World Association of Newspapers and News Publishers


New roles for editors with social media

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

New roles for editors with social media

IPC Media owns more than 60 publications and digital properties. Its brands draw more than 26 million unique monthly visitors a month, she says.

“People always ask me, ‘how to run a Facebook Page?’ ‘What apps should I be using?’ ‘What data should we be tracking?’ While these are all valid questions, we should start with why, and a sense of purpose. How does your business sustain itself? What is your bottom line? What do your customers want? How can you help them? Then we talk about how platforms and technologies can help.”

Ma shared three trends and examples of each that she believes are highly relevant to publishing businesses:

  • Editor as curator: NME is the company’s music weekly that reaches more than 1 million music fans each week. Last year, the editor wrote about her favourite song that changed her life. It started as a series of blog posts, “and we asked our audience one simple question – tell us the one song that changed your life. The blog post generated over 13,000 tweets and people are still talking about this today.” NME then published a special edition on "The Record that changed my life" and it quickly became one of the magazine’s best selling issues of all time.

“Social Media cannot be a useful standalone proposition,” she said. “It’s most powerful when integrated to deliver a purpose for business and for your audience.”

  • Editor as brand: Ma said Arianna Huffington is a perfect example of the power of a person as brand, multiplied by the power of social media. Although she might not be really considered an editor, Huffington is the face of Huffington Post. “She has enabled users on Facebook to subscribe to her profile and has acquired more than a million subscribers.”

Ma said IPC partnered with Facebook and launched the subscribe button for its Web Editor on NME. As a result, more than 41,000 followers might potentially see an update from the editor. “This blurs the boundary of personal, social, and brand, creating an exciting world of opportunities and challenges for us,” she said.

  • Editor as marketer: Ma admits this is perhaps the most controversial trend. Goodtoknow is the UK’s largest woman lifestyle website. It offers a mix of content across recipes, money, family and well-being. Goodtoknow was started as a web online brand, and the company used its digital insights to create a print presence. Since June, the company has experimented selectively on Facebook Open Graph integration, which allows readers to interact with the site’s recipes.

In July, IPC extended this project to its mobile optimised website and the company was able to track usage. Within three months, more than 13,000 recipes were saved, driving quality traffic back to the site.

You may download Ms Ma's presentation on slideshare.

Author

Dean Roper's picture

Dean Roper

Date

2012-09-04 16:25

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