New Media Marketing Pros and Cons


New Media Marketing Pros and Cons Table Resized1.0) Blog (WordPress)

Pros   

1.1) Blogs are easy to update compared to a static website.

1.2) Blogs work well for establishing a personal brand.

1.3) Detailed blog post/page text shows up on search engines unlike YouTube, which relies on tags.  Facebook does not use even tags and viewer must sign into Facebook.

1.4) A basic blog is free

 

Cons  

1.5) Negative comments can be posted on a blog.

1.6) A blog may lack credibility compared to a Wikipedia entry or even a static website.

1.7) Time and effort are needed to add content to the blog site.  New content drives traffic.

1.8) A personal blog may require updating of computer and communication skills on the part of the blogger.

 

2.0) Information Management (Wikipedia)

Pros

2.1) An organization can add information about products and services to Wikipedia if the organization meets certain criteria.

2.2) The neutral point of view of Wikipedia makes a Wikipedia entry more credible.

2.3) Claims must be verified which adds to credibility.

 

Cons  

2.4) Getting into Wikipedia is not easy.  Individuals and organizations are not generally supposed to write pages about themselves.

2.5) Wikipedia information about the organization is difficult to influence by the organization and attempts at influence can backfire.

2.6) Verifiability is not the same as true.  Verified means the information is attributed to a reliable published source.

2.7) Pages about your organization can be negative.

 

3.0) Social Media (Facebook, Twitter)

Pros   

3.1) A basic site is free.

3.2) Positive Information on your site can go viral.

3.3) Social media is a cost effective customer service option.

3.4) Customers must belong to the social media network used.

 

Cons

3.5) Ads must be “social” to be effective.

3.6) Bad news on social media can go viral.

3.7) Facebook site is impersonal compared to face to face customer service.

3.8) Negative Comments can be posted.

3.9) Time and effort needed to update site.

 

4.0) Video Delivery (YouTube)

Pros   

4.1) YouTube has the largest online viewership.

4.2) YouTube has free hosting for large number of videos on your channel.

4.3) YouTube hosts high quality videos.

4.4) YouTube allows sharing and embedding.

 

Cons

4.5) Arbitrary shutdown of YouTube accounts does happen.

4.6) YouTube access is blocked by many organizations.

4.7) The streaming quality of YouTube is often inconsistent.

4.8) Your video can have unwanted competition because related videos appear at the end of your video.

4.9) YouTube videos are limited to a length of 15 minutes.

 

5.0) New Media Overall

Pros   

5.1) New media is accessible 24/7 online.

5.2) New media is generally cheaper than traditional media.

5.3) Old Information on new media is easily updated compared to traditional media.

5.4) Old information on new media is easily accessed compared to traditional media.

 

Cons  

5.5) The new media audience needs a computer, computer literacy, an internet connection and electricity.  Because of this developing countries and/or older populations may be neglected by new media.  A book or magazine does not require any technological infrastructure beyond literacy once published.  In some futuristic scenarios new media may be extremely vulnerable compared to printed text.

5.6) The hijacking of sites is an ongoing problem.

5.7) Internet viruses are an ongoing problem.

6.0) New Media Discussion Questions

6.1) There are four types of new media including blogs, information management, social media and video delivery or BISV for short for the purposes of this discussion. Organizations need to make decisions as to which BISV they will pursue and how much of an investment they will want to make into a particular BISV.

6.2) Which BISV will be take up the most amount of time?  Which BISV will take up the least amount of time?

6.3) Which BISV will require the most computer literacy?  Which BISV will take the least amount of computer literacy?

6.4) Which BISV is the most cost effective overall in the long run?  Which BISV is the least cost effective overall in the long run?

6.5) Do a political, economic, sociocultural and technological (PEST) analysis of BISV.

 

http://thebusinessofmediaentrepreneurship.blogspot.com/2013/10/media-industry-pest-analysis.html

 

6.6) Do strengths, weaknesses, opportunities and threat (SWOT) analysis of BISV.

 

http://anikocommunication.wordpress.com/swot-analysis-for-twitter/

 

6.7) Based on the PEST and SWOT analysis, which new media (s) should be the focus of your organizations efforts?

Handout at:

http://www.scribd.com/doc/208086304/New-Media-Marketing-Pros-and-Cons-Worksheet

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