Okay, am I the only one who relies on mainstream media to tell me what is happening on the Internet?
I never find out anything “as it happens” on the Net. It first takes a news story to appear in a newspaper or on the radio to alert me of some provocative YouTube video or interesting website.
For example, I learned about the Diet Coke/Mentos great experiment through the Globe and Mail. It seems Republican presidential hopeful Mike Huckabee has released an awesome YouTube video with Chuck Norris yet I only learned about this a few days ago from CBC Radio. The Sunsilk wig-out video came to me courtesy of Toronto’s City-TV’s news broadcast, and both of Dove’s viral campaigns came to me via trade publications. While all of this is going on, I’m a bit oblivious to it all until one of my trusted media sources tells me “it’s out there so you’d better check it out.”
I think the role of mainstream media is very much under-valued in the social media ecosystem. There is definitely a “working in tandem” theme between the digital social media world and the old media guard alerting most of us on what is going on out there. I actually like the fact that mainstream media acts almost as a bit of a filter and guide, pointing us to what’s cool and newsworthy so you’re not perpetually lost in the digital pipeline.
So while companies rush to the web, YouTube and the like to get their messages out there, a little help from authoritative media helps everyone navigate some very busy social media waters.