Per Lucia Moses‘ Digiday analysis, the publication has nearly doubled its Facebook halo in the second quarter of 2014. So how did Time during that stretch outpace the likes (pun intended) of BuzzFeed and The Huffington Post?
Moses says it’s complicated. The reporter lists five ways the magazine has managed to up Facebook in 2014 as a source of 16% of all traffic, a sizable increase from the five percent measured in the first half of 2013. And she notes that the gained knowledge is being compiled for future Time Inc. generations:
M. Scott Havens’ team takes a weekly look at what’s working on the site and what’s not, with plans to put those lessons in a handbook to be used across other Time Inc. brands. “We have been a very siloed institution, but we have had some successes, and what I’m trying to do at my perch is spread those rapidly across,” he said.