Social Media
Two-way conversation
Open system
Transparent
One-on-one marketing
About you
Brand and User-generated Content
Authentic content
FREE platform
Metric: Engagement
Actors: Users/ Influencers
Community decision-making
Unstructured communication
Real time creation
Bottom-up strategy
Informal language
Active involvement
Deep Analytics
Paid, Owned, Earned |
Traditional Media
One-way conversation
Closed system
Opaque
Mass marketing
About ME
Professional content
Polished content
Paid platform
Metric: Reach/ frequency
Actors/ Celebrities
Economic decision-making
Controlled communication
Pre-produced/ scheduled
Top-down strategy
Formal language
Passive involvement
Poor analytics |