Social Media vs Traditional Marketing

Social Media has changed the way marketing is utilised. The ubiquity of platforms like Twitter means that social media has become a basic pillar in brand communication. However, the focus is not conveying a brand message, but understanding your audience and using the information gathered to ultimately generate a ROI.

Social media is often misunderstood and is deemed to be supplementary to traditional media. Christer Holloman, author of the Social Media MBA series of books, says “senior executives generally lack understanding about social media”. Sports fans are more loyal than any other consumers, making it even more crucial for brands in the industry to communicate with their fans, something that social media provides the perfect opportunity to do with its real time nature. The graphic below shows how different traditional and social media differ, and how the latter is a better long term solution for sports brands.

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