Inside Forbes’ Lean Approach to Creating Stories for Social Media
With social platforms sending only a piddling amount of revenue back to publishers, some media companies are rethinking the idea of hiring costly platform-specific editorial staffs. The days of those 10-person Snapchat teams may be numbered.
Take Forbes Media. As an independent publisher, it doesn’t have other properties to share costs with. In 2008, it consolidated its print and digital staffs. Today, Lewis D’Vorkin, Forbes’ chief product officer, has applied that same thinking to how Forbes creates articles and videos for social media.
Forbes has a team of seven led by Shauna Gleason, director of social media. Formed over the past six months, the team has platform-specific experts who collaborate with the rest of editorial, including design and video. With only seven people, the social team can’t create with all Forbes’ social content on its own, so sometimes they act as assignment desk, coming up with platform-specific story ideas and working with staffers to create a story for a given platform.