Apr
10
2019
Companies are frustrated dealing with social platforms, too. They used to invest heavily in building bases of followers, thinking it would pay marketing dividends for years to come.
I remember airlines giving out miles just for following them on twitter or Facebook. What they didn’t realize at the time but seems obvious in hindsight is that it’s tough to make money long term on someone else’s platform. Instead of having an annuity stream of permission-based marketing, those followers are no longer free to communicate to. Platforms can charge to get a message out to followers companies have already paid to accumulate.
