It’s a pretty big multiple, according to Brian Madden, Executive Director of Audience Development and Social Media, Hearst Digital, and the opening keynoter on Day Three of the Social Media
Insider Summit on Captiva Island.
Madden showed an example of a Hearst initiative asking users to post and share images of some interesting takes on hot dogs. Madden
said the feature generated “20 shares,” which in turn, “generated 52,000 referrals on our site.”
“It just goes to show the power of a
share,” he said, adding that Hearst currently generates only 2% to 3% of its audience from social sharing, but plans to build that to 10% by year-end 2013.