It’s not news that social media has changed the role of the customer. People choose to be an audience now through following, liking, and subscribing to brand messages.
And while they can be extremely profitable, these new proprietary audiences are also easily lost. The problem: Companies still act like they own their audiences.
In this first chapter of AUDIENCE: Marketing in the Age of Subscribers, Fans & Followers, Jeffrey Rohrs defines proprietary audiences (seekers, amplifiers, and joiners) and explains why they should be treated like any other valuable business asset.
He also shares real world examples from:
- Bruce Springsteen: Why even The Boss says earning and keeping audiences is hard
- Netflix: What happens when audiences are viewed as assets
- Actor and comedian Joel McHale: Why keeping these audiences is about keeping up a healthy energy level in social media
