Influential tweeters, well-known bloggers, or Facebook statuses that have achieved high readership and sharing are often used by traditional media as relevant sources of information, and posts on social networks are transmitted in traditional media and commented on. Especially if it is a famous person who comments on the current socio-political circumstances, the publications of famous people on social media become a regular content of traditional media.
Social networks enable fast communication and exchange of information. The basic feature of social networks is based on the interaction and expression of one’s own views, comments and discussions with other participants in social networks. Social networks include user interaction, electronic propaganda “word of mouth”.
It is much easier to reach the target group of users interested in certain information on social networks. Many personal profiles on social networks filled with certain content or information as well as reactions to current social events, no matter how subjective, play a significant role in creating social events.
Traditional media still take the lead in informing and creating public opinion and social trends. However, the increasingly frequent reactions of traditional media to events on social networks indicate the gradual influence of social networks and their inevitable inclusion in media flows.
Just as traditional media (television, radio, press) were the creators of social change in their time, so new media such as social networks have a great influence on social flows. Social media, ie social networks, influence society as a whole on different bases and at different levels. The specificity of the Internet and social networks is two-way communication, unlike traditional media. This feature of social media gives them an advantage over traditional media.
A typical example of the successful use of social networks as a media is the election campaign of Donald Trump, who turned his Twitter profile into his media. Although Trump had solid support from some traditional media, the essence of his campaign took place on social networks. Due to the resistance towards Trump of the dominant media, which are under the control of his political opponents and can be freely said media chases, this move to switch the campaign to social media was a real hit. Addressing voters directly through social networks and interactions on social networks has proven to be a successful method in gaining them.
It is quite certain that social networks will not replace traditional media in the foreseeable future, primarily due to the relevance of the content and the unverifiability of a good part of the information that is placed through those networks. However, it is clear that their influence, even without formalization, is becoming at the level and often stronger than the traditional media. It is to be expected that over time, social networks will suppress traditional media, just as new media suppressed old ones, such as television, which suppressed the press or radio. The influence of traditional media on society is weaker and social networks are more and more dominant.
Traditional media will continue to exist, because part of the content they produce, such as educational shows and articles, TV series, etc., is still not typical of social networks. But already today, some social media and influencers on them are followed at the level of stronger traditional media, which number in the hundreds of thousands, even millions of followers and views. The advantage of social networks, Facebook, Twitter, YouTube is that you can find a lot of uncensored content or content that is not subject to a certain editorial policy that the big media houses have. The lack of social networks is exactly the same, the absence of a certain concept and the unverified information.
The solution for the survival of traditional media would be their more significant presence on social networks, as well as the use of the form of expression of social networks. Most likely, the future of the media is in some combination of social and traditional media in which the interactivity with the audience will be greater and will not be reduced to mere comments on the electronic media. So traditional media, if they want to survive the revolution brought about by social networks, will have to be more personalized and be more present and interactive on social networks.