Gannett, the large digital and print media company based in the United States, was seeking audience growth during a phase of online publication experimentation. Gannett’s online editorial outlets were focusing on specific audience demographics, rather than general news.
After consultation with editors and senior project management, unconventional analytics were created and deployed to determine audience viability and identify active influencers that were neither paid or celebrity endorsements.
Audience pre-engagement and engagement strategies were then developed from this data , with a goal of driving traffic to Gannett’s sites from Twitter and Facebook. In addition, content keywording was development for Twitter, allowing a scheduled non-repetitive flow of story promotion to be pushed, following time of day peaks and chats relevant to story topics. When possible, story authors were engaged in effort to draw a new audience to Gannett from the author’s existing audience.