Digital Asset Management (DAM) and social media are two similar types of platforms for sharing digital media.
- Both allow users to upload documents, photos, audio, and videos to be shared with other users.
- Both DAM and social media can archive much more information than would be possible in an office setting.
- They each evolved to meet the needs of people who have the desire to communicate and share digital media based on connections that are a function of interests and relationships, either personal or business related.
There are of course, also differences between DAM and social media:
- Digital Media Asset Management is typically business oriented and provides a means for employees to share information for the purpose of attaining business goals.
- Users and access to documents are highly controlled with Digital Asset Management Tools (DAM). Social media on the other hand, is an open means for communicating and sharing digital media with just about anyone else with Internet access.
- In line with its business oriented purpose, DAM has more features than social media.
In any case, both represent a major change in the way that the Internet is being used. Instead of searching for and being limited to observing information and media, most people now go online to actively interact with others by way of digital media and networks. It represents a fundamental change in the dynamics of communication to the point of often being referred to as a “paradigm shift”.
Despite their differences, there is no reason why both DAM and social media can’t work together and indeed to get the most out of marketing campaigns, they by all means should do so. Marketing groups need to understand how to utilize social media in conjunction with DAM because social media has become one of the most important marketing outlets for just about everything. What could be better for direct, niche group marketing than a platform whereby one is able to share digital marketing assets with people who might be interested in the product or service who are also connected with other people that share similar interests? Perhaps the only set up that could supersede this for its marketing potential would be the ability for a marketing group to disseminate marketing assets from a controlled, private platform onto various social media outlets. In this fashion, DAM can be used to converge with social media to augment direct marketing potential.