Social Publishing. It sounds like a hipster cause to keep bookbinding alive, but it couldn't be further from that. Social publishing in the plainest of terms is any and every kind of online content generation. It can be anything from this lousy blog that until tonight, I hadn't posted on in nearly 2 years to a well organized fully integrated social media marketing campaign and everything in between.
Social publishing is an incredibly important asset. It allows you to market outwardly on a global level and accrue valuable market research for a very minuscule cost. Social Publishing has by far and away the most inexpensive CPM with a easily trackable ROI. Additionally, you can target small groups and large groups equally efficiently. You can push methods such as cause related marketing, direct response marketing and many more.
Companies can use this avenue to their advantage in a huge way. First and foremost, they can interact with consumers. I can't tell you how good it makes me feel to have a large brand like United Airlines or Nike respond to me after I sent them a message on twitter. It really made me feel like I mattered. And yeah it was probably some intern, but at the same time, it reinforces my brand loyalty with those companies that respond. It's also good for those companies because it allows them to get out a quick effective response to crisis situations if done well. That said it could also make a company look bad if they take advantage of a crisis situation. Companies have attempted to take advantage of disasters with, and pardon the pun, disastrous outcomes. It pays to be smart with social publishing. If you do it well, it can take you very far. It can even help take you to the Presidency of the United States. President Obama's push to the White House in 2007-2008 was largely driven through social publishing. It just goes to show how powerful social publishing really is.
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