Louis Sarmiento on Social Media |
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Louis Sarmiento, publisher of the Daily Group of IMG Publications. Editor's Note: For a publisher's point of view on the social media trend, we're happy to offer Louis Sarmiento. He oversees the advertising/marketing aspects of www.FashionWeekDaily.com, The Daily (published in print each day during Mercedes-Benz Fashion Week) and The Daily Mini, a quarterly publication. There will be a weekly publication debuting Sept. 25.  Have you seen any impact from social media such as Facebook, Twitter, texting, etc. on your print or online publications in how your staffers work or how the public relates to you?LS: The trend of social media has definitely taken over and created a change in internet usage, company time and client interaction. There are positive impacts that sites like Twitter have had on The Daily’s online publication, such as increasing the reach, whereas users share and distribute articles or quote them to followers and friends. Through this channel, immediate debate or comments on postings promote interaction and a sense of ownership whereas this would not be possible to do through traditional e-mail. There are some other very interesting usage patterns to note on such social sites such as the timing in which status or tweets are updated ... a lot of times, they are posted during business hours and can be seen as time spent (or wasted.) Often times it can be said that some clients respond quicker to a Facebook message than to a work e-mail. Additionally, one can personalize sites and pages to provide expression which offers an inside look at a client or business partner outside of the corporate or office setting. By extension, do you foresee much impact from social media in major news operations such as newspapers and TV news? LS: You can see the change and/or influence these social sites have had in major news operations and newspapers purely through the editorial coverage and its content. More time is spent covering these "hotter" topics, whereas years before hot topics were what we were told by these organizations. Some news shows have segments devoted to what celebs or personalities have posted online via Facebook or Twitter. It’s an easier way to connect with people who seem unreachable. Also, as viewers or ratings go down, so does the advertising revenue to these newspapers and broadcast stations ... social networking is a way to regain an audience and boost ratings. By doing so, it is a way to attract younger new consumers and also study their habits from likes and dislikes. By connecting with content and users' profiles, they become advocates of particular interest to their friends/followers ... reposting stories or content on their own page and having an "influence" in their own circle. There seems to be a quick turnover/burnout rate in Twitter and devices such as Facebook and YouTube seem used mainly by the young. Whether these devices can become or remain profitable is in doubt. Do you see these as permanent limitations on the scope of social media? LS: The current marketplace is filled with a generation that is defined by instant gratification. This "need it NOW" mentality has become an integral part of our day-to-day lives, work habits and social upkeep. Permanent limitations are the costs to keep these sites running; millions of users logging in and uploading content every minute, i.e. Facebook. However, Twitter created a "slimmed down version" of news aggregators, sharing content with anyone and everyone, creating the genius of “follow what you want.” Of the various social media, do you see any one in particular as having the greatest potential on the media or generally in society? Any that will fade? LS: They each have their loyal following for one reason or another ... the key is keeping the feeling of individualism and ownership vs. becoming overtly used as an advertising medium, charging for content, paying for membership, etc. As long as each site maintains is relevancy to its users, each facet of social media will strive and eventually evolve. Which would mean more to you, a Twitter message from someone or an old-fashioned handwritten note from that same person? Do social media represent a dumbing down of America, a liberation of new possibilities, or both, or neither? LS: A handwritten note is always more personal and therefore appreciated more; there is more care, attention and time spent. However, the "ART" is gone ... there is no such thing as apprenticeship anymore. “Dumbing down” America happened with the onset of e-mail as communication. Followthrough is gone, by clicking send ... the message is out and the responsibility is out of your hands .. you assume the other person has received the message and now it’s in their court. It all depends on how one uses social media and what one depends on it for. Can I stay in close touch with a family member 3,000 miles away with constant updates, photo/video share or do I use it to stay in touch with my neighbor down the hall because it’s "too far" to walk? That said, it definitely presents a quick stream of viral communication in an easy, streamlined way: Have a question? Post it to your followers. A great event to go to? Update your status and have people meet you there! Tennessee women's basketball coach Pat Summit complained that players on the team bus were texting each other rather than speaking face to face. Your reaction? LS: I think this shows the laziness and passive aggressive characteristics that technology has created. The art of speaking and talking out problems has been lost. It’s easier to text someone or e-mail them about a problem rather than confronting it verbally. Personally, I don’t agree. Some things just need to be said. Big-name athletes and entertainment celebrities seem to have taken to Twitter because 1) they can control their message, 2) the message is short and non taxing, 3) they bypass reporters, 4) they can have "contact" with fans that really isn't contact and 5) fans end up thinking they have contact though they really don't. Can you see this taking a serious turn with perhaps politicians and public officials using social media to create better policies? LS: It allows for immediate & direct response. For someone in office who has the "people" in mind or as part of their role in society, there is no faster way to get the ideas, feedback and concerns of these constituents or at the same time to clear the air. This method of communication saves time, cost and trial and error. There have been abuses in the social media such as parody sites allowed on Twitter that pretend to be a celebrity's thoughts but really aren't. Is there much abuse in your opinion and if so, how can it be prevented? LS: There will always be abuse, from hacking accounts to false profiles. That is one of the problems with the internet and social networking, it is too hard to monitor. Do you have any other thoughts on social media you wish to share? LS: There are going to be some amazing developments in the usage of social media and ad campaigns. Media and content are no longer going in a unilateral direction with the messenger in control. Expect to see more targeted and specific content directed to the end user making the message more important to "me."
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