Media companies primarily viewed social media platforms as important channels to drive traffic to their websites and apps by promoting and distributing their content.But the influx of social media platforms and video formats entering the scene have forced publishers to weigh how to treat those readers: build an audience that stays on the platform - or funnel them back to their owned and operated properties, according to conversations with heads of audience development and social at Bustle Digital Group, Vice Media Group and The Washington Post.
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