Seat at the Table

Bottom line: Some of these new media platforms may solve John Wanamaker’s problem: Half the money I spend on advertising is wasted and the trouble is I don’t know which half.

These days there are two crowded camps screaming at each other over what is referred to as Web 2.0  or social media .  The first camp is made up of fans social media platforms such as blogs, Second Life, MySpace and others.  They see these platforms as being so large as to threaten so called mainstream media (though, as I’ve argued, if they are that large, aren’t they mainstream?).  The other camp argues the numbers and reach of these new platforms are simply not that big.  Second Life? Not even a million active users.  MySpace? Only one part of the young demographic and, again, ongoing usage of most of the registrants is questionable.  Blogosphere?  Many blogs but even the most popular have very niche audiences. 

Well, you’re both right.

Areas like SL and various blogs do have large enough audiences to make a significant impact in how segments of the population communicate.  But, as the second camp notes, not necessarily the whole audience.  The key workd is *segments*.     Consider trade publications or niche conusmer publications like video game magazines.   They are not displacing the Wall Street Journal but, for specific segments, they all can have enormous value over publications like the WSJ.  It’s all about the media pie getting larger and more complimentary.  So how does the blogosphere, Second Life and other new types of communications media sit alongside so called mainstream media such as the WSJ, Forbes and others?  In a few ways:

- Use them to target specific audiences.  A sport fishing blog of 50,0000 retail store readers can be the most valuable media if you happen to manufactuer sport fishing gear.  That’s the beauty of blogs.  There are tons of them and most target very specific audiences. 

- New platforms can provide new ways to interact with specific demographics.  Second Life is probably filled with early adopters.  If you are targeting early adopters, why not do messaging workshops testing through Second Life with this demographic.

- Companies can get often get directly involved in the publication of information by participating in blogs, SL, putting up MySpace pages, videos on YouTube and more. Just do it carefully.  Those that don’t follow socially acceptable rules will get burned – there have already been problems with Second Life and blogging/PR.

Remember, mainstream media is, well, mainstream. That means it has the broadest and most socially acceptable reach.  Nothing casts a wider net then something called mainstream.  If blogs ever have the same reach and influence on this country as the top print publications and broadcast TV, then they too will probably being referred to as mainstream media.  Of course, then some other type of media will probably come along and start knocking them around.