Categories: OLD Media Moves

How CNET links its video and social teams

Sahil Patel of Digiday writes about how tech news site CNET is linking its video and social teams to improve its readership.

Patel writes, “CNET has taken an integrated approach to its 25-person video team and five-person social team. A video producer works with the social team. The producer works with a social manager to determine which videos should be recut or entirely reshot for different platforms. Nearly every video produced lands on YouTube, where CNET has more than 1 million subscribers. Facebook is CNET’s fastest-growing social video platform. Facebook, where CNET has nearly 2.1 million followers, accounted for 62 percent of CNET’s social video views in November 2015, versus only 14 percent in September, according to Tubular Labs.

“‘Content will not succeed if it’s not in sync with the way that platform operates,’ said Lindsey Turrentine, editor-in-chief of CNET. ‘But because each platform is so different, we’ve had to create a much closer bond between our social team and our video team.’

“Across YouTube and Facebook, CNET is besting its top competitors by video views.”

Read more here.

Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.