What is the difference of social media?

Essentially, social media is a platform for broadcasting information, whereas social networking is a platform for communicating with one another. Social media is a communications channel, whereas, in social networking, the communication has a two-way nature.

techtarget.com - What's the difference between social media and social networking?

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While the terms social media and social network seem to be interchangeable, they have distinct differences. Essentially, social media is a platform for broadcasting information, whereas social networking is a platform for communicating with one another. Social media is a communications channel, whereas, in social networking, the communication has a two-way nature. Let's dive deeper into the difference between social media and social networking. What is social media? When we think of the term media, it usually reminds us of traditional outlets, such as newspapers, magazines and television. Yet, when you add social in front, the term takes on an entirely different vibe. Social media adds a technology component -- as well as flexibility -- when it comes to how a person consumes, shares and collaborates with what is being presented. Thus, social media can best be described as an internet-based way to publish or broadcast digital content that readers can fully interact with. Anyone can publish social media. Traditional news media outlets, like CNN and Fox News, publish their own content for digital consumption. Businesses and organizations do so as well. Even your child's local soccer club can create social media for members to read, watch and interact with. What is social networking? Consider social networking in the context of who a user is receiving content from. First, social networking requires a platform. Common examples of social networking sites or platforms include Facebook, Instagram, Twitter and LinkedIn. Users join a social network platform and begin connecting -- or networking -- with other users. This is done so users can choose who they want to receive communications from. In some cases, communication is one-way, while, in others, it's bidirectional or multidirectional. Businesses can connect to customers through social media networks. In other words, social networking is like selecting radio presets on a car stereo. It helps streamline access to what you do and don't want to consume. And, again, content can be delivered through personal or business contacts, in the form of news media, or any other community or organization the user is interested in. Social media requires a social network in order to disburse content to those that wish to consume and interact with it.

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Why traditional media is better than digital media?

Traditional media formats allow clients to reach a highly specific and exclusive audience. Sector-specific publications are read by key industry decision makers – and still carry a lot of clout.

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The old and the new

Before a PR professional can take advantage of this media shift, they must first understand what has created it. Traditional media has long been considered as comprising the daily and weekly papers – also known as the legacy media. The term also includes TV and radio, types of media that operate to a schedule. Meanwhile, digital media covers anything that uses the web, such as social media, news sites, and apps. Online media has created a ripple effect, changing how the global population consumes news. With the fast pace of digital media, what is printed is soon out of date, as the world quickly moves on. In contrast the web and social media provide the general public with the ability to stay inundated with news – many are also now accustomed to adding their personal thoughts in comments via social networks. Ofcom figures show that the number of people consuming traditional media has significantly decreased, with only 24% of UK adults consuming print media. Meanwhile, online consumption grows year on year with a current estimate of 66% actively seeking to read digital media. This provides individuals and companies with the opportunity to break into the news algorithm and gain visibility quickly. It is also important to note the public’s role in setting the news agenda. Often those who are in the right time and place will beat journalists to the story, and can subsequently influence it. Therefore, in PR it is important to be on the ball with what is in the media, picking up on news angles that benefit our clients. Similarly, public reaction can influence the traction of a news piece. As PR professionals, we always need to consider the social media response from the target audience.

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How do I start learning social media?

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