Magazine article Folio: the Magazine for Magazine Management

Planning for Social 2.0: In a Q&A, New York Magazine's Adriana Nova Addresses What You Need to Know for the Second Stage of Your Social Strategy

Magazine article Folio: the Magazine for Magazine Management

Planning for Social 2.0: In a Q&A, New York Magazine's Adriana Nova Addresses What You Need to Know for the Second Stage of Your Social Strategy

Article excerpt

Social media has become the key source of referral traffic for media companies and content creators are constantly leveraging their presence on various platforms to invigorate their brands and enhance their communities. Here, Adriana Nova, associate director of social media for New York magazine talks about her strategy for engaging and interacting with a changing social audience.

FOLIO: How do you see social media engagement evolving?

Adriana Nova: I think we'll see both audiences and publishers hone their instincts for and approaches to pairing the right content with the right platforms. The first wave of the social gold rush was about optics, i.e. to see and be seen on as many platforms as possible to make the point that you were present whether it made sense or not. By now, savvy users and companies have discerned that staking a claim is only part of the equation. If you're not involved in the conversation in a way that is meaningful and relevant it needlessly saps energy and ROI. Loss leaders in social aren't generally sustainable, since maintaining an effective social presence takes significant time and resources.

FOLIO: Is the social audience changing the way it interacts with different kinds of content?

Nova: Similar to putting together a balanced financial portfolio, selecting products that align with your aims and means is key. Users have begun to figure out which modes of interaction and storytelling appeal to them most. That includes identifying preferences for how they'd like to interact with the institutional accounts they follow. …

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