2. Get serious about social media marketing.
Publishing organizations have been exploring social media for some time, but it usually is given a lower status compared to "real" marketing and e-commerce websites. Smaller organizations should think about flipping this hierarchy. Well-executed social media strategies are great democratizing tools that level the playing field. Smaller publishers can tweet just as loudly as large competitors. Social media may be a far more economical and pervasive way to get markets talking up your products than building a bigger website. Instead of funding the next bloated website redesign, replete with a panoply of questionable ancillary content, organizations might be better served by hiring savvy social media marketers and keeping their old-school websites to a minimum.