02/01/2018

'Social Media' Is Not The Point - Advertising Is

Putting the 'media' in social media

The debate over whether social media companies are now publishers is not important. How effective they are for marketers is.

There’s been a lot of debate lately about whether social platforms should be called media companies and what their responsibilities are when it comes to policing content. But these discussions miss the point for marketers. Organic content is not relevant for brands.

To achieve meaningful reach on these platforms, you have to buy ads. And, for advertisers, the only thing that matters is performance. So the big question going forward is: can these platforms keep their audiences engaged? Before we answer that, though, let’s look more closely at the issues that currently have the industry up in arms.

Please select this link to read the complete article from Campaign US.