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.