Social Media has changed the influence hierarchy of the publishing world. Gone are the days where only publishing companies who owned the infrastructure can amalgamate and distribute news and information.
The publishers and their infrastructure still exist, however, the publishers ability to influence the public through its publications is now facing considerable competition from individuals and businesses participating in Social Media Publishing.
In the past the distribution of news and information was more or less controlled by the publishing infrastructure, even the public response to published information or opinions was often controlled by the publisher, such as Letters to the Editor.
Social Media Publishing on the other hand enables individuals or businesses to become publishers in their own right, to disseminate information as, when and where required. Businesses using Social Media Tools such as Blogs, MicroBlogging and Social Networks have the ability to publish content to a global audience with little or no associated costs or infrastructure.
The differences do not stop there. Social Media has also empowered the public voice through Blog comments, Micro Blogging and Social Networks.. The general public can now have their say and have their opinions known about any current event , business or topic.
The public can either respond positively or negatively to published content. Obviously the objective of business Social Media publishing is to positively influence public perception and also be in a position to provide positive feedback to negative situations.
Influential Social Content
Social Media Tools have empowered virtually everyone to publish and participate and become influential if they chose to do so.
Influential content has a multitude of sources, businesses and individuals develop content to offer value to Social interactions, and to be perceived as a knowledgeable thought leaders in their fields of expertise. This content type is likely to be developed using a variety of Social Media tools. the most common methods are Blogging, Social Networking and Micro-Blogging.
The public also provides influential content to the Social environment. Often the method of delivery is similar to that of businesses due to both content development types using the same Social Media Tools.
Social Media has empowered the general population and highlights the importance of peer referrals in the Social environment. The business marketing jargon has little power of influence over the new Social Market. If the general public have had a good experience with the company or product it is highly likely the individual will recommend the business to other network members. However, a bad experience is just as likely to have the general public warning others of poor business practices, service or products. The influence of the Social Networks should never be underestimated, the public are now empowered to be heard.
The Social Content
Social Media Content grows from a specific topic or base discussion. This is the starting point of highly topical and relevant Social Media content development. Comments on discussions and Blogs, plus ReTweets are all part of the Social Media content development process which can be potentially influential to those following the published content.
In the past neither the business nor the consumer has had the power to be influential on such a broad scale as Social Media provides. The Tools of Social Media empower individuals and businesses to become publishers and influential within their networked environments.
The Last Word
The world we live in is in a state of constant change. Although the traditional publishers are currently facing challenges in the new market place I do believe they still have a respected place in the overall distribution of information. Some publishing institutions posses an authoritativeness built over time that will be hard to displace in the near future. Others will of course fall by the way side as Social Media publishing continues to expand in both volume and influence.
