David Kaplan of PaidContent.org writes Thursday about how CNNMoney.com is now using its partnership with LinkedIn in an attempt to keep readers and viewers on its site longer.
Kaplan writes, “But the most practical aspect of the arrangement is the hope that readers stay on CNNMoney longer and visit more often. ‘The second layer of all this, is an attempt to find out how do we make news more serviceable,’ Peacock. In other words, social media means ‘higher engagement metrics’ to advertisers, and LinkedIn’s reach— it will promote CNN Money to its members — certainly can’t hurt.
“LinkedIn, which claims 85 million members, has been partnering with media outlets such as BusinessWeek and CNBC, for years. But it never was able to get a big boost out of those partnerships. CNNMoney, with its 13 million monthly users, believes that it can turn its relationship with LinkedIn into much more than a one-off partnership between a news organization and a social network.
“For one thing, the timing could hardly be better, as the job market is appears to have thawed a bit (though that could be temporary). Management-level job seekers are among the groups the ‘100 Best Companies To Work For’ is aimed at.
“When a reader clicks on one of the ranked companies, the LinkedIn widget not only shows them others in the network who work for that particular business — possible job references? — it also provides information on the human resources staff.”
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