Where is new media heading? Wherever you decide, said a
panel of four experts who gathered for the fifth annual Dr. Lewis B. O’Donnell
This year’s panel discussion, “Your
GPS Directions to the Digital Media World,” drew more than 300 to the
Sheldon Hall ballroom Oct. 14.
“Things are really changing,” panel moderator and summit
founder Louis A. Borrelli Jr. ’77
said. “The media – especially in the last few years – has been dynamic.”
A major factor has been the emergence of social networking
sites like Facebook, which
offers unprecedented interactivity to users while also monitoring their online
habits. Marketers want to “merge the brand with the conversation,” Facebook
Account Director Matty de Castro said.
“Finding a way to initiate that two-way conversation … is
indispensable,” said E.B. Moss, founder and principal of the Moss Appeal marketing
agency in New York City.
Maintaining a Web presence is no longer a one-way street for
advertisers or organizations.
“We’re not just pushing the message out. As soon as we push
the message, they’re going to talk right back to us,” de Castro said.
The new hyper-interactive scene has benefits for businesses
that use social media correctly.
“They have to be transparent; they have to be available.
They have to be authentic and true to their mission,” Moss said.
Older forms of mass media are drawn to social networking
platforms as well. Vice President of NBC Sports and Olympics Mark Levy ’86 said his company is interested in using a Facebook
application to closer engage its audience for the upcoming 2010 Olympic Winter
Games in Vancouver, British Columbia.
“Our advertisers want to know how we are going to reach
these people in the younger demographic and that’s one way we’re trying to do
that,” said Levy.
“We have to deal with how to use (new media) and how to
incorporate it with our advertisers’ messages,” he said.
That challenge also exists in radio, where Rick Yacobush ’77 tries to find the
right new-school methods for advertisers in the Syracuse market. Basically, phenomena like
Facebook, Twitter or whatever
might be next don’t work for everyone.
“It’s always got to be in the client’s best interest. Never
forget that,” the market sales manager for Clear Channel Radio said.
After the panel, more than 70 students joined
six alumni from across the media spectrum for “Career Connectors.” ESPN’s Emanuel Adjekum ’05, Vinyl Artist
Management owner Michael Gewirtzman ’05,
technology director Jim Griffin ’97,
video and sound engineer Larry
Rubinstein ’81, Yahoo’s Seth
Thibault ’07 and radio executive Koren
L. Vaughan ’95 joined News 10 Now General Manager Ron Lombard in discussing
their careers with students.
Mark Levy '86 makes a point as, from left, Louis A. Borrelli Jr. '77, Matty de Castro, E.B. Moss, Robert Stobie '10 and Rick Yacobush '77 look on.
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Article: Laker Green
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