Survey: Traditional Media Trumps Social Media, Advertising For Biz Campaigns

There is no denying the growing power and role that social media sites are obtaining in the business world, with CEO's and communications executives spending an increasing amount of time and money staying on top of the latest algorithms and formulas that determine who views their products and services. But amid the frenzy over Facebook, Twitter, and the rest of the gang comes this new report which reveals that traditional media outlets still hold the heavyweight championship belt when it comes to influencing purchase decisions and business outcomes.

For some, the results may be more than a bit surprising given the recent proliferation of consultants and social media "gurus" who have pushed the idea that SM is the end-all, be-all strategy because they happened to attend a conference on engagement or took an online course covering hashtags. The truth is the social media world remains a completely unregulated arena where just about anyone with a Facebook account or Twitter handle can claim to be an "expert". And therein lies some insight for the numbers in this new survey. Make no mistake, being active on social media is a critical component of any solid public relations campaign. But it's just one of many moving wheels, with the credibility that comes from earned media coverage still the biggest force that can drive prospects toward a brand or cause. A few thoughts on the survey:

• It's no secret that public perception, and more specifically public trust, of traditional media outlets has gone downhill in recent years. But even the fiercest critics still understand that most journalists have credentials and a level of training that lends them an authoritative voice on certain issues. By and large, this kind of professional experience is mostly absent among the majority of people and companies who publish and promote social media content. More consumers than ever now subscribe to social media, but they are savvy enough to distinguish among the credentials of the messenger. It's why traditional media remains the most influential source, a fact business owners and executives should take note of.

• The survey also finds that company-driven news is the least-influential across the board. Why you may ask? We covered that question in detail here earlier this summer, but the short-answer is that the news media tends to care much more about what's going on in your industry than they do about the magnificent widget you just produced. There are always exceptions to the rule of course. But if you focus on trends and current events you'll find your way to the headlines quicker.

• Traditional media may have the most influence, but by a slim margin the folks who work at those media outlets now rely on social media more for their news consumption than they do their own newspaper, TV or radio employers. A contradiction? No, it just means that social media now serves as the dominant doorway for where journalists, and consumers, go to stay informed. The lesson learned here is that it's paramount for businesses who have obtained any kind of news coverage to immediately post those links on Facebook, Twitter, YouTube, etc. When  you capitalize on the coverage by riding the social media wave you just may exponentially increase sales.

Fourth of July Edition: Patriotic & PR-Savvy Brands

Fireworks, barbecues, and a healthy dose of the red, white and blue. Yes, this coming weekend is one of our favorites on the calendar, which many of you unconsciously associate with products and companies that have managed to create the coveted "All-American" image.

This interesting new survey shows which brands U.S. consumers consider the most patriotic. Hint: It's not all about the "Made in U.S.A." label! Rather, these are organizations that have excelled in the kind of storytelling that generates an emotional connection in the hearts and minds of consumers. They understand the innate human desire to be part of a larger group, especially one that fosters a sense of tradition, national pride and American dreaming. We've selected three from this list that are not only patriotic, but have also consistently demonstrated the ability to be PR-savvy whether the chips are up or down. If you have goals of making it big, you may learn some valuable insight from those organizations who've already done it:

1)Coca-Cola-They actually check in at No. 2 on this year's patriotic survey, but make no mistake, Coke is the king of storytelling on all media platforms. The company with the famous red can has placed itself everywhere and done seemingly everything. Santa Claus may not be exclusive to the U.S., but few images are more All-American than the one of a jolly and plump Saint Nick that Coke can lay claim to. When our troops were overseas fighting for freedom and winning World War Two, Coca-Cola was there giving them pure refreshment. Fast-forward to the much more recent "Share a Coke" marketing campaign that brilliantly capitalized on individual targeting and connection, gaining millions of new fans and customers in the process. No shortage of ensuing press coverage. And Coke is just as competent in the PR arena, demonstrated by one of their greatest moments when they appeared to be on the ropes against Pepsi after the "New Coke" debacle in 1985. The company's top executives refused to make excuses, preferring to put out the fire by owning their mistakes. Americans love two things: 1.Forgiveness 2.A comeback story. Coca-Cola got both, and by the time the 90's rolled around they were firmly in charge again. Their ability to adeptly handle the more recent tricky press coverage on potential bans for some sugary ingredients is another example of their strong media game.

2)Levi Strauss-Gritty, hard work is what America was built on, and apparently many people were wearing a pair of Levi's while doing so. When a company can correlate those patriotic staples with its own mission statement, Levi Strauss is the result. The emotional connection was established, and consumers literally bought into the Levi brand. They've run a ton of great PR campaigns over the years, including one that made not washing your jeans not just cool, but also environmentally friendly. Broadcast and print outlets ate it up. Another memorable campaign from 2008 featuring hipsters back-flipping into their jeans also created buzz, showcasing the creatively unique element that's always needed to foster media attention. Whether you're a hipster, mom on the go or a blue-collar guy, Levi has demonstrated an ability to connect on many different levels.

3)Major League Baseball-Few things are more Fourth of July than a hot dog, cold beer and nine innings between the lines. Look, we know it's been decades since baseball was truly the national pastime. The NFL passed it in popularity long ago, and hasn't looked back. But anyone who's been paying attention to MLB's radar recently knows that America's game is on the up again. The annual Harris Poll shows that pro baseball's popularity moved up again this year, distancing itself from the NBA and narrowing the gap with the NFL. There's been record-breaking voting for the All-Star game this year, and social media engagement by all 30 teams is skyrocketing thanks to content publication that focuses on individual stories and creative videos. Executives are also paying attention to the fan outcry over games that were going well over 3 hours, creating rules to shorten them up back to levels seen in the 50's and 60's. It's a work in progress. No one is saying that baseball will ever retake it's former place on the U.S. sports throne, but it's rapid decline and predictions of extinction have been exaggerated. Baseball may just be on the way back.