The past couple of years seem to have represented a long drawn out public funeral for traditional media. Scores of established newspapers and magazines have gone the way of the Dodo. Much of the advice someone seeking publicity gets these days is centered on the concept of social media.
To be sure, more people are getting their information from and conducting their business on the Web than ever before. If that’s the case, why then is traditional media so important to include within a social media campaign?
The truth is, a sizeable portion of the stories you end up seeing from blogs, tweets and Facebook have an original source in some traditional media outlet in which case social media provides a series of filters, commentary and summarized version of this content, which is certainly valuable. Even though dissemination of information is Web based more than it’s not, the sources of that info still live in a traditional realm.
I think a better way to look at it is to consider who you’re speaking to when launching a social media campaign. Any effort that you launch online is going to follow a grass roots effort. While the ends can be more rewarding, in that you built up a fan base on your own, without the type of exposure you can get from traditional media, you can find yourself on the outside looking in. Employing traditional media in a campaign legitimizes the publicity effort in that if you can get someone in the media interested in your book, then potential readers online are apt to be more responsive to someone they may have never heard of before.
It’s also important to know that traditional and social media are basically two spokes on the same wheel. While they can certainly operate independently of one another, why would they? In a November 19, 2010 article on combining traditional and social media (http://www.suite101.com/content/using-traditional-and-social-media-for-integrated-marketing-a311102) writer Brandon Williams notes the symbiotic relationship between the two mediums:
“Mixing traditional media with social media creates an integrated marketing strategy. This utilizes all forms of media to create a synergistic strategy.”
Using buzzwords such as synergy may go over the heads of some who are looking for the best way to market their book, but it is true: To create total brand awareness for an author and/or their book, it’s important to marry and utilize all forms of media cohesively in order to gain the maximum amount of exposure.
While it’s true that the media landscape that surrounds us is ever evolving, it’s important not to forget the more traditional methods of garnering media attention to maximize success now and into the future.