In the past 10 years social media has proved an important media for the publisher to connect with the audience BUT the issue here is that the publisher does not own that environment and therefore cannot charge an advertiser for the right to be there. In effect, this means that the publisher needs to find ways to bring that audience back to an environment where he can charge his advertisers for the connection with his audience.
There are two ways to move the audience to that environment
Links within the Social Media content that encourages people to visit and become an audience
Use the contact detail that you have to market and deliver your other environments
The first of these is vital if you want to really benefit from your social audience otherwise it’s an expensive resource with no direct revenue
The second is even more effective and Direct Marketing is the best way to do it effectively. Well thought-out and relevant DM is still the marketing media that creates action. The issue here is that you need their contact detail to do that and at the moment you only have the “name” of someone that is interacting with your brand on SM.
This is where you introduce squeeze pages into your strategy. Something that allows you to collect contact information (and more info later) that enables you to drive that DM strategy to deliver an audience for your advertisers.