According to industry analysts and research studies it has been concluded that social media has significantly emerged as a powerful tool in shaping society’s ideologies and perception. Nevertheless there are some issues in the modern day relationship between the producers and the audience.Producers in the contemporary era understand the importance of segmenting audience, profiling and importance of ratings. Increasing number of producers has started to develop content only for their target demography. This also has some potential pitfalls.
According to some studies it has been found that the social media audience is often underestimated (Baym, 2013). There are increasing numbers of people that actually consume this media who are not considered in the analytic tools. This leads to only views of some people taken into consideration. Celebrity bloggers viewpoints and their social media presence are given more importance by the producers. According to the two-point audience theory, only opinion leaders shape societal conformities and opinion. This has also created a situation of a new age digital passive audience (Baym, 2013). There is a danger of this situation occurring by focusing importance on the viewpoints of any particular groups or individuals in the society. Accuracy of the web tools and correct predictive analysis must be conducted in order to avoid this issue.
There are many varying opinions and dissemination of information regarding the consumers (Bury et al., 2013). This heterogeneity perplexes the modern day producers. They are not able to understand the real requirements from the varied views and opinions of the users.
To deal with this issue in the contemporary age there should be a robust asset media management system (Bury et al., 2013). By using this tool the producers can develop content that can reach their target demography. Producers can also prioritize content based on subsequent development of the analytics tools.