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Herding Cats by Michael Weiss, Andrew Rohm

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Chapter 5

If Content Is King, Then Distribution Is Queen

How to Manage Your Story Across Social Media

We previously argued that most brands risk failing with their social media strategy because they start with the where first—they adopt a platform-centric strategy rather than first defining with whom they want to engage and with what type of content. Well, now that you have identified the who (who you want to engage), the what (what you want to tell them), and the how from Chapter 4, now’s the time to focus on the where—those digital and social platforms that make most strategic sense for your specific situation, brand, or organization.

Yet be forewarned; this is not a simple exercise. You’re not just simply setting up a Facebook page or a Twitter ...

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