Social Steering Editorial, More Than Ever
To some degree, are there any publishers not letting social media metrics steer editorial? They’re out there, obviously, but their ranks are shrinking fast, according to panelists at MediaPost’s Social Media Insider Summit. “Bringing in [social] analysis is a new thing for us, but it’s been working really well,” Robin Monheit, Senior Social Media Manager at Hearst Corporation, said on Friday afternoon. Individual editors are increasingly using social listening tools to determine, “what worked, what didn’t work,” and proceeding accordingly. Meanwhile, social measurement can take many forms, noted Mauria Finley, founder and CEO of Citrus Lane. “We do a bunch of quantitative social research, but sometimes we just ask [readers] what they want” -- and, according to Finley, that works well, too.