By: Sarah Dussome
September 29, 2016
An organization may choose to advertise on social media rather than traditional broadcast or print media to connect with a broader network of people. Material published online has the capability of being seen by people all over the world, therefore enabling an organization to expand upon its pre-existing audience. Although advertisements abound in radio advertisements, some people may only perceive them as interruptions in their programs, instead seeking interruption-free news from social media and various other news apps. Similarly, advertisements published on social media are free to access and do not require consumers to purchase annual subscriptions to magazines and newspapers, making it the most convenient option for individuals to connect with organizations. Along with its unlimited availability and lack of cost, advertising on social media also provides the opportunity to connect with young adults who use the Internet as one of their primary sources for obtaining their news.
Social media advertising campaigns differ greatly than those used in traditional broadcast or print media. For example, online advertisements may be catered to complement an individual’s past Google searches, either promoting organizations they already follow online or introducing organizations similar to those the individual already seeks out. Also, those conducting social media campaigns should consider creating a mobile version of their website, allowing consumers to see their advertisements in formats adhering to their respective mobile devices.
Although they are all sources of news, the aforementioned communication channels serve different audiences. As discussed in our first class lecture, many millennials use social media to keep up with the news they care about (as opposed to traditional broadcast or print mediums) due to the convenience, diversity, and availability of technological devices. On the other hand, those who consume minimal to no social media primarily consist of generations who rely on traditional broadcasting and print news or are simply uninterested in using social media. The consumption of unlimited amounts of social media may cause young adults to favour prompt online connection with organizations they care about, leading them to disregard less instantaneous mediums of communication. On the contrary, many members of older generations receive their news from broadcast and print media, causing these channels’ primary audiences to consist of significantly fewer young adults.