Social Media ... Where's the ROI?
When a user comments on an article, blog post or any other content, that comment resides on the Business Exchange site, but it also automatically populates into the user’s Twitter stream. This increases traffic and visibility for Business Exchange and saves the user the time of making a separate tweet about an interesting article or blog post.
A Twitter module also exists on every topic page of Business Exchange, which searches Twitter in real-time and populates with any tweets on that particular topic. This use of Twitter ties into the site’s focus on combining social media and content aggregation.
These are just five ways that publishers can monetize social media, among a myriad of other potential ROI-generating opportunities. Like any marketing initiative, it’s important to stay apprised of new developments and to test a variety of social media solutions. No single answer or strategy will make or break digital publishers in the age of social media.
“There’s a search for a so-called magic bullet in traditional publishing, a belief that there is a magic bullet where there isn’t one. There is no one business model that’s going to solve the inherent problems that most print publishers have; you’re going to need a machine gun loaded with bullets, and you’re going to have to fire all of them to get the job done,” Byrne says.
Britt Brouse is a freelance writer based in Philadelphia. A former senior editor at North American Publishing Co., she specializes in online and direct marketing. Contact her at BrittanyBrouse@Gmail.com.