World Association of Newspapers and News Publishers


The Facebook opportunity

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

The Facebook opportunity

Facebook has more than 800 million active users, with half of them on the network daily. Twitter also is a mammoth platform – websites that include a Twitter share button experience up to a seven-time increase in engagement.

"For the brands in this industry that have already done it, it is easy to find anecdotal evidence that there is significant advantage to using social plug-ins," says Beattie, who examines some of the practices that work well. These include:

  • Content. "What you have in this industry, and what others don’t have, is huge amounts of content," Beattie says. "There are people selling nappies (diapers) that are taking advantage of the Facebook opportunity. They don't have the same value of content that you have."
  •  Use photos and video, which increase levels of engagement by multiples.
  •  Treat social media differently than other communications channels. "It is two-way, to state the obvious, and that requires a different level of management."
  • Listen. "If you're going to a party, and see people in room talking at their audience, without listening and engaging with their audience, you quickly see people turn off. Learn by listening. Try to engage users in conversation. Do it quickly, don't do it in an impersonal and stodgy manner, use the personal opportunity this provides."
  • Don't use a blatant sales approach on social networks. 
Wnc digital rich_beattie
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Author

Larry Kilman's picture

Larry Kilman

Date

2011-10-14 13:46

Author information

The 71st World News Media Congress, the 26th World Editors Forum and the 3rd Women in News Summit took place from 1 - 3 June 2019 in Glasgow, Scotland.

In this blog, WAN-IFRA provides previews, interviews, summaries of the presentations and other useful information about the Congress.

Participants were also very active on Twitter throughout the event under the hashtag #wnmc19.

In 2011 the newspaper world gathered in Vienna, Austria for IFRA Expo 2011, 63rd World Newspaper Congress and 18th World Editors Forum.

This is the event's live blog.


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