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How The LA Times is winning with social media – TNW Social Media

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Surprisingly, newspapers are paving the way for using social media effectively. That theory has come true, as a recent case study published by the Nieman Journalism Lab shows how the LA Times has embraced social media alongside a smart SEO strategy, to bring its traffic numbers through the roof. It’s implemented a new social strategy that included Facebook commenting and a higher emphasis on the blog section of its site that has seen readers more engaged, and their visits increase at a time when other, larger, rivals are seeing a decline in traffic levels.

In March this year it saw 160 million uniques to the site, compared to 189 million in May. And this compares with a year on year increase of 5%, when the New York Times saw a decrease of 18.8%.  So what’s the secret sauce and what can we learn from it?

If you’re going to blog, do it well

When the concept of blogging first emerged it was a huge talking point and a must-have on every online marketing strategy. Newspaper blogging is an essential part of most strong social media strategies, for how it can make your site a living, breathing extension of your brand and also the value it can drive in SEO. This consideration should be secondary, but it’s still important.

The LA Times has shown that if you’re going to have a blog, you need to do it well and dedicate the time and resource it needs in order to work. In the traffic report on the Times, the managing editor discusses how it’s changed the blog section on their site to include reports and mirror longer style articles. He explains how it ensures fresh content on the site, that is more informal and conversational in manner.

He says “Most of our blogs are reported stories…What we’re seeing is big increases in our blogs, and that’s where a lot of the breaking news is.” A quick look at the blog section on the site shows the extent of information available here.

via How The LA Times is winning with social media – TNW Social Media.

Written by Kees Winkel

August 20, 2011 at 11:25

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