Social media marketing is muted without traditional-media base

Here’s the “Traditional Media and New Media Working Together" presentation I gave at Monday’s wOOt conference.

Presentation I gave at the wOOt social-media conferenceThe topic is not one I normally would present (it was assigned to me by conference organizers, given my position at a newspaper company overseeing digital media), but in diving into the preparation I was reminded at how much strength traditional media has in these turbulent times.

My daily life is consumed by so-called new media, whether in practice or in theory, so it’s easy for me to get all caught up in trends. Sure, we’re heading toward a digital dominance in media but for the near- and short-term, traditional media (print newspapers, TV, radio) still brings home the bacon in local markets.

As I note in my presentation, smart business people see social media as an opportunity -- not a threat. Based on very reliable local data released late in 2009, using social media to market your business will add, generally, 10 percentage points of net audience potential/reach when combined with other media.

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