In a survey of 103 publisher executives by Digiday this February, 42% said that Facebook has been an effective platform to grow their audience while 25% said the same about Instagram. Meanwhile, 20% of respondents found Twitter a capable platform to develop fresh audiences. One-quarter of survey takers said social platforms were not adequate tools to grow their international audiences.

“Facebook is great to cultivate new communities and grow interactions with your brand, but the days of it being a chief driver of organic referrals are largely over,” said James Dickens, global editor-in-chief of U.K.-based Goal.

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