Financial Times on social networking sites

Good piece in the FT about social media by David Gelles.

David makes a number of important points:

Content providers cannot assume that users will seek out their content

Social networks are becoming massive engines of recommendation

Social networks are upending traditional editorial agendas

From the point of view of companies, this underscores why social media communications strategies are essential.

David says: ‘….it is clear that a new dynamic is emerging. Social networking sites are changing the way people navigate the information landscape and share and consume media’.

Companies need to be actively promoting their content on social networks and encouraging readers to distribute links to their friends and they need to be entering into relevant conversations about their products/services and markets. This cannot be achieved through advertising or through traditional PR.

You can read the full piece here.

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