Content and distribution are the keys to brand building on the social web

Jonathan Perelman

Journal of Digital & Social Media Marketing, 2014, vol. 2, issue 1, 12-18

Abstract: Social media channels represent the new starting point in how people discover and share news with their friends online. The shift in media also means that consumers are at the top of the media value chain, and advertisers are in a sweet spot to create quality content that is both meaningful and shareable. But creating engaging content online is limited unless it has the right social platform to spread. This paper explains why content is king, but distribution is queen.

Keywords: social; social sharing; content; distribution; social web (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
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