Mark Zohar, President and CEO, Viafoura
For more than a decade, digital publishers have had to make a trade-off regarding social media. Social platforms promised reach, scale and frictionless distribution. In exchange, publishers ceded control of audience relationships, data and, ultimately, trust. Today, that bargain is not working.
Social media is imperfect. Feeds are flooded with bots, synthetic engagement, misinformation and bad actors operating under inconsistent or nonexistent moderation standards. Platform incentives reward outrage and velocity over accuracy and context. For publishers — a group that relies on credibility — this environment doesn’t just feel misaligned. It actively undermines the trust on which journalism depends.
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