Social vs Traditional Media Analytics.

Do they compare? Are they opposed? Is one already over? 

Yes, Social Media have changed and are changing Business Intelligence. But, while Social Media are definitely newer than traditional media, does it mean, one should be considered and not the other?

How do Social Media and Traditional Media compare?

According to Wikipedia: Social media outlets operate in a dialogic transmission system (many sources to many receivers). This is in contrast to traditional media which operates under a monologic transmission model (one source to many receivers)”

We agree.

Monitoring and Listening apply to both Social and Traditional Media.

“Social monitoring is identifying and responding to individual brand mentions on social media. Social listening, on the other hand, is collecting data from those social mentions and broader customer conversations, and pulling insights from them so you can make better decisions for your customers… Social monitoring is reactive. … where social listening, which is proactive,… allows brands to take those short-term interactions and build them to glean insights for a long-term strategy. … Through social listening, you can also unearth trends among your industry, competitors, and consumer experiences. You can then make necessary changes to stay ahead of the curve and keep customers happy.”- Sprinklr

We agree. For both. Monitoring and Listening apply to Social and Traditional Media. Monitoring is the PR/Alert and Listening is the Intelligence/Analytics part. Matter of fact, the Sprinklr post goes on with metaphors:

“There are many metaphors you can use to make this distinction clearer. Social monitoring is the trees; social listening is the forest. Social monitoring is the pixels; social listening is the picture. Social monitoring is the bandaid; social listening helps you find the cure.”

We agree again. All apply to both Social and Traditional Media.

Social and Traditional Analytics are both mandatory.

From the Public Relations Society of America (PRSA): “Therefore, thinking about both (social and traditional) as steps within finding, converting and keeping customers seems like a mentality shift we all need to make. This has already proven true… the smartest tactics from advertising, public relations, marketing and editorial together, regardless of the type of media. In essence, [clients] are merging social and traditional rather than thinking of them separately.”The Digital Research and Analytics group, a subset of Ketchum 

The mandatory need to profile what you are listening to.

The very same way you want to understand who is talking in Social Media Listening, you must profile the Traditional Media you are analyzing to understand who is talking in Traditional Media Listening.

Intelligence In makes Intelligence Out.

Not knowing the profile of the media you are using for your analytics means not knowing what comes out of your analytics tools.

In other words, not profiling what you feed your tools with, means you are totally wasting your time and money.

All intelligence processes are made or broken by the quality of what they are fed with.

Would you trust, and make decisions based on a survey where you don’t trust the sample used for that survey? (Here’s the wikipedia page on Survey methodology explaining sampling) and thus…

Corpus Intelligence makes Intelligence trustworthy.

TrustedOut Full Overview | Business cases: Content orientations | Media metrics impact | Country comparisons

Update: Traditional news media are back

in the just released Edelman Trusted Barometer

  • The number of respondents who consume traditional news weekly or more, and share or post news content several times a month or more, has increased by 14 percentage points from 26% to 40%.
  • Those who consume traditional news weekly or more has risen by 8 percentage points from 24% to 32%.
  • Inversely, the number of people who say they consume traditional news less than weekly has dropped by over 20 percentage points from 49% to 28%.

Trust in traditional media also continues to increase. According to the survey, trust in traditional media in the U.S. and Europe is higher than trust in search and social platforms. An earlier study from Gallup shows a similar rebound in media trust overall in the U.S.

 

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Freddy Mini

CEO & Co-founder