World Association of Newspapers and News Publishers

Facebook increases newspapers' online traffic

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

Facebook increases newspapers' online traffic

Sanda Jakob from Swedish Helsingborgs Dablad talked about how their local newspaper uses Facebook on a daily basis. A main tactic is to take a lot of pictures and post them on Facebook. At the newspaper, there is an editor who regularly interacts with Facebook users and discusses personal issues and answer questions about relationships etc.

Every morning they send out a greeting to the community and users share what they are going to do that day. One of the results of this conversation is that the newspaper gets to know what is happening “out there”. They also get good contacts with the readers about the printed newspaper and other editorial content. Facebook has turned out to be an easy channel to communicate with the readers. 13 percent of the incoming traffic to HD is coming via Facebook.

Internally at the newspaper, there is a discussion going on whether the journalists themselves or the editor-in-chief should be in charge of the Facebook communication. Sandra Jakob claims that at HD, all journalists can communicate with the readers over Facebook, and it is personally signed so the readers know with whom they are communicating.

Among the golden rules are to be curious about your fans! Dare to be yourself when communicating with them, know that it won’t be easy, and don’t fade out in your commitment. Find your own voice!


Malin Picha


2012-05-31 10:39

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