Relationship Marketing in an Online Social Media Context: Newspaper Versus Television Brand Websites Comparison

Abstract

This study examines how traditional media organizations utilize social media on their websites to build relationships with their audiences. Through a content analysis of the U.S. newspaper and television websites, the findings show that traditional mass media have aggressively incorporated various social media to engage with their readers/viewers. However, there are significant differences in using social media compared to national and local media, as well as newspaper and television media. Social media is also found to be an effective channel for building relationships and engaging customers through various community building and experience sharing; a function that is lacking in traditional mass communication outlets.

Key Words:

• social media
• relationship marketing
• media brand websites
• corporate communication
• content analysis