Inside LinkedIn’s ‘Underpants Gnome’ Publishing Strategy

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by: John McDermott | Digiday

For years, social media platforms operated under the conceit that if they could simply accumulate enough users, a business model would eventually present itself.

 

Now, publishers have adopted the same philosophy, posting their media (particularly their videos) directly to platforms such as Facebook and Twitter in the hopes that amassing an audience there will one day result in a revenue stream.

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