Yes, there is still a role for traditional, mainstream media in creating public awareness and creating societal change: according to author Brent McGoldrick,"a 2012 study by business school professors at the University of Pittsburgh and Carnegie Mellon, for example, found that while discussions happen in social media, their influence on sales is far less than imagined. By analyzing media mentions and sales data, these professors discovered that a “unit” of traditional media publicity accounted for nearly 900 sales from new customers and 400 from existing ones. A blog mention, on the other hand, garnered only 90 new-customer sales and 63 from existing clientele. Mentions in an online community drove the weakest results: only 99 new sales and 48 sales from repeat customers" (http://www.ftijournal.com/article/social-vs-traditional-media).
There are different types of traditional media available like: Newspaper, Television, Radio, Direct Mail, Magazines, Outdoor/Billboard advertising, Yellow pages, etc. We all know that the penetration of the Internet has decreased with time in Canada. According to studies, people have more access to TV than to Internet at home. Hence it can be imagined that the traditional medium of TV has more effect than being just on social media. People get attached and can relate more with traditional media, compared to being on social media (Internet).
To give feedback and engagement we need both social and traditional media to achieve impact: as McGoldrick says"traditional media is the primary arbiter of opinion. A 2012 Allstate/National Journal Heartland Monitor poll, for example, found that most people place their highest trust in traditional media: 71 percent for newspapers, 70 percent for cable network news and 64 percent for network news. Blogs and online forums pale in comparison at only 34 percent. But most interestingly, the results were the same for social network users — and only 36 percent of them place a high level of trust in the social networks to which they belong" (http://www.ftijournal.com/article/social-vs-traditional-media).