Chapter EightContent and Social Networks
People use social media to keep tabs on their friends, talk about their interests, learn new things, find cool events, music, ideas, products, and so on. Companies use social media to promote their services and products. Sadly, many companies think far more about the latter and less about the former, leading to a widening gap between the interests of these two groups. Plus, with networks like Facebook offering higher news feed priority to promoted posts (i.e., ads), the challenge of reaching a target audience with custom content and creating meaningful online relationships organically has become more difficult.
In this chapter we’ll push beyond hustling for Likes and Retweets and think more about how you ...
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