Social Media ... Where's the ROI?
5. Partner Up and Integrate
Both publishers and social networks alike are looking to increase social media’s profitability, and there is great potential in creative partnerships and content integration between companies. While many publications have integrated social media into their offerings, Businessweek is one of the first publishers to create multitiered partnerships with both LinkedIn and Twitter that add value and increase revenue potential for both sites.
“LinkedIn is the No. 1 worldwide professional network, and we’re all about serving global business professionals, so they’ve become a very natural partner for us,” Byrne comments.
BusinessWeek’s partnership with LinkedIn originated on BusinessWeek.com, where, if an article mentions Microsoft and several of its employees, for example, readers can click on a LinkedIn Connections widget under “Story Tools,” which opens a window highlighting the LinkedIn profiles of those Microsoft employees mentioned in the story. This allows readers to see how they are connected to the people mentioned in the article and potentially contact them.
LinkedIn also populates its company pages with links titled “more information,” sending users to BusinessWeek’s database of financial and personal data on private and public companies.
On Business Exchange, a button allows users to import a LinkedIn profile onto Business Exchange in seconds. This feature aims to increase registration for both sites and bring those coveted LinkedIn users who are early adopters of new technology onto the Business Exchange platform.
“Having more registered users … grows your database, and offers publishers the opportunity to interact with new audiences that they’ve never had before,” Wellman notes.
Finally, Business Exchange’s comment system is creatively integrated with Twitter. “We all know Twitter is really hot, and we decided that it would be helpful and a smart move to be the first major traditional media brand to fully integrate a major product with Twitter,” Byrne shares.