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Paid, Owned, Earned by Nick Burcher

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Chapter Three

Content hubs and communities

Building an owned media content hub

In an always-on world, brands have to be accessible to consumers around the clock. The traditional internet face was the website but, whilst this is still important, the social network profiles of brands are regularly sought out by consumers. Traditional web publishing (such as website or microsite creation) saw advertisers creating and then having to work hard to attract an audience, whereas official presences built on a social site can take advantage of ready-made building blocks, existing mechanics and the existing audience – creation is easier and audience can be built more quickly on a social network than on the wider web.

As a result, an owned media social ...

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