Having a successful social media strategy, whether it aims to reach a wider audience or drive more traffic back to the website, is crucial for any organisation who has invested heavily in their online presence. But how can publishers determine where to concentrate their efforts?
Frédérique Lancien, WAN-IFRA global advisory consultant, explained that publishers are too quick to jump on each and every platform in the chance that they might boost their brand, and they are missing great opportunities to connect with people in a more effective way.
“The important thing about social media is to understand your audience, personality, and assets first. Then you will know where you’re going, and the people will follow you because they understand your strategy.”