Subscribe
for just...
plus
Social media is not what it used to be. This, of course, shouldn't come as a surprise to anyone, but it does require us to rethink it. A couple of weeks ago, a number of social media teachers and consultants told me that it made no sense to them to distinguish between earned/organic social media and paid social media.
This sounds completely bonkers to me, since the difference between earned/organic and paid is one of loyalty and desire. A loyal customer (who desires your products) is far more valuable than one that you only reach by paying.
But are they right? When we look at it from the narrow perspective of channels like Facebook, have we reached a point where the effect of 'social' means that paid is worth more than earned? And in that case, are they right to say that in today's world, you should distinguish between them when defining your social strategy?
And even more importantly, do they have a point in saying that Facebook has 'never been better' exactly because of its increased focus on paid reach, which is often combined with a much more focused call to action? Is the disease also the cure?
This fundamental question is exactly what we will explore in this article. Is it time to rethink everything we think we know about social media?
Before we start to talk about social, it's important to explain the massive differences that exist between different types of business, and how that relates to how we choose to connect with them.
To do this, let's forget about social media and the internet for a moment. And let's discuss how different businesses use and connect with the traffic they get.
Register to try out Baekdal Plus completely for free for one week.
Baekdal Plus is your premium destination for trends and analysis for the media industry. Every year you get 25 reports about the future media trends, business and editorial strategies, monetization analysis and insights about how to use analytics specifically for publishers.
As a subscriber, you also get full access to all the Plus reports (more than 200) published over the past 8 years, as well as the ability to share what you read.
Yes, of course, please write to plus@baekdal.com and I will send you a regular invoice that you can pay via your bank. I will need your company name, address and VAT number (if within the EU). Also, please note that due to this process being manual, this will be for an annual subscription only.
Yes, please write to plus@baekdal.com for details. But for 25-99 users: the price is 20% off the subscription price ($79/year per user), 100+ users is a fixed price at $5,000 (for all combined).
Yes, please head over to Baekdal Media to read about consulting where I can help you with strategy reviews, trend and strategy reports, and strategic guidance for you media company or a specific publication.
Free for subscribers
...or full access for $12
Climate change coverage needs a different focus, otherwise we lose our audiences
Free for subscribers
...or full access for $12
Free for subscribers
...or full access for $12
Solve one problem, to solve all of them.
Free for subscribers
...or full access for $12
Churn is something you have to manage long before people even subscribe
Free for subscribers
...or full access for $12
Free for subscribers
...or full access for $12
When publishers want to engage with their audiences, are they really unengaging them instead?
Free for subscribers
...or full access for $12
Only about 15% of the public pays for news, so how we do convert the remaining 85%?
Free for subscribers
...or full access for $12
Free for subscribers
...or full access for $12
Personalization isn't a filter. It's a focus
Free for subscribers
...or full access for $12
Founder, media analyst, author, and publisher. Follow on Twitter
"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé
plus
plus
plus
plus
plus
plus