Social Str@tegy: Was social media part of the strategy from the beginning?
Elko: Our social media strategy was simple. We recognize people consume and discuss news and issues on social media, so we wanted to facilitate as much as possible. Again, its about user experience.
I’m a big advocate of using social media to replace traditional commenting systems - letting people discuss the news with their own network of friends. This also has the benefit of adding a layer of accountability to what people say. If you want to be an ass or engage in a flame-war, fine, do it in front of your own audience, your social network, and spare the rest of us. Additionally, facilitating the ability to push content to social networks increases our reach and distribution.
Right now we’re focusing on Twitter and Facebook. We have ideas to not only enhance the interaction with those sites, but to move into smaller, emerging networks, like Tumblr and mobile applications, as well.

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