I want to write something about Twitter... and a lot of other stuff, but before I do I have to establish a concept that I've come up with.
This blog has always been about the concept of mass media: what it is, how it's used, where it's going. We all pretty much know that mass media is information sent to large groups of people and we identify it in traditional forms of broadcast and print. Sometimes we look at Google, Yahoo, Bing and any other kind of search engine as a threat to mass media, but in reality it is just another form of it. Google still pushes out a bunch of information to a munch of people so it is still mass media.
What makes online mass media the same as traditional media is that the goal is to get a response from 1 percent of the audience. For example, in EDA, if you sent out a bit of communication to an audience of 10,000 people and you got 100 leads and maybe one sale, you would have more than paid for the effort.
But social networks are also a form of mass media, although different from search engines. The difference is that while they are still putting out information to groups of people, the groups can be only a small percentage of the total audience of the niche and be more successful than even a Google campaign. Why? Because the social network audience is not made up of the whole audience, but the RIGHT portion of the audience or, specifically, the 100 leads you would have gotten from the original 10,000.
Social media is an entire different segment of mass media from traditional media. The rules are different, the practice is different, the success rates are different and in order to do it right you have to do it completely different than traditional media campaigns. So I'm creating two separate divisions of mass media that I'm calling macromedia and microcmedia.
The macro division includes print, broadcast, website and search engine practices. The micro division refers to Facebook, Linkedin, Google Buzz, blogs, status sites (Twitter). I'm going to leave this at the front of State of the Media for a while for reference, but we're going to camp out here for a while.