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While publishers recognize Facebook’s value as a traffic referrer, many emphasize the platform’s value as a tool for feedback that can help improve not only their social media strategies, but also the way they source, develop and tell stories.

Fans are the best resource for spreading news, and therefore, video content. You know the ones: the die-hard followers on Twitter and Facebook who are always the first to comment, respond and retweet. Make sure they feel special — send your video to them directly before it goes live on your site, and make sure to emphasize their exclusive VIP access. Encourage them to share it with their followers soon and often.

Social media is attractive to small businesses because of its perceived price. You can set up a new blog, fan page, video site, and Twitter account without paying a dime. There’s no expensive software, or costly media buys. However, even though there’s a low price tag to enter the game, social media is far from free. It requires time, energy, and effort. It’s a never-ending commitment to create interesting content, listen to conversations, and respond.