Social publishing is, to me, a big part of what separates this generation and Web 2.0 from the last generation. Social publishing is the publishing of content by people and organizations. It is part of what makes internet communication back and forth instead of one-way. Anyone can start a blog, have a YouTube channel or share a Podcast and anyone can see that content and respond. Social publishing is very important in today's world because, without it, collaboration and brainstorming would be severely limited.
One really important way that companies can utilize social publishing is instant consumer feedback. News releases on Facebook can be liked and shared across the platform and everyone can leave a comment about what they think. Twitter can be retweeted and favorited and consumers can reply directly to the company with their thoughts. Another way is companies can use social publishing to their own marketing advantages. Say a small company has a new product that they think people will like, but they don't have the budget or the means to advertise as widely as they wanted. They can start small and as they grow larger they can expand, or they can publish the content on their own page and share it with a small group that they know would be interested. Members of that group then share the content again with their own groups of friends, followers, subscribers, etc. In turn those people share it and on and on and eventually a small company based in Australia can now reach potential consumers in Russia.
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