Social-media marketers are in the business of giving information away, or even paying people to access it, via discounts and other promotions, writes Sean Carton. Most brands should also be capable of adding a layer of premium social-media content that people would pay to access, he notes. "Reversing the open social-networking paradigm might, in certain cases, allow you to extend value far beyond the limited contact that you might otherwise have with your clients or customers," Carton argues.

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