In the early days of Social Media, the mainstream media scoffed at the blogosphere. The traditional journalists accused bloggers of scavenging content. Blogs drew little notice or outright derision.
Obviously, that’s changed.
Nowadays, when we pitch a mainstream reporter, they’ll often do a Google search about our client while we’re hanging there (suspended, expectant, hopeful) on the phone, and then say something like, “I dunno… I don’t see much about your client in the blogs.”
The mainstream reporters are using bloggers to vet their stories. Blogs are the proving ground in the marketplace of ideas.
But what if the client is doing a kick-ass job in Social Media circles? Does it follow that they will find success in mainstream media? Only “sometimes.”
Sometimes a story will bubble up to the traditional media thanks to the attentions of the blogosphere, sometimes not. Sometimes what is of-interest to the bleeding-edgers is clearly not ready for primetime.
The goal is to do a good job in Social Media and in Traditional Media. Success in BOTH arenas creates a force-multiplier effect. The trick is understanding that you need to craft custom approaches to these varying audiences.
Social Media demands 24/7 presence, frequently-updated and relevant content, a diplomatic and distinct voice. Traditional Media requires careful timing, a differentiated story, a proud voice, a tightly-packaged and closely-held assembly of content, verifiable proof and articulate defenders.
Understand the difference. Do both.
Posted on: August 4, 2009 at 12:33 pm By Todd Defren