, place initial & final consonants, project your voice, do jaw & tongue exercises, forward placing etc.                      

More importantly than clear speech is to remember that what you say is important but HOW you say it makes the difference!  I guess, WHEN you say it, is just as important.

Watch this: http://www.youtube.com/watch?v=Hzgzim5m7oU

Speak clearly, if you speak at all; carve every word before you let it fall. (Oliver Wendell Holmes, Sr.)

Me & We

God is a God of diversity.  In communication we have to take into account that people have different cultures, attitudes, personalities, habits, desires, experiences, expectations and ways of approaching life. An effective communicator understands that we are all different.

“To effectively communicate, we must realize that we are all different in the way we perceive the world and use this understanding as a guide to our communication with others.” - Tony Robbins

Listen!

If you’re a Bill Cosby fan, you’ll thoroughly enjoy this one.

Watch this: https://www.youtube.com/watch?v=RO1kmfLmGRA

“There is only one rule for being a good talker - learn to listen.” - Christopher Morley

Your Voice Amplified
Have a rewarding journey as you discover your own voice, as you allow others to have a voice, as you discern carefully between the voices that want to influence you and most of all, as you listen to God’s voice.

Use your voice to change your world by changing your words.  Being an effective communicator will change your life for the better.  Go for it!

“Proverbs 18:21 (The Message) - Words kill, words give life; they’re either poison or fruit - you choose.”

Watch this: https://www.youtube.com/watch?v=PaTN02mrFl4

The movie, The King’s Speech tells the story of the man who became King George VI. After his brother abdicates, George ('Bertie') reluctantly assumes the throne. Plagued by a dreaded stammer and considered unfit to be king, Bertie engages the help of an unorthodox speech therapist named Lionel Logue. Through a set of unexpected techniques, and as a result of an unlikely friendship, Bertie is able to find his voice and boldly lead the country through war.

Some Communication Bible verses   Colossians 4:6 ESV Let your speech always be gracious, seasoned with salt, so that you may know how you ought to answer each person.   Proverbs 18:13 ESV If one gives an answer before he hears, it is his folly and shame.   James 1:19 ESV Know this, my beloved brothers: let every person be quick to hear, slow to speak, slow to anger;   Ephesians 4:29 ESV Let no corrupting talk come out of your mouths, but only such as is good for building up, as fits the occasion, that it may give grace to those who hear.   Proverbs 18:2 ESV A fool takes no pleasure in understanding, but only in expressing his opinion.   Proverbs 15:1 ESV A soft answer turns away wrath, but a harsh word stirs up anger.   Proverbs 12:18 ESV There is one whose rash words are like sword thrusts, but the tongue of the wise brings healing.   Psalm 19:14 ESV Let the words of my mouth and the meditation of my heart be acceptable in your sight, O Lord, my rock and my redeemer.