This document differentiates between traditional and social media in terms of content creation. Traditional media involves one-to-many communication, with content typically created by marketers and published through channels like television, radio, and print. Social media enables many-to-many communication, with users able to both consume and create content through blogs, social networks, and user-generated content. It also categorizes different types of content on social media based on who creates it and whether there is paid placement, such as social video, viral video, news publicity, advertorials, and word-of-mouth.

1. DIFFERENTIATE BETWEEN TRADITIONAL AND SOCIAL MEDIA
IN TERMS OF CONTENT CREATION
GROUP - 7
Department of Management Studies
Indian Institute of Technology Roorkee
B M N 6 7 3 - I N T E G R AT E D M A R K E T I N G C O M M U N I C AT I O N
PRESENTED BY
ANOOP TS | BABY CHANDRA | BHAVYA SIHMAR | RAKESH G NAIR | SUCHI AERON

2. 59 BC ‘Acta Diura’ (Daily Events) by Julius Caesar
1500 Emergence of News papers across Europe
1690 ‘Publick Occurences’ , First American News Paper
1800 Emergence of Print Advertisements across the world
1900 Emergence of radio technology
1930 Television and started broadcast of channels through air
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Brief History
1994 World Wide Web was introduced
1997 The first social media platform – SixDegrees.com
Sources: Nekatibeb, T. (2012). Evaluating the Impact of Social Media on Traditional Marketing. Metropolia, 90. .

3. Technology has affected the advertising channels and content creation activities.
The Divide
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Traditional Media
One to Many
Television Radio Print Publications
Social Media
Many to Many
Blogs Social Networking Sites
Collaborative Projects Content Communities
Billboards Cold Calls Door to door Banner
Sources: Nekatibeb, T. (2012). Evaluating the Impact of Social Media on Traditional Marketing. Metropolia, 90. .

4. Types of Social Media Platforms & Functionality
4
Wikipedia
Reference
Facebook
Social Networking
Twitter
Micro blogging
YouTube
Video sharing
Flickr
Photo sharing
Reddit
News aggregation
Other Platforms
Upcoming Events
Ustream Live stream
World of Warcraft Online gaming
Pinterest Online bookmarking
Sources: Nekatibeb, T. (2012). Evaluating the Impact of Social Media on Traditional Marketing. Metropolia, 90.

5. • Traditional media content typology:
Earlier the content so published was created by marketers - it was a monologue with only one actor.
The company would pay different media to inform the mass. And if it was unpaid it was by means of
publicity that company would have gain by its operations.
• Social media content typology: now there are two dimensions:
1. Who created the content?
2. Has there been any payment for its creation or placement (or both)
Typology of Content
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Content
Creator →
Brand
Brand and
News Media
News Media User
Unpaid
Social Video
Viral Video
Native Advertising
Publicity
Editorial
Content
Word of Mouth
Customer Generated Advertising
Paid
Advertorial
Display Advertising
Branded
(Editorial) Content
Sponsored
(Editorial)
Content
Sponsored WOM
Consumer Generated
Advertising Competitions
Sources: Campbell, C., Cohen, J., & Ma, J. (2014). Advertisements Just Aren’t Advertisements Anymore. Journal of Advertising Research, 54(1), 7–10.

6. Forms of Online Content
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● Social Video
It is a product related video content created by a brand with the goal of stimulating consumer
conversation, discussion, and co creation. Success is measured through performance of the
intended consumer engagement activities. Payment for placement in time or space is not necessary,
but can occur.
– Viral Video
Product-related video content created by a brand with the goal of inducing pass-along
behaviour amongst consumers. Success is measured through viral sharing and reach.
Payment for placement in time or space is not necessary, but can occur.
Sources: Campbell, C., Cohen, J., & Ma, J. (2014). Advertisements Just Aren’t Advertisements Anymore. Journal of Advertising Research, 54(1), 7–10.

7. Forms of Online Content
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● News Publicity
Publicity Brand- or product-related editorial content produced by the news media which reflects public
relations efforts on behalf of a brand or company. No payment for placement is made. Full editorial
control rests with the news organization.
● Advertorial
It is a product related content created by a brand and designed to mimic the style and form of editorial
(i.e. non advertising) content but for which a brand has paid for placement in time or space.
Sources: Campbell, C., Cohen, J., & Ma, J. (2014). Advertisements Just Aren’t Advertisements Anymore. Journal of Advertising Research, 54(1), 7–10.

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Footage Credit : Volvo Trucks YouTube Channel | License : CC BY 4.0 | Source : https://www.youtube.com/watch?v=M7FIvfx5J10

9. Forms of Online Content
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● Consumer Generated Advertising Competitions
‒ Brand-or product related content generated by a
consumer independent of brand or company
influence.
‒ No consideration for creation or distribution of the
content is made.
‒ Full editorial control rests with the consumer.
Sources: Berger, J., & Schwartz, E. M. (2011). What drives immediate and ongoing word of mouth? Journal of Marketing Research, 48(5), 869–880

10. Forms of Online Content
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● Consumer Generated Advertising Competitions
‒ Companies communicate with consumers to participate
in the campaigns and advertise their products.
o Products Review and Feedbacks [Technical Guruji]
o Social Media Sharing
o Contests [Apple- Shots on iPhone Challenge]
‒ Brand- or product-related content created by consumers
which emulates the style and intention of advertising.
‒ No consideration for creation or distribution of the content
is made.
‒ Full editorial control rests with the consumer.
Sources: Campbell, C., Pitt, L. F., Parent, M., & Berthon, P. R. (2011). Understanding consumer conversations around ads in a Web 2.0 world. Journal of Advertising, 40(1), 87–102.

11. Forms of Online Content
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● Word of Mouth
‒ Brand- or product-related content generated by a
consumer independent of brand or company
influence.
‒ No consideration for creation or distribution of the
content is made.
‒ Full editorial control rests with the consumer.
Sources: Berger, J., & Schwartz, E. M. (2011). What drives immediate and ongoing word of mouth? Journal of Marketing Research, 48(5), 869–880

12. Forms of Online Content
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● Branded Editorial Content
‒ Content produced by the news media but for which a
brand has some degree of editorial control.
‒ Payment for placement in time or space is made.
‒ Editorial control is shared between the brand and the
news organization.
Sources: https://www.exchange4media.com/advertising-news/how-amul-won-hearts-with-tasteful-creatives-in-testing-times-106151.html

13. • Fixed vs. Flexibility
Social media offers a level of flexibility that traditional media does not afford.
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Summary and Conclusion
• Find, Convert, Keep
Traditional marketing prioritizes finding and converting new prospects, but places less emphasis on
keeping these newfound customers. Social media marketing has flipped this model by prioritizing
retention and allowing retained customers to find and convert for you through word of mouth.
• Connectivity vs. Interactivity
Social media is interactive, while traditional media is passive.
• Creation and dissemination of content
Traditional Media is based on the principle of one-to-many.
Social Media, in contrast, is a media that works on the principle of many-to-many.
.

14. 14
• Convergence
Social Media is a truly convergent media. You can publish content as text, audio, video, graphics or
photographs on Social Media sites.
The traditional media can work in only one format either as print or as radio or as television. There is no
convergence in the traditional media space.
• Speed
Social Media is instant. Reports published on Social Media sites can be accessed instantly.
Traditional Media takes time to disseminate information. In the case of newspapers, this is limited to once
a day; television or radio can update reports more frequently. But they cannot match the speed of Social
Media unless they go live.
Summary and Conclusion

15. 15
• Cost of creation
It costs a small fortune to set up a newspaper, radio or television station. Few individuals can therefore
hope to become publishers.
Social Media platforms allow free posting of content. Anyone can therefore become a publisher or
broadcaster.
• Reach and numbers
The reach of Social Media is staggering. It connects billions of individuals across the globe.
In contrast, the reach of traditional media is limited to the number of readers or viewers that individual
newspapers or channels may have.
Summary and Conclusion

16. THANK YOU