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Social Vs. Traditional Media Critical Thinking At The Critical Time™ AprilApril 20132013 Social vs. Traditional Media Tying the knot for impact By Brent McGoldrick Managing Director, Public Affairs, Polling and Corporate Reputation Research 1 Critical Thinking At The Critical Time™ April 2013 here’s no argument that sophistication in social media marketing is on the rise and creates unprecedented opportunities to connect with customers and constituencies. What once was a low-cost channel seeking simple results such as Facebook “likes” now is a Tmore polished discipline: one that builds by word of mouth through complex interactions and enables a better understanding of who influences whom and how tipping points are reached. In all the excitement, however, community drove the weakest results: a major question has remained only 99 new sales and 48 sales from vexingly unanswered: how does social repeat customers1. Priming media integrate with multichannel communications programs that include These findings make sense in light the traditional media? The prevailing of what often is said about online wisdom often sees social media as communities. Although individuals do Feedback becoming the way to spread the word, strongly rely on the opinions of others influence customers and drive sales: it is when making a purchase decision, Loop a powerful parallel to traditional media online communities are just as known such as newspapers and television. for their echo-chamber effects. Opinions The experience of both the Romney Traditional media, on the other hand, frequently are spread among the and the Obama campaigns made clear plays a supporting role by virtue of its like-minded, but social media doesn’t that social media has the strongest reach but only as long as its business necessarily change or influence them. force on public opinion when it is part models survive. of a feedback loop that incorporates I discovered this first-hand during the advertising and traditional news media. But the prevailing wisdom flirts 2012 U.S. presidential election. While on During the campaign, the loop typically somewhat with reality. A 2012 study leave from FTI Consulting, I consulted began with an advertising campaign by business school professors at the for Gov. Mitt Romney’s presidential bid designed to stimulate social media University of Pittsburgh and Carnegie where we learned a great deal about how activity. If the social media conversations Mellon, for example, found that while to use social media in conjunction with reached a certain level, the mainstream discussions happen in social media, traditional advertising and news media media picked up the story. Once that their influence on sales is far less than outreach. We saw how the interplay happened, the campaign could reinforce imagined. By analyzing media mentions of these media can profoundly shift the coverage’s impact through additional and sales data, these professors public opinion. The lessons we learned advertising, press releases and speeches discovered that a “unit” of traditional in the political arena can be applied to — starting the loop anew. media publicity accounted for nearly corporate communications campaigns 900 sales from new customers and 400 and shed some needed light on the With this integration of social and from existing ones. A blog mention, complicated question of how social and traditional media, the influence on public on the other hand, garnered only traditional media work best together. opinion can be profound. Consider the 90 new-customer sales and 63 from commotion caused when President existing clientele. Mentions in an online Obama gave a talk in Roanoke, Va., in 2 Critical Thinking At The Critical Time™ April 2013 which he used the expression: “You didn’t build that.” At the time of the speech, the comment was little noticed in either social media or mainstream The Four-Stage news. But a week later, Gov. Romney’s campaign released an advertisement Message Cycle criticizing the remark as disparaging American entrepreneurship. Social media activity heated up over the Based on my experience during the campaign, we developed a framework we called following five days, which, in turn, the Four-Stage Message Cycle. As part of our work, we quantified the relationship generated mainstream news media between advertising (gross rating points), ballot support levels (Gallup Daily tracking coverage on the outrage the statement poll), and the content and volume of social media and traditional news coverage. had caused. According to poll data, Using statistical models (employing vector autoregressions), campaign strategists this advertising-social media-news could isolate the impact of each campaign message on polling numbers over time. media chain reaction directly benefited The results showed that messages that effectively shifted public opinion progressed Romney’s numbers. As a result, the through four successive stages: Romney team broadcast more messages, devoting a day at the Republican National Convention to the theme and attained more mileage still. The feedback loop needs both social and 1 2 traditional media to achieve impact. But traditional media is the primary arbiter ORIGINATION DISPERSAL of opinion. Although people fortify their opinions through discussion and Creation of a message to “shock Dissemination of the message by dialogue, at least during the last century, the system” and stimulate party stalwarts, undecided voters mass media news channels have been dialogue on an issue that and even opponents who discuss the strongest shapers of public opinion. otherwise might be ignored. and debate it in social media Recent research bears out that this Advertising, speeches and press forums. The campaign used tools continues to be the case. A 2012 Allstate/ conferences are used to garner such as TargetPoint Consulting’s National Journal Heartland Monitor poll, further attention. National Dialogue Monitor. With it, for example, found that most people analysts could measure the extent place their highest trust in traditional to which social media users were media: 71 percent for newspapers, 70 sharing and spreading a specific percent for cable network news and 64 message. percent for network news. Blogs and online forums pale in comparison at only 3 34 percent. But most interestingly, the results were the same for social network AMPLIFICATION users — and only 36 percent of them place a high level of trust in the social When a message becomes networks to which they belong2. sufficiently active, it attracts the 4 attention of members of the mainstream news media, who are REINFORCEMENT among the most active users of social networks. If the mainstream Once a message has been media starts to report on the adopted by the news media, message, the coverage intensifies a campaign can reinforce it and validates the theme in ways with additional advertising and that can shape and move public speeches. opinion. 3 Critical Thinking At The Critical Time™ April 2013 Historically, the ability of campaigners Amplification-Reinforcement) working not the message had gained traction. to influence or predict the stories effectively for both the Obama and Once a specific message achieved promulgated by the news media was the Romney camps. The Romney significant momentum and exposure, limited at best. But the 2012 election campaign gained ground with its focus it had the potential to transition into a demonstrated that social media on the Solyndra controversy — about traditional news media story, at which has changed that perception. Social government funding of a green energy point a campaign team could reinforce media provides a more powerful company that went bust. And the Obama it with additional communications and discussion platform than ever before, campaign later had the upper hand advertising. simultaneously connecting everyone when it turned conversation towards the with an interest in a topic, regardless so-called “war on women.” For messages that did not gain traction of participants’ location or time of day. in social media, a campaign could Communications professionals can Irrespective of political party or the attempt to shock the system again with monitor and measure the activity and content of a particular message, the ebb further communications. However, we predict if and when a message will go to and flow of these campaign messages found that if a particular message had the mainstream media. through social media and conventional not gained traction in social media news media followed a predictable within 14 days, it had little hope of ever During the 2012 U.S. presidential pattern. Within about five days after a capturing the limelight. Then campaigns campaign, we observed the same four- campaign advertisement launch, a social were better served by moving on to a stage process (Origination-Dispersal- media analysis could show whether or new message. prestigious outlets, including The Wall The Message Cycle in Street Journal, The Huffington Post and The Guardian in the U.K. The aim of the Corporate Communications campaign was to reinforce Patagonia as a high-quality brand that offers durable, long-lasting products. The integration of social and traditional media spread that message, fortified with the clout of traditional media. PepsiCo also took a cause-related tack and truly shocked the system by announcing that the company wouldn’t be running any ads during the Super Bowl in 2010. Instead, the company launched its Pepsi Refresh campaign and provided $20 million in grants to fund some 1,000 local community building projects. The Super Bowl news ignited the blogosphere, and more than 6.6 million consumers registered to vote on the campaign’s website. Between the campaign itself and news of the various This approach has significant potential pledge. In signing, both the consumers projects funded, PepsiCo garnered 3.39 in the corporate sphere. A couple of and Patagonia agreed to reduce billion media impressions in 97 of the examples illustrate this concept. consumption and waste by buying items top 100 local media markets covering the only when needed, repairing them when campaign.
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