We need to think about social channels less as platforms for pushing content out, and more as opportunities to bring fans back in. Too much happening on others’ playgrounds. Put O&O back at the center of your digital architecture, and social is the means of driving them there.
Why it matters: It’s a little ironic that we put so much emphasis on platforms we have zero control over. Algorithms change. Consumers leave. Reach diminishes. There’s little we can do about it. We’ve shifted so much focus to social platforms that we’ve lost sight of a really important key: owned channels and first-party data. Social media is a shiny, public-facing and fun tool that’s a huge and important part of your digital strategy, but, social is a piece of a larger digital ecosystem.
The big picture: First-party data allows us to build smarter and more personalized marketing campaigns. And, more importantly, it allows us to drive long-term loyalty with our fans.
Bottom-line: It’s time to take back our relationship with our fans and focus on our owned channels and lead gen strategies as much as social. Your relationship with your audience is the most important thing you have. Own it.
