Media: Television and Facebook

Traditional media refers to old media that has been used to pass information to the masses over the years. Some examples of traditional media include newspapers, radio, magazines, and television, among others. These forms of communication are the different channels in which companies can have reached their customers and business for decades. On the other hand, new media refers to the platforms on the internet that are used by businesses to advertise. These two forms of media are different in their approach to marketing in terms of audience, reach, channel, and content. This essay observes the difference between television and Facebook.

Audience

Television generally covers a broader audience pool while Facebook allows for more targeted distribution. Television outlets reach a broader audience in terms of age and income. The broader audience by televisions is informed by the fact that people still trust it as a credible source of news. This extends across the board from the old to young and from the rich to the poor hence a wider audience. 

Facebook, on the other hand, enable a more targeted audience. As companies identify customers who are likely to buy their products, they may target them differently, which is enabled by Facebook. Unlike televisions, advertisements and promotional messages are sent to this target group rather than the general public without regard to the specific characteristics of the audience. The presence of artificial intelligence (AI) has further improved new media targeted marketing, allowing it to reach a narrower target audience. 

Reach

Facebook has a wider reach compared to televisions. This is attributed to the fact that affordable android smartphones have replaced televisions. Additionally, the growing accessibility of handset and internet means that most people spend their time on the phones rather than on television outlets. This huge usage of Facebook means that the reach is high. This huge reach is also attributed to the fact that everyone is the media. Put differently, unlike television that produces content for masses to consume, Facebook users can create content and share. For attracting a large audience, businesses can use these influencers for advertising their products. This disruptive form of media has had a huge reach. The ability of small and large companies to use celebrities on social media also reaches further to the audience. 

The poor reach of products that market on television is attributed to cost. Forbes (2019) noted that to reach 1000 people, television costs $28 while social media $2.50. This sharp contrast means that mid-level and small companies marketing on televisions would have their content advertised with less frequency to save on expenses, which means a fewer reach. Moreover, most of the televisions are privately and may selectively pick one product over the other or give preference. This bias means that using the reach of the “affected” product.

Content.

Facebook allows for adverts to take different formats on the same platform. That is, an advert may be presented in various forms, shapes, and ways. While the content of an advert on television adopts clear videos or pictures presenting the products, an advert may take newer forms of presentation such as meme. Facebook allows a company to view the reaction to its advert’s content. The company can then pull down and immediately replace it with a different advert. 

The content of an advert on television has little flexibility. That is, once an advert is shot, this single advert may be used across all televisions. This approach may make potential consumers get bored with the same content. Moreover, it is difficult for a company to know its consumer base reaction to an advert on television. In case the company gets a bad review, it may be challenging to make changes to the advert, given that it had spent a lot shooting the video or contracting a graphic designer. 

Companies advertising on both media must ensure their adverts are ethical. However, while televisions are responsible for ensuring the content meets ethical standards, on Facebook, companies can once in a while break these requirements. However, they must ensure their content aligns with their most people’s expectations, failure to which the company might experience a backlash. 

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Channel

Facebook channels also differ from television channels. Television channels are similar to Facebook in that one can use the platform alongside other channels. This means that switching between is fairly easy. The presence of several social platforms on the internet allows users to use Facebook alongside them. This feature allows the users to switch between platforms or use multiple of them simultaneously quickly. This means that marketing on social allows for greater visibility. One can also switch between various televisions but some may require subscriptions.

Facebook channels allows for potential consumers to interact and share opinion or experience about the product which the traditional media cannot. Televisions churn out information or adverts without receiving feedback from the end-users. 

References

Forbes. (2019, March 1). Why do big companies still advertise on TV instead of social media? https://www.forbes.com/sites/quora/2019/03/01/why-do-big-companies-still-advertise-on-tv-instead-of-social-media/#1afdbb6fdd41