We are bombarded every day with the news of the death of newspapers and other traditional media thanks to the killer effect of the rise of social media. Quite frankly, it’s not the truth, and hearing it is getting a little tiresome and repetitive.

Sure, where there’s smoke there’s fire, as they say. There is certainly evidence that the decline in newspaper and magazine advertising revenues corresponds with an increasing ad spend in social media.

Looking at it strictly from a first-world perspective, yes, technologies and behaviours like blogging, social media, the iPhone and iPad are permanently changing the way we consume media. However, our newspapers’ (mainly) Australian bosses are not stupid (truly – I have worked with some of them). They will change their business models to reflect the new paradigm. They will buy, they will merge, they will purge. One sure thing is that the large  newspapers, and other traditional media, have been experimenting with new business models for some time. They will crack it eventually, even if it means hiring in some young guns to help change the paradigm (again, this has started already).

In fact, the ‘old’ mainstream media have already started to get more social (see Stuff.co.nz and nzherald.co.nz for examples), while social media are becoming more mainstream (WordPress, Facebook, Twitter and LinkedIn). I believe that in the end these media will blend their technologies and start to look more similar – that is, until the next revolution comes along. What’s after social media? When all media is ‘social’? What’s the next thing?  Is it media collaboration? Or co-opetition? I’m not sure yet, but we are working on it.

One prediction I will make confidently is that more journalists will be required to embrace the online world; many leading journalists already use social media for research and story leads, blog regularly themselves and see these things as natural extensions of the craft. Those that don’t embrace it will be left behind – at least in the developed world.

Slightly less relevant but important in terms of world-wide change: looking purely at population statistics in less developed countries, the newspapers (outdoor advertising and radio) are there to stay for a long time yet, and social media is really. . . well, it’s getting social around a water pump, or the community clinic or at local shebeen (pub).

Now where is that iPad so that I can read the news and check out my fave technology mag and the new Lee Child novel!

As you may have guessed, I don’t believe traditional media will die or that social media will take over the world, but the technologies will be shared and the process will sort out the wheat from the chaff  in developed markets. There will be room only for those that can attract revenue and deliver relevant content (and fast). Co-opetition may be the new strategy for media companies.

Dwayne Alexander talks to getfrank.co.nz  readers about his experiences with Twitter – and its applications for business.

Okay. I have, on occasion, wondered what all the fuss is about, as I am sure some of you have. However, after investing some focused months on Twitter and using it as a tool to learn, connect and engage with people, I have come to the conclusion that, as part of an integrated campaign of other traditional and new media, it can be a very powerful business tool.

Twitter is no longer cosmetic for me, but of real value. So this post is not aimed at Twitter users, but at readers and clients that ask me why? How? When? What? about Twitter.

The function and form of Twitter changes for me daily and over the course of the last six months I have used it to… More

Ok.  I have on occasion wondered what all the fuss is about, as I am sure you have. However after around 6 months on Twitter and using it as a tool to learn, connect and engage with people, I have come to the conclusion that, together with an integrated campaign of other traditional and new media – it can be a very powerful business tool . Twitter is no longer cosmetic for me, but of real value. So this post is not aimed at Twitter users , but at clients, associates and acquaintances that ask me why? How? When ? What? questions about Twitter.

The function and form of Twitter changes for me daily and over the course of the last six months I have used it to:

• Follow international and local experts and see what they are doing around media, PR and social networking, Goals , Guitar and many other interests.
• Share interviews with successful people on my other blogs livemygoals.com and the nzherald Inspired People Blog
• Share thoughts, links and stories that we deal with through our own clients at Alexander Communications, to (have actually been contacted by journalists following up on tweets / newsworthy clients  for opinions on a  business issue
• At times I have used it to diary personal moments of triumph and discord (as you do!)
• I’ve steered clear of the spammers and wierdos and managed to learn something new each (or every other) day and share it.
• I’ve organised meetings
• I have retweeted links and posts that resonated with my value system
• I have shared articles and opinions that I have enjoyed
• I have laughed until my stomach hurt at funny videos shared at opportune moments
• I’ve also shared articles which we have arranged on behalf of some of our clients when I believe they have something interesting to say
• I’ve captured moments on my iPhone camera and shared it – from concerts, (international stars and my daughters home made ones!), situations (traffic, beautiful scenary, scenes of interest) and other hobby related things.
• I’ve linked my Twitter feed with Facebook so that I can share some of this with people I chose to have on my Facebook profile. We are all interested in similar things.
• I’ve searched for ideas and comments on latest # hashtags on issues, people etc.
• I’ve downloaded stuff from links shared.
• I’ve “listened” to conversations and noted the tone and content and internalised ideas.

So you see – it can be frivalous, but actually fullfills an increasingly important role both for R & R and for business – that is as long as you don’t have addictive tendencies… 

In which I would say, Put it down. Walk slowly backwards. Turn and run as fast as you can.