For eBusiness & Channel Strategy Professionals (Length: 17 pages)

September 17, 2008

How To Leverage Social Media For Audience And Revenue Growth

Social Strategies For Media And Entertainment eBusiness

This is the fourth document in the "Reinventing Media eBusiness" series.

by Sarah Rotman Epps

with Carrie Johnson, Josh Bernoff, Jeremiah K. Owyang, Elizabeth Stark, Kate van Geldern

Executive Summary (This is a document excerpt)

The groundswell of consumers using social technologies poses both a threat and an opportunity for media companies. The threat has often been more visible than the opportunity: User-generated content diffuses editorial power. The immense popularity of social networking sites like Facebook introduces new competition for audiences' time and attention. The ability to share content freely on sites like YouTube and peer-to-peer networks like BitTorrent means that consumers can bypass official media distribution channels, eroding media companies' traditional revenue streams of ad impressions and purchasing or subscription fees. But media companies can use the same technologies and social trends that threaten their businesses to their benefit. By supporting audiences and their objectives with smart social media strategies, media companies can accomplish their eBusiness goals of increasing traffic, engagement, and resultant ad revenue. This report presents a how-to guide for media eBusiness executives to define a social strategy and model the return on investment of their efforts.

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