The term “social media” has evolved over the years, as advertisers jumped at a chance to better target audiences, at a low cost, with measurement tools that those who dabbled in linear TV could only dream of having. Marketers moved their budgets accordingly.
And the landscape looks different even now — the channels are fragmented, making reach less defined. Misinformation has also entered the chat and some of these social media channels have had to reckon with how their feeds foster bad behavior. The platforms have also had to answer some difficult questions: How do these channels weigh the responsibility of being a publisher, without taking credit for being so? How do these channels monitor the conversations in the rooms that they created?
Whether explicitly or implicitly addressing these questions head-on, some social media channels seem to be distancing their identity from “social media networks” to play up the positive aspects of their channels for users and ad spend. Marketers’ dollars are already harder than ever to attract, and they become even more so in a difficult international news cycle and a potentially contentious U.S. presidential election.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
The original post is at Marketing Archives – Digiday
Leave a Reply