Discuss the differences between traditional print media and social media with regard to audience reach, expense and access, training, delivery, permanence, credibility, and social authority.

Marketing managers know that social media are very different from traditional media such as newspapers or even radio or television. Social media and traditional media have both similarities and differences that impact marketing strategies. In terms of similarities, both kinds of media can be designed to reach either a mass market or specialized segments. In terms of differences: (1) Messages and ads in traditional media like newspapers or television generally are expensive to produce and have restricted access by individuals. Also, traditional media are typically owned privately or by the government. In contrast, messages on social media networks are generally accessible everywhere to those with smartphones, computers, and tablet devices and can be produced cheaply.
(2) Producing traditional media typically requires specialized skills and training and often involves teams of people. In contrast, sending messages on social media requires only limited skills, so practically anyone can post a message that includes words and images.
(3) Traditional media can involve days or even months of continuing effort to deliver the communication, and time lags can be extensive. In contrast, individuals using social media can post virtually instantaneous content.
(4) Traditional media, once created, cannot be altered. But social media can be altered almost instantaneously by comments or editing.
(5) Individuals and organizations can establish themselves as an "expert" in their given field, thereby becoming an "influencer" in that field. But with social media, a sender often simply begins to participate in the "conversation," hoping that the quality of the message will establish credibility with the receivers, thereby enhancing the sender's influence.
(6) In terms of privacy and anonymity, with minor exceptions, recipients of traditional media like TV or radio ads are completely anonymous. Subscribers to newspapers or magazines are somewhat less so because publishers can sell subscription lists to advertisers. Social media have much less privacy and anonymity. When a social network breaches expectations for privacy, unethical outsiders can access users' names.