How The Economist has evolved its social media strategy

The Economist community editor Denise Law writes about how the magazine’s social media has evolved in the past two years.

Law writes, “When we expanded the social media team in the summer of 2015, our short-term goal was to post more, catch up with rivals and remind the world that we exist. However, we ended up devoting too much time to churning tweets that few people read.

“So we focused instead on producing high-quality social-media content, such as ‘vimages‘, shareable video and other new formats, as well as resurfacing evergreens and coordinating across departments to give important events a big push.

“We’ve achieved huge success so far, with social media helping to drive record engagements and traffic to economist.com this year.

“Yet an over-reliance on social media can leave us particularly vulnerable to sudden changes by platforms. Ultimately, we want people who find us on social media to come back to our website and apps, and to spend more time there.”

Read more here.