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Article:

What You Can Learn From the

Social Media Crisis That Wasn't

By Ken Wheaton. Published on December 05, 2016.

Comment:

Interesting read, but Ken you missed the real story.

Had you not noticed that mainstream media, the one in trouble, is being by-passed by the new administration. They (the new administration) assume that using social media is talking directly to the people: who needs the press? So lets take it to the people. That is the real story but the impact of this is happening now. Your experience dovetails directly into that.

Advertising supports the free press and it is now under attack by millennials, (and Trump) who avoid traditional media in favour of new and social media, this includes cable TV as well. How do marketers control new and social media much less how do they promote their brands with it. 

Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers. Content marketing is also defined as a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action

 -- your article demonstrates this perfectly, you were caught in this new "web." It is increasingly difficult to know what is news and what is fake news.

What was really happening was influencers were using their social capital with your content. Using this approach is to find and cultivate customer influencers and give them something great to talk about as you did.

To do this effectively this requires a new concept of customer value that goes way beyond customer lifetime value or branding itself, which is based only on purchases. There are many other measures of a customer's potential value, beyond the money they pay you. For example, how large and strategic to your firm is the customer's network? How respected is she/he?

 Trump is fast becoming the world's most important influencer. With your misstep you got a taste of it, social media influencing (social content marketing using an influencer). President Trump use of social media is the real story and how it is picked up by all media, just as your story had. There is a revolution going on affecting traditional media, you had inadvertently touch on it, but missed the actual story. 

Using the Trump mantra, there is no bad news.