What would the future of Advertising, Public Relations, Journalism, Learning, Books and Music be?
The key is Social Media.
To reach the target audience effectively based on segmented profiles available on social media platforms instead of traditional media. Probably even allowing us to taste, smell or touch the product when the advertisement is on… may not rule out the possibility, but people will just stay to see that the advertisement come out and sample it from there, there wouldn’t be a need for purchase.
Someone was quoted to say that TV content would be moved online completely in a few years to come, but I don’t think so, because the traditional media forms the basis of communication and transmission of information to the mass audience, whereas social media only targets those who goes online.
And we must never forget that traditional media, new media and social media are all inter-connected. Without the presence of traditional media, there wouldn’t be the existance of new media, neither would there be social media.
Relying on social media to communicate with the company’s target publics efficiently and respond effectively through the use of twitter.
It used to be a one-way, and top-to-down communication used in politics.
Therefore there is great control over the message sent and PR practicioner are often regarded as ‘Spin Doctor’ because everything said are portraying the organisation in a good light, there is no third-party endorsement. Even if there are, it was a forced third-party endorsement as they take advantage of the contacts with the journalists to force coverage.
Response from the PR agency is expected
Technology has made transmitting of information faster (e.g. sending emails instead of snail mails)
Anyone can talk about the company, be it good or bad, which makes them a ‘representative’ in affecting the company’s reputation. Therefore, there’s lesser control over the message sent.
Though it will be an ‘open secret’ that something is wrong or people are unhappy about your poduct/company when you are using social media platforms to communicate with your target public, it also shows your transparency and concern in attending to the needs of these publics.
It can act as an double-edge sword, to aid in the relationship between you and your publics, but it can also affect the reputation of the company if it is not managed properly. So the solution is, start learning how to utilise these social media tools to your greatest benefit now!
Traditional media plays a big part, and citizen journalism is in the trend now, and the future was predicted that news will all be available online with subscription option available for the readers.
Journalism move online
But the thing is, since I can get my news through various channels without having to pay, why should I pay to subscribe to a newspaper site?
- If you are speaking about reliability, it is not an issue. For instance, people can tweet about a piece of news they just saw, or something newsworthy that they encounter, all I need to do is to do a simple search online to verify the reliabilty of the source of news.
- If you are speaking about coverage, I believe doing a search online allows me to get my hands on an extensive information of the news for the day rather than just subscribing to one news site.
- If you are speaking of say, maybe a journalist that I like of his/her writing style, does it even matter? Between having to pay to read a piece of news from your favourite journalist and getting a piece of similar news written by others for FREE, which would you choose?
Learning through online platforms is nothing new for us now as we have instant examples, our SP blackboard for elearning and module information, currently using twitter and blog for information flow between our course mates.
So how would the future be like?
Continue to use these social media platforms. It seems that learning will take place virtually… but is that good?
It may be good if this proves that students learn more effectively through the use of such learning platforms, but who is able to monitor whether the piece of work done online is by the student and not a representative of the student?
Also, it may be a concern since we have learnt about Continuous Partial Attention (CPA).
If all these can be overcome, where would the position of the teacher be… physically or virtually?
Continuous invention of new technologies are required to secure the attention of students, to keep them interested and keep them engaged. Why should learning be such a chore to the ones teaching? Everyone is responsible for his/hew own learning. I guess we are all too used to the ‘spoon-feeding’ that we are relying on technology to do that for us if teachers are not willing to do so.
I’d rather not, though I’m not one who reads.
But I understand the difficulty in staring into the monitor for long hours.
And the limitation of portability, even though there’s a e-book reader available, you are still limited by the battery life, and why would anyone want to carry a relatively heavy device when you have an easier choice of just carrying a book around?
Unless, the book is of another language, and that ebook reader that you have is able to ‘translate’ and allows you to read it in the language you want, like how we have seen in the video shown by William’s team. But then again, why would you buy the book in another language if there is one in the language which you understand?
But online writers are pretty powerful in their writing, so much so that William was ‘duped’ into reading over a hundred pages of the last book of Harry Potter online before he realised that the story was fake and not written by J.K Rowling.
I believe ebooks may be a choice for some, but for those who are not a ‘monitor-person’, like me, you’d probably still choose physical books.
Music companies can never end piracy, even with the law suit cases going on. How many can you sue? 100? 1000? Even if money is not an issue, what about time?
Is it a bleak future for the music industry? Maybe not.
Maybe just earn a little lesser… with the pay by per track basis.
People who are fans of the particular singer would still buy the album, even if they had downloaded it before the album was released. And they would still go for your concert because it’s a different listening experience, provided it’s a LIVE performance. It’s a matter of how big your fan base is.
Utilising the social media tools is the way to build your fanbase. Some artistes have already released their MTVs on Youtube, and having MySpace, Facebook, Twitter and blogs to continuously remind them of your presence, keep them updated is the way to building your relationship with the fans, because it is personal, and social media platforms are just about that.
Traditional media would still exist, for long, because it targets the mass market, and benefits those who are not online, but it has also adopted the various new media/social media approaches in order to secure the target audience who goes online. This serves as a reminder for us to continuously improve and keep up with the trend so as to stay relevant in the industry.
Social media will be the next phenomenon in communication.