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Integrating social outlets drives feedback

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Alexa Wriggins started out in publishing selling ad space in the back of a magazine for stock brokers and financial pros in 1996. Now she's VP-audience development and analytics for IDG Consumer & SMB. Media Business: What are some recent accomplishments of your department? Alexa Wriggins: The best thing we've done in the past six months is make updates to our registration and comment process. We took the first step last year by implementing social sign-on. Users have the option to log in to our sites—PCWorld and Macworld—using Facebook, Google, LinkedIn, Twitter or Yahoo. In the second phase, we simplified the comment process, requiring fewer steps to get a comment onto an article. And we added new features such as the ability for editors and users to recommend comments made by other readers. It was a joint effort between the product, editorial and audience teams. The results have been fantastic. We have more comments on articles and a more meaningful dialogue with and between readers. MB: What industry issues are you following? Wriggins: I'm keeping a close eye on the impact of social and mobile because, as media consumption becomes more fragmented, it has implications for where and how we present our content as well as how we measure interaction.? MB: What are the big issues on your plate? Wriggins: Working with the editorial team, we continue to evolve our social strategy, which is something that we think about a lot at IDG Consumer & SMB. We know our biggest fans follow our brands on Facebook, Twitter or any place that we spend time curating a quality social experience. The challenge is that the social landscape changes quickly, and we are always evaluating the best way to allocate precious editorial resources.
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