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| Social media 'challenges traditional platforms' |
| Saturday, 15 August 2009 03:34 |
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The rapid evolution of social media is challenging the complacency of traditional media, an expert has said. According to Heidi Cohen, president of Riverside Marketing Strategies, social media platforms now incorporate online streaming videos, widgets, podcasts and microblogs, all of which provide web users with new and exciting ways of interacting with each other. Writing on ClickZ.com, she said that these rapid developments are forcing traditional media companies to "play catch up" and experiment with new ways of making money with their content. As a result of the increasing expansion of social media capabilities, Ms Cohen said that the vast majority of social media platforms have become "content providers, communication facilitators and audience aggregators". "These functions have been traditionally fulfilled by media companies generating revenues by controlling each function," she said. "By contrast, social media tends to be controlled and led by its users and don't always yield direct revenues." Social networking sites are increasingly becoming a popular source of streaming video broadcasts of popular live events.  |