Cross-Platform Assigning

1
Cross-Platform Assigning

• Case study Miscarriage
• --Starts with content idea, platform follows
• -Miscarriage is a tricky topic for us tons of
  search but not necessarily right for print
• -Timing is key for social
• Many issues to consider
• Pay print rates or web rates?
• How to strike the right tone with stories and
  design?
• Deal with all kinds of pregnancy loss or just
  miscarriage?
• How to integrate social media?
• How to stoke conversation, not just drive
  pageviews?
• How can editor, reporter/writer, videographer
  work together?
• Use uncomfortable footage?

2
Online Hub http//www.todaysparent.com/miscarriag
e-pregnancy-loss/ -Special design integrated
reporting, video, service, social (optimized for
mobile too) -Researched community to choose
design themes
3
Twitter http//www.todaysparent.com/pregnancy/pre
gnancy-and-infant-loss-awareness-day-twitter/ -Ga
ve over our Twitter account for the day (500K
followers) with special banner, pinned
tweet -Partnered with Twitter Canada, got word
out the night before -Put a lot of thought into
babyloss hashtag -Script written beforehand,
with real-time response too -Editor worked as
co-moderator with social media editor -Not all
links, retweeted content from other brands too
4
Response -Average time spent 13 minutes
(double site average) -Retweets up 750 We may
repurpose some content for in-book but for now we
are 4 on Google SERP so feel satisfied we are a
resource for those looking for info. Twitter
sent to their entire team, and said theyd never
seen a media brand do something like before.