Over 4.2 billion people worldwide use social media, and the number somehow continues to rise. If you’re keeping track, that’s close to 60% of the whole planet. The ability to reach billions of people has left print and traditional publishing channels behind. Now, publishers have to produce a constant stream of new content at record speeds. Social publishing has become a must for organizations and businesses that want to compete in the marketplace, but it’s particularly urgent for content creators and publishers.
Social publishers can create and distribute content more quickly than any other medium, including radio and television. The responsibility of getting the news to an audience first is a big one, and publishers must be up to the task.
Reach new audiences at a fraction of the cost
Social publishing provides ways for the public to engage and communicate with your content, and with each other, in real-time.
One piece of content can potentially reach millions of viewers without spending a dime on distribution and advertising. Viral content can undoubtedly give your brand a huge visibility boost and a lot of opportunities.
However, even without a viral piece of content, you have a direct line to your audience. You can get feedback, distribute across multiple platforms, and reach people looking for your content. Done well, you will reach the right people for your content at the right time.
Hashtags, influencer marketing, and other partnerships can help you reach meaningful audiences.
Get to cater your content to different audiences
Traditional marketing and publishing methods produced a fraction of the content now published in a single day. The reduced friction between writing and publishing is a massive advantage for organizations that efficiently create, re-purpose, and re-use content across numerous platforms.
Additionally, each platform is different, and content has to be catered natively to these audiences. In simple terms, Facebook readers don’t like to receive their content the same way that Instagram users do. The same is true with Twitter, TikTok, LinkedIn, and users on every other platform. Social publishing allows you to cater your content to different audiences and types of people in the format and platform they prefer.
This can sound overwhelming, but social publishing tools like those offered at True Anthem can help publishers effectively distribute content organically across platforms to maximize content, staff, and budget.
Receive real-time feedback and insights
With today’s constantly changing trends, connecting with readers instantly is an incredible benefit of social publishing. Not only can you engage, but you can gain insight into your audience’s interests and passions.
User comments and reactions (“likes” and “hearts”) allow you to see what content performs best with your audiences and platforms. The content that gets the most engagement on Facebook may not be the same as on Instagram. However, receiving real-time feedback allows you to further adjust and cater your content to your audiences.
Tools that can help you quickly see what works and doesn’t will save you from wasting resources on content that your audience doesn’t want. Where else can you get this type of instant market feedback on your product?
Knowing what your audiences want, how they want it, where they want it, and how often they want it allows you to expedite content production while keeping your audiences at peak engagement.
So, why is social publishing important?
It has never been easier, faster, and more affordable to reach large audiences with content that can be catered to their preferences while getting nearly instant feedback on what to do next. Social publishing and social media marketing are not new and shiny anymore—this is just a part of how things are done now.
Social publishing is essential, and it’s here to stay.
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