Cory Haik on the end of "spray and pray" strategy for newsrooms on social:

“If the era of early distributed media for publishers was to spray-feed everything, everywhere, the moment we are in now is more about being smart about how we create better relationships with platforms that are meaningful from not only an audience-reach perspective but also in terms of how we want to do great journalism and get an ROI from that journalism,” said Haik.

In short - experiementing is cheap, and worth doing, but at some point you have to focus your efforts on the platforms most likely to deliver a reward. There are now just too many for anyone - bar the biggest of publishers - to use all of them.


These are the sorts of issues we wrestle with on my Online Content Strategies Course - we're running it again in early October. Please join us.