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How Traditional Media Outlets are Partnering With Social Giants

Mike Krass • May 23, 2012 • 2 minutes to read

How can traditional and social media channels work together?

As media channels have evolved, marketers & advertisers are constantly looking for ways to create the perfect communications mix.

The answer to this question, oddly enough, is more often than not an additional series of questions.

Questions include:

  • What value can each partner bring to the table?
  • Does social deserve to partner with traditional media giants? Let's take a look at a recent parntership between social and traditional broadcast TV outlets.

Facebook cut a deal with Turner Broadcasting System

So, to answer the questions that were addressed above:

  • What value can each partner bring to the table?
    • TBS gets to offer advertisers data-driven second-screen marketing opportunities
    • Facebook essentially gets a chair at the 'grown-ups table', for lack of a better word, by joining forces with an established media powerhouse in Turner Broadcasting
  • Does social deserve to partner with traditional media giants?
    • Traditionally, social channels didn't have a seat at the big kids table because they couldn't generate revenue.
    • With the Facebook IPO, social has their first champion that carries a 12-figure valuation, showing that they have the potential to generate a **hundred billion dollars in revenue **

Think that this is a one-hit wonder deal?

Twitter just closed a partnership with ESPN last week

It's time for advertisers to place more emphasis on combining communications across media channels.

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