Too many people are still hung up with outdated artificial demarcations between "mainstream media" and "social media", arguing that one is more legitimate. This leads to flawed marketing and PR strategic decisions.
This is especially true of many (but not all) public relations agencies whose reps do their clients a disservice by focusing on one form of media over another.
Nonsense. The distinctions have nearly disappeared. You've got to eliminate your prejudice.
Whenever this subject pops up, I'm prompted to ask some questions:
The New Yorker is a magazine, but people can share links to stories within the site using widgets for Facebook, Twitter, LinkedIn, Pinterest, Google+, and Tumblr.
What the blurring of mainstream media and social media means for your business
When your buyers search Google or another search engine for information related to your business, they don't really care if the top results come from a "news site" like the BBC, a "blog" like the Huffington Post, or your own content rich Web site. So you need to eliminate the bias.
When buyers ask a question on social media they are happy when someone sends a valuable link to information on the web. They don't scrutinize what’s recommended to them and dismiss the blog content and only read the remainder. They're happy for something that educates and entertains.
The best marketing and PR strategies must include creating your own content, including text, video, and images. It should also include strategies for getting noticed by important voices so they write about you, which comes back to the content you create.