Move over mainstream, social media is gaining more and more ground


By: Cole Buergi, VP of Business Development, Leonard & Finco Public Relations
I can’t think of any other technology that has transformed an industry as much as social media has

had an impact on marketing and public relations. Just a few years ago, a PR practitioner’s main avenues for influencing audiences were television, radio and print media.

Fast forward to 2014, and these powerhouse media have given way to social media including Facebook, Pinterest, Snap Chat, LinkedIn, Twitter and a host of other platforms. This has significantly shifted the how, what and why in regards to marketing.
Not all that long ago, if you wanted to promote a special event, you would place an ad in the paper or run a spot on television or the radio. Perhaps, if the budget allowed, you might do some direct mailing. It was all one way communication.
Social media creates two-way communication. Not only that, but it’s virtually instantaneous two-way communication. For this reason, it’s important to think about the messages you would have likely used in traditional media and understand that it may not produce the outcome you’re hoping for in the realm of social media.
For this reason, and many other, it’s important to recognize the fundamental differences between traditional media and social media and adjust your communication strategy depending upon how and why you want to communicate. 

I
t’s important to note that I’m not saying the traditional media are not still major players and shouldn’t be used to share information. They play a significant role in communicating. However, social media has definitely joined the ranks as an important aspect of any marketing plan and understanding how to use it effectively can make a major impact on your business.
Share with us how you’ve had to adjust your marketing strategies and tactics when using social media.