{"id":5278,"date":"2016-02-05T09:30:42","date_gmt":"2016-02-05T08:30:42","guid":{"rendered":"http:\/\/visionarymarketing.com\/en\/blog\/?p=5278"},"modified":"2022-08-30T09:46:56","modified_gmt":"2022-08-30T07:46:56","slug":"social-media-will-never-like-mass-media-social-marketing-social-selling","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2016\/02\/05\/social-media-will-never-like-mass-media-social-marketing-social-selling\/","title":{"rendered":"Why social media will never be like mass media"},"content":{"rendered":"<div class=\"post-header\">\n<i>A lot of people\u00a0confuse <a href=\"https:\/\/visionarymarketing.com\/2013\/11\/social-media-is-evolving-into-social-mass-media-hootsuite-video\/\">social media for mass media<\/a>. This piece aims at explaining \u00a0how the two are clearly different, in terms of content, uniqueness, and audience, among other aspects.\u00a0<\/i><\/p>\n<h1>Why social media will never be like mass\u00a0media<\/h1>\n<div id=\"single-date\" class=\"date\"><strong>\u201cSocial mass media\u201d\u00a0<\/strong><strong>is\u00a0<\/strong><strong>an oxymoron<\/strong><\/div>\n<\/div>\n<div class=\"entry clear\">\n<em>I first\u00a0<\/em><em>coined\u00a0<\/em><em>the \u201c<a href=\"https:\/\/visionarymarketing.com\/2013\/11\/social-media-is-evolving-into-social-mass-media-hootsuite-video\/\">social mass media<\/a>\u201d\u00a0<\/em><em>phrase in a Hootsuite video a\u00a0<\/em><em>while back, more in jest than in earnest I have to admit. Social media has indeed\u00a0<\/em><em>been considered by (too) many professionals a<\/em><em>s a new means to\u00a0<\/em><em>apply their good old mass media communications\u00a0<\/em><em>recipes. Regardless, there are many issues regarding this vision of social media as the new mass media.\u00a0<\/em><em>In my eyes, one should\u00a0<\/em><em>try and get back to\u00a0<\/em><em>the basics of word of mouth marketing. In this piece, I will\u00a0<\/em><em>describe why\u00a0<\/em><em>I believe\u00a0<\/em><em>social media will never be the new mass media advertis<\/em><em>ing professionals \u2013 and some of their clients \u2013 think it has become.<\/em><\/p>\n<h3><strong>Consumer, I love you and I know you<\/strong><\/h3>\n<p><strong>\u00a0<\/strong>The following video, as far as I know, is a\u00a0<a href=\"https:\/\/www.youtube.com\/watch?v=QP-vzWUjaLc\">Microsoft commercial<\/a>. So much for those who think advertising agencies have no sense of humour. At least the one behind this video has a sharp sense of self denial. It briefly sums up the situation: advertisers (and their clients) spy on consumers, track them and \u201cpersonalise messages\u201d (another word for spamming maybe?). Thinking this is enough for clients to feel loved and recognised. But all this ends in a divorce. Don\u2019t imagine advertising is useless though. As a matter of fact, It has already been proven that advertising\u00a0<em>is<\/em>\u00a0efficient in the long run and has a track-record of stimulating desires and behaviours. For those who still get this wrong, please refer to the\u00a0<a href=\"https:\/\/visionarymarketing.com\/2012\/02\/byron-sharp-debunking-the-myths-of-marketing-19\/\">excellent demonstration on the importance of advertising in Byron Sharp\u2019s How Brands Grow opus<\/a>.<br \/>\n<iframe title=\"The Break Up\" width=\"500\" height=\"375\" src=\"https:\/\/www.youtube.com\/embed\/D3qltEtl7H8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h3><strong>Mass media vs. social media<\/strong><\/h3>\n<p>The reason why social media cannot make do with mass media approaches lies elsewhere. In fact,\u00a0<strong>like it or not, m<\/strong><strong>ass media and social media are\u00a0<\/strong><strong>sitting on the opposite sides\u00a0<\/strong>of the marketing spectrum. And confusing one for the other does pose a problem: not only is is a bit like trying to place round pegs in square holes, it is also pretty\u00a0<strong>ineffectual<\/strong>.<em><!--more--><\/em><\/p>\n<h3><strong>Mass media means content in small supply for large quantities of people<\/strong><\/h3>\n<p>In traditional media, content has to be as unique as possible, and therefore must be in limited supply. Quality being a subjective criterion I won\u2019t take it into account. The objective with mass media is to deliver content to the greatest number of people; hence its name. Having vast amounts of content, let alone user-generated hardly comes into play. What matters is that the content in question be applicable to the majority. Even on the scale of a small country like France (<a href=\"https:\/\/www.google.fr\/webhp?sourceid=chrome-instant&amp;ion=1&amp;espv=2&amp;ie=UTF-8%23q=france+inhabitants\">65+ million inhabitants<\/a>) or Britain (<a href=\"https:\/\/www.google.fr\/webhp?sourceid=chrome-instant&amp;ion=1&amp;espv=2&amp;ie=UTF-8%23q=Britain+inhabitants\">67 million<\/a>), mass media audiences reach tens of millions of people. The numbers are a matter for debate, we\u2019ll get back to that later.<br \/>\n<figure id=\"attachment_51294\" aria-describedby=\"caption-attachment-51294\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-51294 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/02\/first-pic.png\" alt=\"social media vs mass media\" width=\"600\" height=\"275\" \/><figcaption id=\"caption-attachment-51294\" class=\"wp-caption-text\">Mass Media (in the age of cable TV networks)<\/figcaption><\/figure><br \/>\n<em>Mass media follow a\u00a0<\/em><em>logic of content\u00a0<\/em><em>in limited supply,\u00a0<\/em><em>as unique as possible,\u00a0<\/em><em>delivered to large audiences\u00a0<\/em><em>(cable\/satellite channels mimic that approach but only reach a fragment of that audience).<\/em><strong>\u00a0<\/strong><\/p>\n<h3><strong>Social media is a horse of a different colour\u00a0<\/strong><\/h3>\n<p><strong>On the opposite, content on social media is plentiful<\/strong>, it lends itself to <strong>duplication<\/strong> and is therefore easy to adapt and <strong>share.<\/strong> Unlike traditional media, it is not all about copyright and uniqueness. The norm, on the contrary is that of the <a href=\"https:\/\/creativecommons.org\" target=\"_blank\" rel=\"noopener noreferrer\">Creative Commons license<\/a>. It grants readers the right to share, use and build up upon existing content. Nevertheless, Creative Commons does not mean copyright-free. One should not get confused, rules also apply to online shareable content.<br \/>\n<figure id=\"attachment_51302\" aria-describedby=\"caption-attachment-51302\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-51302 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/02\/visionary-marketing-24.png\" alt=\"Why social media will never equate to mass media\" width=\"600\" height=\"450\" \/><figcaption id=\"caption-attachment-51302\" class=\"wp-caption-text\">Why social media will never equate to mass media<\/figcaption><\/figure><br \/>\n<em>Social media\u00a0<\/em><em>is guided by the rules of word of mouth marketing. In this environment, content is inexhaustible, groups of reader<\/em><em>s\u00a0<\/em><em>or participants<\/em><em>\u00a0(<\/em><em>vs. viewers\/eyeballs) are small and\u00a0<\/em><em>segmented. Media (\u201cmessage\u201d)\u00a0<\/em><em>views are weak, and even\u00a0<\/em><em>sometimes reduced by the platform (Facebook\u00a0<\/em><em>shrink your\u00a0<\/em><em>post views by tweaking edgeranks to encourage you to\u00a0<\/em><em>\u201cpromote\u201d your posts)<\/em><\/p>\n<h3><strong>Stop confusing social media<\/strong><strong>\u00a0for TV \u2018audiences\u2019\u00a0<\/strong><\/h3>\n<p>In social media there is no such thing as passive audiences unlike in mass media. Even though\u00a0<em>real\u00a0<\/em>content creators are and remain a minority of 0.1-10% depending on subjects and platforms (check Forrester\u2019s\u00a0<a href=\"http:\/\/fr.slideshare.net\/MediaAces\/slideshare-boss2014comingsoon\">social technographics diagram for reference<\/a>), and can even go up to 20+% in some cases if small content creation like Facebook posts is taken into account, <strong>no user of social media is entirely passive<\/strong>. As a result, there is something amiss with the use of the term \u2018audience\u2019 when it comes to social media. An audience being a group of passive users, looking at the same piece of content without interaction.<br \/>\n<em>In this instance, I am not taking so-called \u201csocial TV\/radio\u201d into account. One might think that this is a game-changer and that social turns <\/em><em>binge viewing into interactive viewing but I would disagree with that. Social impact is different according to the kind of shows (deemed \u201chigh social\u201d and \u201clow social\u201d shows by Nielsen). Its impact is still low (except for \u201chigh social\u201d shows) and besides, one may also look at this phenomenon as two activities carried out side by side rather than interaction being added to passive mass media viewing). For more information on TV viewing and the social impact on \u201caudiences\u201d check this 2014 piece by Nielsen at\u00a0<\/em><a href=\"https:\/\/www.nielsen.com\/insights\/2014\/building-time-shifted-audiences-does-social-tv-play-a-role\/\"><em>http:\/\/www.nielsen.com\/us\/en\/insights\/news\/2014\/building-time-shifted-audiences-does-social-tv-play-a-role.html<\/em><\/a><\/p>\n<h3><strong><em>Audience, viewers, potential viewers, what are we talking about here?<\/em><\/strong><\/h3>\n<p>In my opinion, the definition of \u2018audience\u2019 that one typically uses in the case of mass media, and that one extends to websites, is way off the mark when it comes to social media.<br \/>\naudience noun [C] (GROUP OF PEOPLE)<\/p>\n<blockquote class=\"quote-light\"><p>B1 [+ sing\/pl verb] the group of people together in one place to watch or<br \/>\nlisten to a play, film, someone speaking, etc.:<br \/>\nB2 [+ sing\/pl verb] the (number of) people watching or listening to a particular television or radio programme, reading a particular book, or visiting a particular website<\/p><\/blockquote>\n<p><a href=\"https:\/\/dictionary.cambridge.org\/dictionary\/english\/audience\" target=\"_blank\" rel=\"noopener noreferrer\"><em>source: Cambridge dictionary<\/em><\/a><br \/>\nAssuming one can measure precisely the \u201cnumber of people\u201d watching a website is already walking on thin ice. On the Web, users\/consumers are building their own schedules, collecting pieces of information in no particular order and sometimes, \u201cconsuming\u201d several pieces of information at the same time. Their attention isn\u2019t always focused on one single task.<br \/>\nOn many occasions, we have found out that, when calling back B2B leads generated through a Website and asking them about what they wanted, a vast majority of them couldn\u2019t even remember visiting the Website, let alone filling in a form, just one day after the capture of their email address. Besides, as I was working for one of the world\u2019s largest telcos a few years back I noticed quite a few times that official Web audience measurement could easily be twice as big (at other times twice as small) as what I could see with my own eyes on my site-centric stats dashboard.<br \/>\nI can\u2019t explain why nor will even try to, all I know is that I only trust site-centric analytics.<\/p>\n<h3><strong>Moving forward, with regard to social media, the use of the term \u2018audience\u2019 is really unconvincing to say the least<\/strong><\/h3>\n<p>And now a few facts and figures. Imagine that you publish a few tweets to your 13,000 followers. It is a good number for a \u2018normal\u2019 user who is neither an expert nor a celebrity. This score would place you in the 500 first Twitter users in London or first 250 in Paris, and even higher than some minor local celebs. Obviously, in the States, the stakes would be higher.<br \/>\nIf we were to measure our \u201creach\u201d for this 13,000 follower-tweet, one would then use online apps such as the excellent\u00a0<a href=\"https:\/\/web.archive.org\/web\/20220615212712\/https:\/\/cmp.falcon.io\/unionmetrics\/\">tweetreach.com<\/a>. Now, you would certainly think that reaching thousands of people (a true \u201caudience\u201d) in a single message is quite an achievement. Well done Twitterer, you will go far! Well, not so, not so. This is all wrong. And time and time again I have seen people with stars in their eyes because certain \u2018influencers\u2019 (notice the inverted commas) were able to drown the cyberworld with thousands and thousands of views. Hold on. All these numbers are just the result of the piling up of\u00a0<em>potential<\/em>\u00a0readers (get the nuance?) So actually, it does not mean much if anything at all. It may be good. It may be bad, only time will tell.\n<\/div>\n<p><!--more--><br \/>\nSource: <em>Why social media will never be like mass media | Social Marketing &amp; Social Selling<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A lot of people\u00a0confuse social media for mass media. This piece aims at explaining \u00a0how the two are clearly different, in terms of content, uniqueness, and audience, among other aspects.\u00a0 Why social media will never be like mass\u00a0media \u201cSocial mass media\u201d\u00a0is\u00a0an oxymoron I first\u00a0coined\u00a0the \u201csocial mass media\u201d\u00a0phrase in a Hootsuite video a\u00a0while back, more in &hellip;<\/p>\n","protected":false},"author":2,"featured_media":42477,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4073],"tags":[],"class_list":["post-5278","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why social media will never be like mass media<\/title>\n<meta name=\"description\" content=\"A lot of people\u00a0confuse social media for mass media. 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