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Building great relationships with your social media fan base

This piece from Erik Flannigan is the fifth in a series of 10 posts about the future of the media industry contained in a report titled: Rebooting Media: The Digital Publishing Revolution for a Fully Social Web.

Q: How does the rise of Facebook change the relationship between media and its audience?
Facebook is a platform, not just a Web site, and it has created a public sentiment meter. In fact, sometimes there seems to be wild over-reactions to the sentiment expressed by the “Like” button. And many people might suggest that “Like” has created a currency of some kind. Whether it’s actually worth something or not remains to be seen, however. It may end up being the lowest possible of all audience benchmarks of interest. We don’t know yet. Some of our properties get modest traffic through Facebook; others get 75-80 percent of their traffic through Facebook. From my perspective, though, it offers a measure of sentiment, a measure of what is most socially relevant.

Q: What’s changed fundamentally about media with the rise of the social Web, and what do publishers need to do to adapt?
On some level, the social Web breaks down the walls for those who want to go there. Real people tell us how they feel in an unvarnished way, in an unfiltered way. There is a fan base that’s active on social media platforms that wants more, and that is looking for relationships with shows and personalities. That means we have to create more and more digital content, and it has to be content that can stand alone. If you want to build a fan base, you have to do this with content. And this has probably made us at MTV think more about marketing our shows all year long, not just at premiere.

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