How the Publishing Industry Has Learned to Thrive With the Social Media Industry
THE CONVERSATION ABOUT HOW SOCIAL MEDIA is changing publishing has been going on since the dawn of social media. Ten years ago, prognosticators were sure social networks would usher in a new era for publishing. Five years later, social media spelled doom for the industry as a whole.
Yet, instead of transforming publishing into a mass of niche blogs and feeds or bringing about the end of the business, social media has become a set sophisticated tools for matching content to reader interests, growing communities and building brands.
1. Matching content to interests.
It is tempting to think of social media as a generic channel for broadcasting to the world. In actuality, social media enables the formation and maintenance of an almost limitless number of smaller communities, each organized around a relatively narrow theme. It empowers publishers by enabling them to market relevant content to these communities more effectively.
Instead of relying on a single front-page spread, for example, traditional publishers can tune their content for several different Twitter streams. By sharing the right content to thoughtfully selected audiences, publishers can pique their followers’ interest and increase traffic. >>READ MORE