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Social Media: More Like Broadcast TV Than You Might Think

Social Media: More Like Broadcast TV Than You Might Think

Do you remember when there were just 3 major TV channels – ABC, NBC & CBS? I don’t.

Like many of you, I grew up with cable. We were among the first generations to enjoy Nickelodeon, MTV, and VH1 as a fundamental part of our childhood. As I got a little older, I remember being inspired by stories about women on Lifetime TV.

Cable television gave the viewer focused content, and the viewers loved it. The initial handful of cable TV stations blossomed into hundreds of choices for the viewer. No matter how obscure your interest may be, chances are there’s a cable television channel that meets your needs. The Discovery Channel, for example, has grown exponentially, going from that first initial station to more than a dozen today: there are channels devoted to cute animals, military history, and surgical procedures shown in gut-churning detail.

Cable television’s growth took place against a backdrop of near-hysteria about broadcast TV’s future. With so many channels to choose from, why would anyone limit themselves to the Big 3? On the other end of the spectrum were the pundits who pronounced cable to be a flash-in-the-pan trend: how long were people really going to be willing to pay for TV when there was a free alternative available?

Fast forward to the present day. The ‘Cut the Cord’ movement is steadily gaining momentum as people find new ways to watch their favorite programs. Broadcast TV is still hanging in there, but let’s be clear: this isn’t Grandma’s NBC anymore. Television stations have been forced to grow and change as their viewers have grown and changed.

Today, I’m not watching nearly as much Nickelodeon. My favorite networks have been USA, BBC, and ABC. 1 of the Big 3 channels is in there, but it’s made a fairly recent return to my favorites list. It wasn’t there, for a long time.

We can confidently expect social media to go through a similar evolution. Here, the Big 3 are Facebook, Twitter and Google+. They may have the biggest audience right now, but as we grow and change, our appetite for social media will also evolve. Our expectations grow as we do. As new social media platforms boast better or more focused features they will pull users from platforms that are over populated and over engineered.

The relationships we form with new social media networks may be temporary. Discovering a new personal interest like a love of food may drive you into a platform like or a new home renovation may introduce you to

But what happens once you are done with your home project or your love of food is replaced by a love of something else: will you abandon your profile? Yes. Today’s social web will become a revolving door of users. We all need to be prepared for what’s on the horizon. Nickelodeon didn’t change; I did. Social media networks will gain and lose users the same way television channels do.

What Does This Mean for Small Businesses?

As social outlets grow and change, it will be important to pay attention to what tools are truly appealing to your audience. As the social landscape progresses we need to spend more time listening to our customers asking them what tools they are really drawn to and why. We can’t just assume that our customers are – or aren’t! – on the Big 3.

In other words, if you’re a gourmet shop and your customers are on Facebook, then you should be too. But if your customers are spending the lion’s share of their time swapping recipes on, you’ll see a better reward from the time and energy you spend on that social media platform.

No small business owner can do it all. There’s simply not enough time in the day, so we’re forced to be selective about what social media marketing we’re going to do.
Remember it’s not about your favorite social media – it’s about your audience and how they want to communicate.

Over the year, we’ll start introducing you to new tools like medium, whisper, Mobli and more. Think of this as the early days of cable television. Tremendous opportunities are becoming available, while we still have the proven strength of the Big 3 to help us connect with our customers. Knowing where to be, and when to be there, is going to be the biggest challenge for small business in the years to come. Don’t worry – we’ll help you find your way!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office