Time.com is playing Facebook like a fiddle, growing its Likes by 44% to 5.4 million during the past three months – in the process outpacing the likes of BuzzFeed, The Huffington Post, and NPR.
The social network is currently the Time website’s third-biggest source of traffic. That traffic jumped to 20.3 unique visitors in May, up almost 6 million year-over-year.
How are they doing it? Digiday recently took a look at the Time Magazine Facebook strategy.
Posting More Stories: Time has increased its posting rate to 3 times per hour.
Word Length: Teases are concise, optimized, and to the point.
Expand Responsibility for Social: Editors are trained for social, particularly with headlines, and the social media editor title has been changed to audience engagement editor.
Find the Right Voice: “We don’t want to do really clickbait-y Facebook posts, because it’s just not what the brand’s about,” Time.com’s Edward Felsenthal told Digiday. “But we do want to tease.”
Weekly Analysis: New digital head M. Scott Havens has emphasized metrics and accountability.
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