May 31, 2010
What is Mass Media?
Because of the proliferation of the types and modes of messaging fostered by the internet and communications technology explosion, the general public is having a tough time defining what mass media is these days.
Traditional media, most notably print media, has taken a hit to online reading and consumption. Radio and TV consumption have also been reduced by various other devices and modes of auditory and visual communication. But, they still command large audience attention. Outdoor still rules in mass instant impressions even though it continues to fight the visual environmentalists.
Social media is now drawing more and more attention. A Facebook or Twitter page with 5,000 followers is powerful. But it still does not equal a radio station with a weekly cumulative audience of 150,000 or a TV spot that hits a few million people nationally. Because viral and social media takes time, it is not real mass media which can hit many with a message in an instant. Large internet sites such as Yahoo, AOL, as well as ad networks are mass media and as such have joined the product line.
But there are "experts" who are selling social media as a replacement for mass media. Social media is an activation of and an adjunct to the mass media message, but it is not an effective brand builder over a short time because its "some-at-a-time" nature makes the short-term audience limited. The long-term audience potential is great, but to put all of the budget against this and to abandon a mix of real mass media is very short-sighted and is the thing that the irresponsible marketers do because it all sounds so good.
Success comes in the volume of messages over the shortest time period. And the campaign with the greatest number of impressions brings the best results.
By Bob Leffler
CEO/Owner
Bob,
Couldn't agree more with your insights. I'm a BrandWeek subscriber and a fan of their material. From time-to-time the columnists write about these same opinions that you shared. Recently, the cover story examined just how difficult social and viral media is to track from an ROI standpoint, along with how companies may have several thousand "friends" but they are not successfully using them to sell their product.
Social media is best used by a brand to get a genuine take on what consumers like/dislike about their product(s). When brands try and interact with a consumer on a social media site, it comes off as fake.
While I believe the Globetrotters have a very successful social and viral media platform, we still rely heavily on reaching the masses through the traditional mass media vehicles you mention.
Mark Fine
Harlem Globetrotters
You have made some excellent points here is defining "mass media. I think a little of both social media from the Internet and traditional media such as TV spots or radio can be a winning combination. Thanks for this great post.