👋 Hi Reader,
I was going through my LinkedIn feed this week, when this post from Tyler J popped up.
Post from Tyler on LinkedIn
It got me thinking: What does the WSJ know about the bridge from journalism to social, that we don’t? And why now in the reverse direction from newsletter to social, when the social to newsletter funnel worked just fine?
There might be two missing pieces to this puzzle (and Tyler’s take) that might make sense when put together.
Trust builds faster when federated
Let's say you are an eminent journalist, and you have built trust within your own captive audience with your media outlet and newsletter. But your newsletter reaches only so many people, so social might help you amplify to other audiences, who have seen you write trustworthy long-form content before, but did not find you come up in enough places where they hang out on social.
The house wins, many times over
When a media outlet has individual tenured writers and journalists fan out to their individual audiences, the inherent association to the media outlet compounds over time. I have seen this play out with non-media companies too, with Buffer and Storyarb giving full license to their teams to play out on LinkedIn, which compounds the brand multiple times over, versus a single company-page strategy.
Talking Brad Pitt GIF
So its a win-win: journalist gets to build their brand, company gets brand mentions on auto-pilot.
Good to know. How to make this work for my brand?
Thought you would never ask. We have just the episode for you coming up on LetterStack, which helps you understand how to get your newsletter brand amplified on social. Can’t wait for it? Let us know by hitting ‘Reply’ on this email, or send a note to [email protected].
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