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The New York Times on Social Networks

November 16, 2011 Leave a comment Go to comments

 The New York Times‘s presence on the web is huge, almost reaching  4 million followers on Twitter by the middle of November, having more than 30 Twitter accounts and tweeting constantly to their millions of followers. Meanwhile their Facebook  account has been favourited by up to 2 million people. Their LinkedIn account is not so popular, and it focuses mainly on their businesses. Besides, they have many blog pages (more than 30 also) they keep on their own, apart from their own webpage, a Youtube channel, another official web page, an account on Foursquare and a not too well mantained MySpace account.

The Times website is rated as one of the most popular websites online, receiving over 14 million unique visitors in August 2008, although at the moment the number is of 30 million unique visitors per month. (Wikipedia). This is what they say about being on the web (http://www.nytco.com/company/Innovation_and_Technology/DigitalInitiatives.html):

“The Times Company is an industry leader in innovation. We were the first among our peers to integrate our print and digital newsrooms. Similarly we were first to integrate our print and digital sales staffs, which gave us a stronger presence in the marketplace and enabled us to develop more focused and creative solutions for our advertisers. We were the first in our industry to create an R&D group, which has helped drive innovation across the Company by looking at trends in technology and consumer behavior. In turn that has resulted in new products and services and new alliances.”

According to their company web-page, http://www.nytco.com, The NYT Company includes more than “50 Web sites, including NYTimes.com, BostonGlobe.com, Boston.com and About.com. The Company’s core purpose is to enhance society by creating, collecting and distributing high-quality news, information and entertainment”.

As it has been already mentioned before,  the NYT is on different Social Networks, such as LinkedIn and Facebook. This is what they say about being on LinkedIn:

“NYTimes.com offers a customized headline feature with the five latest Times articles relevant to LinkedIn members based on their industry. This agreement extends NYTimes.com’s advertising targeting capabilities to more readers based on their non-personally identifiable attributes”.

And this is what they say about being on Facebook:

“Our goal in creating the Facebook profile page was to engage the large and influential Facebook audience with New York Times content and to encourage these users to be brand stewards of The Times – to “fan” our page and share their interests as reported in The Times with their Facebook friends. We remain one of the top “fanned” companies on Facebook, and we continue to see key engagement metrics grow: more Facebook referrals to NYTimes.com and more Times articles being shared on Facebook”.

Besides, as they say in there, they use the different digital networks, because:

“We see a future for device-independent media, with convergence around the user experience and not any particular delivery platform. Developing services that allow users to access content whenever they want, wherever they are and on whichever device they choose is an important part of our strategy. We want our readers to have easy access to our award-winning news and opinion, wherever they may be. The Times, the Globe and all of our regional newspapers have mobile sites”.

My WCP report will be organized in five different parts: In the first place I’ll analyze how the contents of the newspaper are advertised on social networks, in this case Facebook and LinkedIn. The views of Mayfield (2010), Susan Payton (2010) and Curtis Hougland (2009) among other experts will be taken into account to support our study. The second section focuses on the Twitter strategy, where the views of Douglas Idugboe (2011) and Jay Adams (2010) are considered. In the third place, I will look into the blogs of the newspaper. The oppinion of Merlin Mann (2008) will be taken into account. Fourthly, I will examine the official web-page and the youtube account and several other web-pages. Finally, together with some traffic and impact data, I will enumerate the main conclusions of the analysis.

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