There’s a pretty simple explanation for this: The fundamental source of income for traditional media outlets and brands is to sell advertising space in exchange for exposure to an audience (via content).
When that isn’t your main source of income, “giving away” content is a lot easier to swallow, which is why automotive, drinks and fashion brands are so fond of social.
However, the smarter operators have realized they can use social media channels and tools—especially in real-time scenarios—to stay in their audience’s “consideration mix.” That is, when a consumer is considering between you and your competitors, he or she will lean more favorably towards you because of the value you have added elsewhere.
Here are five examples of traditional media using social media to help encourage consideration elsewhere (and increase general engagement).
Storify enables users to take the bits and pieces from a story as told on social media channels and create a “best of” summary.