社交媒体能让《华盛顿邮报》返老还童吗？

    于杰夫•贝佐斯而言，矫正《华盛顿邮报》并不是一件容易完成的任务。这份报纸的年收入较2005年下降了39％。过去的十年中，工作日付费订户减少了接近一半，跌至48.1万。然而，尽管近年来遭受不少批评，但这份报纸的质量和声誉依然居高不下。现在的问题是，如何以更好的方式把恰当的内容推送给恰当的读者。

    这是社交网络始终面临的一个挑战。近些年来，像我们这样的社交媒体管理公司在解决这一问题方面已渐入佳境。鉴于一位数字领域的代表人物已接掌了《华盛顿邮报》——通过向数以百万计的客户随时提供他们想要的物品，贝索佐斯赚得了高达250亿美元的财富——这份拥有悠久历史的大报正面临一个千载难逢的机遇。它需要整合这些经验，为传统媒体开创一个全新的模式。

    本文作者瑞恩•霍尔默斯是社交媒体管理公司HootSuite的CEO，这家公司拥有700万用户，其中包括79家位列“财富100强”的公司。霍尔默斯每天都在跟Facebook和Twitter等世界上最大的社交网络并肩战斗，对于社交媒体、政府和大企业的交集有着独特的见解。（财富中文网）

    译者：任文科 

    Jeff Bezos doesn't face an easy task in righting the Washington Post. The paper's annual revenue is down 39% from 2005. Over the last decade, weekday paid subscriptions have been nearly halved to 481,000. Yet, despite criticisms in recent years, the quality of the paper and its reputation remain high. The issue now is finding better ways to get the right content to the right readers.

    This is a challenge that social networks have been confronting and that social media management companies like mine have been getting better at solving for years. With a digital native at the helm of the Post -- one who has made a $25 billion fortune by getting millions of customers the stuff they want, when they want it -- the paper has a golden opportunity to integrate these learnings and serve as a new model for the traditional press.

    Ryan Holmes is the CEO of HootSuite, a social media management system with 7 million users, including 79 of the Fortune 100 companies. In the trenches every day with Facebook, Twitter, and the world's largest social networks, Holmes has a unique view on the intersection of social media, government and big business.