????于杰夫?貝佐斯而言，矯正《華盛頓郵報》并不是一件容易完成的任務(wù)。這份報紙的年收入較2005年下降了39％。過去的十年中，工作日付費訂戶減少了接近一半，跌至48.1萬。然而，盡管近年來遭受不少批評，但這份報紙的質(zhì)量和聲譽(yù)依然居高不下。現(xiàn)在的問題是，如何以更好的方式把恰當(dāng)?shù)膬?nèi)容推送給恰當(dāng)?shù)淖x者。

????這是社交網(wǎng)絡(luò)始終面臨的一個挑戰(zhàn)。近些年來，像我們這樣的社交媒體管理公司在解決這一問題方面已漸入佳境。鑒于一位數(shù)字領(lǐng)域的代表人物已接掌了《華盛頓郵報》——通過向數(shù)以百萬計的客戶隨時提供他們想要的物品，貝索佐斯賺得了高達(dá)250億美元的財富——這份擁有悠久歷史的大報正面臨一個千載難逢的機(jī)遇。它需要整合這些經(jīng)驗，為傳統(tǒng)媒體開創(chuàng)一個全新的模式。

????本文作者瑞恩?霍爾默斯是社交媒體管理公司HootSuite的CEO，這家公司擁有700萬用戶，其中包括79家位列“財富100強(qiáng)”的公司。霍爾默斯每天都在跟Facebook和Twitter等世界上最大的社交網(wǎng)絡(luò)并肩戰(zhàn)斗，對于社交媒體、政府和大企業(yè)的交集有著獨特的見解。（財富中文網(wǎng)）

????譯者：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.