US: Facebook advertising a success for NYT
Posted by Rosemary D'Amour on November 26, 2008 at 10:14 AM
The New York Times is boasting a "successful" advertising campaign on social networking site Facebook, increasing their number of "fans" following the presidential election, according to the Nieman Journalism Lab.
An internal memo from Times president Scott Heekin-Canedy said that the goals of the campaign were to increase the company's number of Facebook fans, "raise awareness of NYTimes.com as an interactive news center, and engage the Facebook community in a conversation about the election outcome."
An internal memo from Times president Scott Heekin-Canedy said that the goals of the campaign were to increase the company's number of Facebook fans, "raise awareness of NYTimes.com as an interactive news center, and engage the Facebook community in a conversation about the election outcome."
The Times nearly quadrupled the number of fans on its Facebook page, exceeding its goal. The company placed an exclusive ad on the front page of Facebook, with a video of Barack Obama and an invitation for comments.
68.3 million people, according to the memo, saw the ad, and shared 34,000 comments. The Facebook application "free gift" was also included, and users shared icons with friends more than 400,000 times.
The Times' ad campaign wants to generate more fans and readers through a "free word-of-mouth network" that the Times will "leverage for future marketing messages," Heekin-Canedy said.
The Times now has a leg-up on the competition of newspapers "building a presence" on Facebook, with at least nine pages featuring sections of the paper. The Times, Nieman reports, is "sold on the oft-debated marketing value of Facebook."
Source: Nieman Journalism Lab
68.3 million people, according to the memo, saw the ad, and shared 34,000 comments. The Facebook application "free gift" was also included, and users shared icons with friends more than 400,000 times.
The Times' ad campaign wants to generate more fans and readers through a "free word-of-mouth network" that the Times will "leverage for future marketing messages," Heekin-Canedy said.
The Times now has a leg-up on the competition of newspapers "building a presence" on Facebook, with at least nine pages featuring sections of the paper. The Times, Nieman reports, is "sold on the oft-debated marketing value of Facebook."
Source: Nieman Journalism Lab
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