1st
-Technology : This company is known for its great editorial product, and it should be. But the biggest surprise is [the role of] technology and openness in enabling us to grow so fast. … It’s the whole content management system that our team has that enables editors to do their own search engine optimization and [content] sharing right at their desks and to get updates on how well their stories are doing every fifteen minutes. We had one of our really strong editors here leave to go to another news organization, a very large newspaper, I won’t say which. When she was hired, everybody’s like, “Do that magic the way you did at the Huffington Post.” But without the technology, you can’t spread your wings the way that she was enabled to do here.
-Social advertising : One example is a terrific project we did with General Electric, where GE has this whole campaign on “healthymagination.” We allowed them to run advertising on anything tagged “wellness” across our site — they were looking for positive health information. We then created a special share bar for GE, and any time you tweeted that article or retweeted that article or shared it, the ad module would go with it. So when you shared it with your friends on Facebook, the GE ad module would go there. When you retweeted it, [you’d get] the hashtag “GE healthymagination.” … We’re trying to come up with the real metrics, but we believe that the reach of the campaign is far greater off of our site, as a result of the social tools on our site.
