Time Magazine Harnesses the Power of Facebook

Per Lucia Moses’ Digiday analysis, the publication has nearly doubled its Facebook halo in the second quarter of 2014. So how did Time during that stretch outpace the likes (pun intended) of BuzzFeed and The Huffington Post?

TIMEFacebook

Moses says it’s complicated. The reporter lists five ways the magazine has managed to up Facebook in 2014 as a source of 16% of all traffic, a sizable increase from the five percent measured in the first half of 2013. And she notes that the gained knowledge is being compiled for future Time Inc. generations:

M. Scott Havens’ team takes a weekly look at what’s working on the site and what’s not, with plans to put those lessons in a handbook to be used across other Time Inc. brands. “We have been a very siloed institution, but we have had some successes, and what I’m trying to do at my perch is spread those rapidly across,” he said.

Love that lingo “siloed.” Indeed; any outlet that fails to get out of the silo these days is going to inevitably buy the farm.

Previously on FishbowlNY:
Time Inc. Senior Digital VP: ‘We are Not a Magazine Company’