Media Fragmentation

The digital society has allowed  us to gain access to a variety of media outlets as well as connect to groups who share our interests.  We no longer have to follow the mainsteam news or interests groups.  Facebook, Youtube and other outlets allow us to gain knowledge about a variety of things via smartphones, laptops, and tablets  . Thru the media outlets we are able to have multiple choices. The new technology has also given brands many outlets to reach is various viewers .

Viewers have a choice as to how and when they want to interact with a brand. Brands have to decide how to interact with each audiecne. According to an article in Fobes magazine,  the televison audience and the digital media audiences are different and marketers have to find a diferent avenue to reach each.  

There  was once a  fear that the  digital would compete against television’s share of consumer attention, a study from the Harvard Review  found that, instead, consumers are  using both digital and television plat forms at the same time. The report indicated that there were spikes in tablet and mobile usage during prime-time TV viewing hours, as consumers research and interact with content related to what they are viewing.

Social media fragmentation  seems to be a problem with marketers and  businesses Mike Frey of Paradux Media Group has developed the following guide to help small business compete.

  Solving Your Social Media Fragmentation Problem

As business owners we make decisions on where to spend our time, allocate our budget and what battles to take up.  Social Media fragmentation is no different, and there is no one answer to social media fragmentation, as all businesses are different and have different needs.  So look at your social media fragmentation dilemma and try to simplify it this way.

  • Facebook:  Still the family reunion, mainstream platform, best for having living room conversations, more about the continued relationships with your current customers and getting them to buy more frequently.
  • Twitter:   A link building machine that can drive massive traffic to your website.  A great way to communicate and begin relationships with individuals who ARE NOT your current customers.  If your business is more regional or national than local, if you sell on-line, hard not to invest the time or money here.
  • Linkedin:   A Chamber of Commerce conversation that should be relegated more towards the personal resume and achievement than your business.
  • Google+:    Early adapters, geeks, IT people, individuals looking for the latest and greatest gadgets and toys.  SEO is going to play a larger role in the success of any business today.  A buzz word for 2012 is certainly going to be ‘findability’ and with Google + possibly becoming a factor in search engine results it’s worth a look from the ‘lost and found’ aspect alone.
  • Pinterest:   Have a visual business where a picture can say a thousand words?  Pinterest is that platform.  With a great demographic to boot.  The individuals that I see spending time in Pinterest are some of the most difficult-to-reach individuals as well as the most coveted.


3 thoughts on “Media Fragmentation

  1. Well put. I believe with the technology of today prime time tv will be in no use because of other technology. Many people wants to control what they watch. Netflix and Hulu are big with allowing you to watch what you want.

  2. I’m actually studying something like this for my thesis work. What you’re referring to is something called second screen where consumers are using their smartphones or tablets during television programming to obtain additional content related to whatever they are watching. My interest is in the Shazam application; however, there are many other apps that strictly focus on enhancing television show viewing. I know that Shazam has had some pretty successful numbers with their Shazam for TV advertising, so I’ll be curious to see where this leads in the future in regards to augmented reality, etc.

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