WeChat and Traditional Media

Differences between WeChat and Traditional Media

Social networking platform

            Like many social networking platforms, there are a lot of differences that exist between WeChat and the traditional media such as TV and newspapers. One of the most notable difference is the mode of communication. WeChat provides a two-way mode of communication while the conventional media offer a one-way mode of communication. In Wechat, any user can send messages, photos, and videos in any direction provided the destination allows them to do so. The destination can choose to reply to the communication hence creating a conversation.

Conventional media is strictly one way.

            On the other hand, conventional media is strictly one way. The destination cannot respond to the communication and hence conversation is strictly not possible. For instance, when a TV runs a commercial, there is no way a person watching can comment on the advert or even suggest any changes to the content, he/she must take it as served. The two way communication aspect of WeChat is a very huge strength that is being utilized by corporations in assessing the performance of their adverts from the users’ responses.

Feature of WeChat that is absent in the traditional media

            One-on-one marketing is another feature of WeChat that is absent in the traditional media. Companies can design marketing tools that targets a particular group of people and channel it towards that set using the WeChatgroups. On the Contrary, conventional media offers mass marketing whereby the content reaches every consumer. All advertisements get to reach the entire population no matter whether they targeted only a certain group of people. In a nutshell, there are no variations in the channels of communication in traditional media which exists in WeChat.

Content generation is also another key difference

            Content generation is also another key difference between these two types of communication. Traditional media content is highly polished whereby professionals are the main generators and editors. The content must pass through several professionals from creation to the time of broadcast and most probably going through several editing processes.

Brand and user-created.

            WeChat content on the other hand is Brand and user-created. Companies and individual users generate messages, videos and photos that they send to the target destination without them undergoing through any professional or editing process. The recipient of the messages can choose to edit the content, using WeChat capabilities, or not.

Deep Analytics

            The availability of deep Analytics is another aspect of WeChat that is not present in the traditional media. Companies and individuals can track the performance of their posts or messages using the Analytics available. The companies and individuals can be able to see how many people viewed their adverts and how they responded, for instance, by liking or commenting on the content. In conventional media, communication is one way and hence avenues for user response do not exist. Therefore it is not easy to estimate message performance.

Traditional media strictly employs formal language.

            Some other differences between WeChat and traditional media include; WeChat allows use of informal language while traditional media strictly employs formal language. Decision making in Wechat is community based while in traditional media it is economic centered. In Wechat, the User can pay, own or earn while in the conventional media the user can only pay for services.Traditional media alsoemploys a Top-down strategy while WeChat utilizes a Bottom-up strategy. Finally, in Wechat the users are actively involved while in traditional media the consumers are passively involved.

Differences between WeChat and other Social Media Tools

            WeChat has implemented some functionalities that make the app unique from other social media tools. One of the techniques that the App’s developers have been able to use successfully to create a unique social media platform is borrowing features from other sites such as Facebook and customizing their use to create a different feature form the original one. The platform has also integrated with other social media platforms in order to harness their benefits.

Distinguishing functionalities

            Some of theWeChat distinguishing functionalities include the ability to pay for shopping electronically, enhance Paying of utility bills such as power and water bills, provide commerce through Weshop, Taxi hailing and buying of plane tickets. These functionalities make the App very powerful even outdoing some of the e-commerce websites. Actually, it is not a common occurrence to spot a single tool with such diverse features. Most of the e-commerce tools available today focus on one or two functions where they do best.

Social media in terms of interface

            WeChat is also different of the rest of social media in terms of interface. Availability of many features makes the interface more cluttered and complex compared to others such as Facebook Messenger which has less functionalities. Setting of status is another conspicuous difference between WeChat and other Messengers. In some of other platforms, a user can see other people online and can also view who read which messages while in WeChat this is not possible. Registration process is also different in WeChat compared to other social media platforms.

Registration utilizes a mobile number

            WeChat registration utilizes a mobile number whereby all the contacts saved in that number are uploaded to the APP upon registration and the user can send requests to these numbers for them to add that user. This is a powerful feature because the App assists in creating a trustworthy network because there is higher probability that people keep contacts of people they know and trust on their mobile phones.

References

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Zhang, Ping. “Research on Strategy of Model Innovation of WeChat Marketing.”Proceedings of the 2015 Joint International Mechanical, Electronic and Information Technology Conference, 2015.

Manzoor, Amir. “Using Social Media Marketing for Competitive Advantage.” Competitive Social Media Marketing Strategies, pp. 201-218.

“The Future of Social Media.” Strategic Social Media, 2016, pp. 326-341.

Mao, Chenlei. “Analysis of WeChat Behavior of Chinese University Students.”Proceedings of the 2015 International Conference on Education, Management, Information and Medicine, 2015.