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Audience Development Strategy Digital Publishing Trends Multiplatform Publishing Strategy

Time Magazine Facebook Strategy Intensifies

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.

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.

To read more about Time.com’s Facebook strategy, visit Digiday.

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By Amanda MacArthur

Research Director & Managing Editor

Amanda is responsible for all the articles you read on the Mequoda Daily portal and every email newsletter delivered to your inbox from us. She is also our in-house social media expert and would love to chat with you over on @Mequoda. She has worked with Mequoda for almost a decade, helping to evolve the Mequoda Method through research, testing and developing new best practices in digital publishing, editorial strategy, email marketing and audience development. Amanda is a co-author of our four digital publishing handbooks.

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Contact Amanda via email at amanda (at) mequoda (dot) com, @amaaanda, LinkedIn, and Google+.

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