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06.10.10
White Papers, Social Media Judged To Be Symbiotic
 By Doug Caverly
White papers and social media may seem to be at odds with each other at times; it can feel as if sites like Facebook and Twitter have shortened people's attention spans to the point that white papers are of little interest to anyone. Still, at least one expert thinks white papers and social media complement each other.
Jonathan Kantor, who's dealt in white paper marketing for more than 11 years, even went so far as to use the word "symbiotic" in the title of a recent article. In the body, Kantor then argued, "Social media complements white papers by providing a no-cost platform for businesses of all sizes to generate leads, build a vast network of followers and find new business opportunities."
He also wrote, "What is one of the best ways to build social media followers? Great content, of course! This includes items such as YouTube video links, audio tracks, podcasts, websites and yes, white papers. In fact, because of their unique and highly valued educational nature, white papers rise to the top of the list as one of the primary ways to generate attention and build your list of Twitter, Facebook and LinkedIn followers."
This is definitely something people who deal in white papers should keep in mind. Using social media doesn't have to equate to a radical new approach; it can just increase the size of an existing audience and help people feel more connected to a company.
Of course, as Kantor mentioned in passing, the fact that the most popular social media sites are free to use is a benefit, too.
About the Author:
Doug is a staff writer for WebProNews. Visit WebProNews for the latest eBusiness news.
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