Video: How Farm Journal Uses Social to Fill Data Holes

Social media is a powerful though sometimes misused audience development tool, said Farm Journal VP of digital sales James Arnold during a recent Publishing Executive webinar. Engaging readers on social isn’t necessarily about achieving massive reach, but rather targeting known users and filling in the gaps in a publisher’s data set. That’s how Farm Journal approached growing its audience on Facebook a couple years ago. The publisher targeted known readers on the platform to upsell subscriptions or deliver marketing on behalf of advertisers.