Traditional Media don’t be Scared!

Why is it that traditional media and new media just can’t get along? Why is it that I go to countless presentations by TV and Radio stations and all they ever try to do is justify their existence?

It’s always about reach! They say “you can’t get reach like this anywhere else” (who are they kidding?). Or they try to sell their personal connection with their audience. I love when they say their website, has more dedicated followers that trust them and is more valuable than a typical website.

Seriously? When was the last time you felt a personal connection to a traditional media’s website more than say a social website?

Traditional media is not dead by any stretch of the imagination, nor will it be anytime soon, but with this type of talk they are sure digging their grave rather fast. Why aren’t they figuring out ways to develop deeper relationships and connections with their audience?

It’s because they are scared of loosing audience to other sites and using other formats they do not control. Sure they have all added blogs, but why won’t they reach out to their audience and connect in a more meaningful way? Why not have Facebook groups, Twitter profiles etc.?

No one wants to read a blog that talks about the same things they do on the air. They read a blog to find out what their DJ or news Anchorman is really like. Or at the very least to get a behind the scenes look at what is going on at the station.

I listen to the Hot AC radio station here in Seattle, (only in the morning mind you, it wakes me up) with an ideal Facebook demo, and they do not even have a Facebook Group that I can find. Their morning Jocks have Facebook profiles but they are private. (I would try to friend them, but don’t want that showing up on my profile!)

TV is the same way. I have a friend who is a Weatherman, and I have been trying to convince him to join Twitter. He could be the Weatherman for Twitter, and connect with his audience on a deeper way, but as of yet he has not done it.

Why do these traditional media formats avoid these social platforms? It’s all about controlling the audience. They still think they have control like they did 20 years ago, and sadly refuse to wake-up to the idea that they are now just a small part of people lives.

Only by embracing other media formats, and loosing control will they truly develop a deep relationship with their audiences. Once that relationship is established they will then have something more valuable then reach, they will have insight and a connection on a personal level.

In traditional media?  Let me know what you think.

Kevin Urie

  • http://www.quiverandquill.com zach braiker

    I don't think traditional media's avoidance to adapt social media is about control. Rather, I believe it's their limited experience with social media, the fact that they do not see a clear path to revenue and it take times and investment to make it work effectively. Sales managers are under pressure to generate revenue right now. And program directors must deliver ratings with the same pressure. What is helpful is a simple set of steps that contain both the “what” and “the how,” and to connects these steps to both short term and long term revenue. And, most importantly, to phrase it with language they understand, can relate to and take action to achieve.

  • http://www.changeitmarketing.com kevinurie

    Great Comment Zach! I agree with you! They want to make revenue off every source, and they do not see the benefit of reaching out and communicating.

    It's the famous ROI of social media conversation. The only way they can see it being effective is if they do it on their site and make money off it that way. Guess that is what I meant by “control”.

    As usual a commenter communicates my point better than I do.

    Thanks for the comment!

  • http://www.quiverandquill.com zach braiker

    I don't think traditional media's avoidance to adapt social media is about control. Rather, I believe it's their limited experience with social media, the fact that they do not see a clear path to revenue and it take times and investment to make it work effectively. Sales managers are under pressure to generate revenue right now. And program directors must deliver ratings with the same pressure. What is helpful is a simple set of steps that contain both the “what” and “the how,” and to connects these steps to both short term and long term revenue. And, most importantly, to phrase it with language they understand, can relate to and take action to achieve.

  • http://www.changeitmarketing.com kevinurie

    Great Comment Zach! I agree with you! They want to make revenue off every source, and they do not see the benefit of reaching out and communicating.

    It's the famous ROI of social media conversation. The only way they can see it being effective is if they do it on their site and make money off it that way. Guess that is what I meant by “control”.

    As usual a commenter communicates my point better than I do.

    Thanks for the comment!