What is social publishing?

Social publishing by definition is the channels that allow people and organizations to publish content.1

We use these social media channels to publish every single day. They include things such as blogs, media-sharing sites, microblogs, and information and news websites. More specifically, they could be websites and channels such as Twitter, Facebook, YouTube, Flikr, Instagram, and podcasts.

Social publishing is very important to marketing in general but more specifically marketing in social media. These websites and channels are our main form of communication with our consumers. Without these channels social media marketing would not exist, it is so important to the marketing industry.

Marketing through social media is a vastly growing medium of advertisements and marketing material and that is because our social media exposure has also skyrocketed as technology becomes more accessible and improved. We spend a huge majority of our day mindlessly scrolling through our feed on all social platforms, what an amazing opportunity the marketing world has to capitalize on our exposure to these websites so many times throughout the day. I would be lying if I said I was not annoyed with the increasing number of ads that pop up on my Facebook feed but at the same time, will that ever stop me from using Facebook? Probably not. My addiction is already too far gone. So what a great chance for the marketing industry to make some money. I would argue that social media marketing is one of the most important channels for marketing because you are reaching the prime market of consumers. The younger generations of people and their parents. These are the people with the most money in our society right now and everybody loves to shop. By marketing through these social media outlets, you are taking advantage of a huge consumer market.

Companies and brands can benefit from social media marketing because they have such great opportunities to be exposed to their customers. One of my favorite marketing tactics is when you are searching for a pair of new shoes online from Nike and when you check your Facebook later that day, most of your ads are going to be centered around Nike and other shoe brands. When you use sites such as Facebook and Google, you agree within the terms and conditions (which nobody ever reads obviously) that they have the right to track your information and use it. This is so beneficial to companies and brands because they can see who is looking at their products and who they could be marketing to. By also making their ads follow you around on social media, it gives consumers the opportunity to purchase their items online which is very convenient if they don't want to leave the comfort of their couch. This has really changed the way marketing is done, you have to totally change the way you market online vs on the streets to people. They respond in different ways.

1. Social Media Markting 2nd edition by Tracy L. Tuten, and Michael R. Soloman