“With the legacy social networks crossing the decade mark and prioritizing monetization over organic reach, it’s time for brands to reevaluate their approach to Always-On content.
For example, “National Doughnut Day” shouldn’t be part of your content strategy this summer, unless your company sells donuts.
Instead, audience insights, corporate priorities, time of year and publisher format should all inform your editorial calendar and your paid promotion plan to ensure the right consumers will see your content.
Every action should generate measurable awareness or drive conversions beyond the vanity metrics on the mainstream social media channels.” —Greg Swan, space150
I’m quoted in Minnesota Business: 5 online best practices for businesses
May 6, 2015
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