Tag Archive Distribution channels

ByPhilip Passman

Social media network as a distribution channel

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I remember researching on an assignment topic, for a challenging module (Strategic management and Planning) during my time in university. Students were required to come up with ways to help brands in the cartoon industry with high amounts of customer loyalty, however, faced with longevity issues. For example, Barbie and Ben 10. My solution was to extend distribution channels from the traditional cable channels on TV such as Cartoon Network and Disney channel to online streaming platforms that serve the same consumers such as Netflix, NowTv and Amazon – on the hypothesis of reaching a wider audience.

I never imagined social media acting as a distribution channel just like the radio, Television and online streaming platforms? The increasing importance of social media network has prompted businesses to re-think their strategy. Social media platforms like Facebook and Twitter are beginning to serve as an alternative distribution channel for major companies, as more partnerships are being formed and deals being struck. In September 2017, the NFL partnered up Facebook to distribute highlight and recaps on the social network and delivered 10 games live on Twitter in 2016. This is similar to watching Premier League matches live on Facebook or Twitter.

Also, In China, a three-year partnership with Tencent was announced. NFL live games including the super bowl and playoffs will be available for fans to access on the NFL section. This goes beyond social media platforms simply serving as a promotion tool for brands, Social media is being modified for major brands to serve as means for extended distribution outside their traditional audience broadcast.

Perhaps, in the future, we would see a more packaged social media? A premium member Facebook account holder with monthly fees for access to watch our favourite shows or a premium twitter account which enables users to stream their favourite band concert.