Elena Zak of 10,000 words writes about how The Wall Street Journal is using a Facebook page to cover the initial public offering of the social media site and interviews Journal social media editor Brian Aguilar about the strategy.
Zak writes, “‘The story lends itself to Timeline because it extends over such a long period of time,’ said Aguilar. ‘This new Facebook page lets us bring that same WSJ coverage to Facebook users directly while spurring discussion around the company’s valuation.’
“It’s surreal to go through the timeline and see how many times in the last eight years Facebook has been on the front page of The Wall Street Journal.
“The page is its ‘own property,’ according to Aguilar. The team created a completely new Facebook page to avoid having updates on the IPO overwhelm its main WSJ page. It also gives readers the ability to choose to subscribe and get updates about Facebook’s IPO or not.
“The page is powered by a custom news feed featuring WSJ’s latest Facebook IPO-related news, Aguilar said. He also mentioned that the team is using Twitterfeed’s automated publishing service to push regular updates to the page. Editors monitor the page, keeping an eye out for any new developments.”
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