Social Publishing

Social Publishing is the act of sharing information, reviews, and opinions with a community. Sharing can be done by both organizations and private individuals, in the form of Blog posts, Microblog posts, and media sharing. These channels are considered the social publishing zone and the currency of the channels is content, content includes any media that is shared on a social platform. Content shared by a commercial entity is considered a commercial message as it's purpose is to influence or persuade the reader or viewer. Alternatively, non-commercial content which expresses an opinion or provides unbiased information is considered an editorial message.
Even consumer generated content can be divided into two groups, organic and incentivized content. While organic content is created because of intrinsic motives, incentivized content's creation is influenced by some form of remuneration.
In order to increase exposure, organizations use search engine optimization (SEO) and social media optimization (SMO) to optimize content so that it is more visible within search engines and within social media platforms. SEO is used by search engine marketing (SEM) which is a used to promote websites via organic and sponsored means to increase the visibility of a site. SEM's tools are on and off site optimization, on-site is comprised of keywords embedded in the site. Off-site optimization is created by the number of other sites linked to a site. SMO is similar to SEM but within a platform, SMO also uses on and off site optimization.
Linkbating is another way that sites try to increase traffic and is done by carefully creating a hook in the title of a link. Many feel that this is an annoying tactic.
In the end, social new campaigns must target the correct community so that users engage with the campaign and share it with their connections.