eMedia Vitals, the recognized authority on digital media, is pioneering a new way of creating B2B communities online. Instead of creating its own social network, it is integrating conversations from a variety of social networks in real-time with the proprietary content and curated news coverage published on its website.
“Valued content fosters connections and sharing, but users want to talk to people they know, not other readers of the site where they are commenting,” said Prescott Shibles, CEO of eMedia Vitals. “We wanted to capture the full breadth of the discussion happening out in the social ether so that our readers could engage in whatever way they wish.”
eMediaVitals.com’s content “river” now integrates social media comments with its content to give users a look at the conversations surrounding articles, blog posts and topics. By integrating social media APIs, users can see what’s been said on Facebook, Twitter and LinkedIn about any piece of content on the site. This feature aims to create a hub of media professionals who share their questions, thoughts and solutions on the site—and other social networks.
“Aggregating conversation benefits everyone involved,” said Mitch Speers, eMedia Vitals’ chief operating officer. “It benefits eMedia Vitals because it allows us to benchmark editorial content based on our readers’ interests. It benefits vendors, because they can extend their expertise while reaching qualified audiences. And most of all, it benefits our users by giving them the power to influence content types, and to initiate— or jump into— educated conversations with colleagues and vendors alike.”
Users also benefit from being able to sign in with their social network of choice, eliminating the hassle of remembering another password or being asked for the same information repeatedly.
“The goal of this effort is to be a living experiment where media professionals can see a different way of engaging a community, one without the risks of a vocal minority revolt like the one happening on Digg right now,” said Shibles.
eMedia Vitals reaches more than 22,000 magazine and newspaper professionals and is the official content provider for the Magazine Publishers of America (MPA), American Business Media (ABM) and the global magazine association International Federation of the Periodical Press (FIPP).
For more information, contact Katherine Heisler at (917) 675-5907.