Publishing

In the realm of social media, publishing means creating and sharing content—mostly written but also visual, auditory, and graphical—that is done in almost real time as part of what’s called a conversation. The content is shared with the intent of reaching an audience, and the platforms that do this best are probably Facebook, Instagram, and what’s now called X (for Twitter). LinkedIn has its moments, and TikTok is a great place for some.

But platform choice is just the start. Good publishing means knowing your audience inside out, using the right content type for the right moment, and leveraging conversation in a way that gets you seen and heard. That might mean using your local media center like a content calendar to keep your audience engaged.

It might also mean using a platform’s built-in analytics to figure out when your audience is most active and what makes them respond.