When I prepared the material for the conference PR Serbia in October, I watched the Tippingpointlabs’ video – The Influence Pyramid, and I came up with two concepts – New Online Media Landscape (3.0) and The Trust Building Framework. In this post, Online Media Landscape 3.0 is explained (presentation).
Online Media Landscape 2009/2010 – The line between classic and online media is blurring
When the media is perceived in the context of online influence, there is no exact line between the types of social media and the classic media. The focus should be on the target groups, and the goals of an organization, considering reacing a right audience.
Brand Media combines classic media with new online media. Almost all very popular online media outlets become a brands, comparable with classic media brand values. The examples of brand media include Huffington Post, Engadget, Techcrunch, etc.
A majority of online users have the same perception on purely online media and popular blogs, at the same way as they consume classic media Web sites.
Aggregation Media are mainly a social media outlets. They have risen as the important online syndication-based source for the filtering the information, tailored by an user needs. The examples include Digg, Delicious, Google News, TechMeme, AllTop, etc.
Aggregation media bring visits to a syndicate Web sites (the owners of content), and usersÂ have option to follow a plethora of online sources through an aggregation media.
Amateur Media are the product of user generated content (UGC). Milions of blogs, social networks, forums and other forms of social media profiles, based on user generated content, are generally created by some amateurs (â€œunknown crowdâ€). The examples are users’ accounts on Twitter, Facebook, Blogger, Youtube, Flickr, etc.
Those â€œamateursâ€ are not perceived as â€œserious/influential mediaâ€ (by media experts), until they enter in the field of brand media.
Consumer Media are the product of user generated reviews, on a classic Web sites, as well as on a social media platforms. If a Web site generate the usersâ€™ opinions related to some products and services, that Web site is consumer medium which directly influence the buying behavior of an user.
E.g. the shops with influential user reviews like Amazon.com, or IMDB.com are also Consumer Media, as well as review-based websites like Epinions.com.
Custom media is a marketing term referring broadly to the development, production and delivery of media designed to strengthen the relationship between the sponsor of the medium and the medium’s audience.
Organizations create custom media, and they are in the strong competition with an advertising-based media, using a different revenue model. The main goal of custom media is to achieve as much target audience as it can be, at the similar waz how it is done bu classic media. The differnce is in the editorial focus, as well as in the revenue model. The examples include GSK Alli, UPS Compass, Oracle Magazine, etc.