Q5: Which are now more influential - traditional or digital media?

Dirk Singer: Rabbit
Dirk Singer: Rabbit

Rob Blackie: Traditional media still give more reach in most circumstances. But they also tend to be low on engagement. Digital media are much better at engagement, whether that is changing government policy or getting people to buy a soft drink. Recently, the Government's back-down on forestry privatisation was mainly driven by the hundreds of emails that a typical MP received from their constituents, rather than the media coverage of the issue.

James Warren: We recently analysed online conversations for a large technology company and discovered that the overwhelming majority of these had as their reference points news or feature articles from the mainstream media. In many instances - although not all - the belief that there are bloggers and Tweeters that have massive and absolute influence is total fantasy.

Michael Darragh: We each have a unique sphere of influence that differs from one person to the next. It might span print, broadcast, social media and other factors such as topical experts, celebrities and brands themselves.

What we do know is that the greatest influence comes from people we know and strangers whose opinions we trust. Because digital gives everyone a platform to speak, it is logical that social will become the most influential form of media.

Dirk Singer: No doubt about it, digital media. This is backed up by a number of statistics. For example, according to a recent study from the Poynter Institute in the US, online newspaper readers take in 77 per cent of an article, broadsheet readers 62 per cent and tabloid readers 57 per cent.

Marshall Manson: Both are influential in their own way and any campaign should make an effort to engage with relevant communities through both.


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Question 1: How do you define influence?

Question 2: How has the thinking on online influence changed since a year ago?

Question 3: How do you identify the most relevant influencers for your campaign/client?

Question 4: How do you measure influence, particularly in the digital world?




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