I know I haven’t used this site since going on haitus, moving it, and then carrying on my fashion work in a more low-key way. BUT! I am still/again/perpetually studying, so now I am gunning for my 2nd bachelor’s in Marketing with a Major (to be officially declare-able in the fall, whoohoo!) in Japanese. So, if you still follow this blog, please allow me to share the spoils of my studies.
Social Publishing- what is it, why is it important, who is benefiting?
Social publishing is, in essence, online content creation for an audience. Social publishing can be editorial, commercial, or even user-generated. This very blog is an example of user-generated social publishing. And, to a lesser extent, my prior posts could also fall into the editorial category. This stuff is everywhere; blogs, microblogs, microsharing sites, media sharing sites, news sites, ebooks, etc. Think blogs, Twitter, Tumblr, SoundCloud, YouTube, Amazon Books, and BBC News Online, to name a few. Basically, if you can share it, count it.
It is important because it is part of our every day and continues to increase in presence. Even the vast majority of traditional publications have an online presence, and this presence can only be successful amid the myriad of other online content if it can be socially relevant.
Consider the value of an article online, posting an opinion of a new restaurant that lacks any interactivity versus one that allows people to comment, share another opinion of the place, easily share it with the click of a button to social media or to their friends via email. The latter will see so much more traffic, and this circulation helps to make it a viable source of marketing much like its printed counterpart. If this same restaurant was reviewed in an unpopular or not widely circulated magazine versus a page in the food section of The New York Times , the difference in results would be parallel to that of the two online publications.
It can also attract our attention to things we may not as consumers be interested in otherwise. Perhaps you search for your favorite brand of lipstick and find out from a beauty blogger there is a much cheaper and equally great substitute. Bam, mission accomplished. Or even accidentally coming upon something new on the internet and finding interest in a new brand or topic. StumbleUpon has made a lucrative business out of creating a way for users to find new and potentially interesting content by browsing the web pseudo-aimlessly.
So who benefits from social publishing? Well, in my opinion, it is possible to find something for everyone (isn’t that the way of things here on the web?). Businesses can promote their own content or have incentivize people to share it for them, like web contests. Or, they can have people create content for them in a symbiotic relationship of social publishing, such as being an author at Buzzfeed. User-generated or independent creators can also benefit, not only by putting their work out there to potentially gain notoriety, but also can monetize their work by adding ads or affiliate hosting. As a user, we can all benefit if we choose to see it that way. The fairly open domain of social publishing allows us to possibly learn about something new, or even connect with people who have similar interests or feelings. (As a semi-retired blogger myself, I do love blogs- I may have a bias).
Although there are more pieces to the overall puzzle, I hope that at least provided some new information, or at least a new perspective, on this wacky thing we call Social Publishing.
What do you think? Did you learn anything new? (if anyone is still alive out there in my cricket-land, I apologize again, and sincerely hope this was an interesting read!)
Information for this article was taken from:
Social Media Marketing
Authors: Tracy L. Tuten; Michael R. Solomon
Publisher: SAGE Publications Pvt. Ltd
Published: August 2016