Social media is a great way for publishers to acquire new customers and promote their brands to new audiences. The channel has proven itself to be a promising way to get content in front of new eyeballs with its viral nature. Shareable content is a great way for your messaging to spread.
But when it comes to forming long-term relationships, social is often a vacuum. Even if a person does like your brand on Facebook, chances are that they won?t actually see your content, since the social giant manipulates algorithms and doesn?t show all content to everyone even if someone likes your page. Facebook?s reach is in decline, with only about a 2 percent chance that your content will be seen.
On Twitter, the chances of hitting someone are even slimmer. Think about it: Even if you tweet several times per day, unless you tweet at the exact moment that your fan sits down in a coffee shop to log into Twitter, they will miss the message in their feed. Snapchat may be appealing for consumers to connect with their friends, but it isn?t really a great place for interacting with fans. The nature of Snapchat is ephemeral. Unless you are going to build a community group and have an employee working on that group full-time, then you are likely not to connect with fans in this social space.
While social has the potential for your content to be shared, it isn?t exactly the best place to build a sustainable audience. So how can publishers take advantage of social networks to build relationships&...