How Publishers Are Crafting Their Ello Strategy | Contently | Public Relations & Social Marketing Insight |

Ello may consider itself a place where brands are unwelcome, but publishers are already starting to set up shop on the most viral social network since Snapchat burst onto the scene in early 2013.

As it rides a wave of anti-ad and anti-Facebvook sentiment, it still remains to be seen whether Ello is the next GM or the next Tucker Corp. Nevertheless, brands like Newsweek, The Wall Street Journal, CNET, Adweek, The Guardian, Salon, The Independent and re/code are already staking a claim on the platform with new accounts delivering modest streams of content.

For publishers, adopting a new platform requires staking time and resources. So how does a news operation hedge that bet when it comes to a new social platform with plenty of buzz but an uncertain future?...