Social networks prove more persuasive than mainstream media

Social networks have proved more effective than traditional media outlets in influencing public opinion over the last two years.
Salim Al-Ruwaily, an academic media specialist, attributed the impact of social networking to the increasing complexity of modern societies and the growing power of public opinion. Such factors have allowed social networking to gain the support, cooperation and trust of audiences and have become effective in persuading viewers.
Social media platforms, especially Facebook, Twitter and YouTube, have essentially “pulled the rug from beneath traditional media,” Al-Ruwaily said. 
He said that the Saudi society, which is the largest and most active online community in the Arab world, has directly contributed to the influence of social networks in rallying people behind causes.
According to recent studies, public relations experts have become more involved in social media campaigns because they have emerged as the most effective means of communicating and reaching a wider segment of the target audience with an inexpensive budget.
Marwan Saadat, who works with a local public relations firm, commends social networking sites for their ability to deal with news and events promptly and in the spur of the moment.
In addition, information is easily exchanged between friends via pictures and videos, and these networking sites allow others to contribute their comments in a free and user-friendly way, whereas these features remain absent in traditional media, Saadat explained. 
Even satellite TV channels have their limitations as viewers can only contribute after the news is published online. 
According to Saadat, the use of social media sites is not limited to individuals, but has also expanded to be used by officials, politicians as well as private and public institutions in many countries. 
Moreover, as a result of the people’s appetite for online shopping, the proportion of ads and e-campaigns on websites has increased, thus allowing for a significant increase in profits.