This month’s Community Manger’s Meetup was with Buzzfeed’s Editorial Director, Jack Shepherd. Here are my takeaways from the fireside chat:
– Started as a content lab to find out what people liked to share. New York Times study in 2010 defined 4 categories: Awe inspiring, emotional, positive or surprising. “They are the sharing experience” which is why they tend to share positive content more.
– In terms of Brand Identity, Jack said that Buzzfeed relies on their community to help them identify their brand.
– “Don’t be something you’re not.”
– In terms of social advertising: Keep testing. In the digital world it’s much more affordable to test different versions of content. Sometimes they think an article will do really well and it doesn’t so they make 5 or so different versions with different tweaks and test.
– As they’ve scaled, the biggest challenge Jack has faced with his team specifically is making sure the process that has made them successful stays in tact.
– “It’s a myth that people don’t read long-form content.” Agree! Surprised to hear from someone at Buzzfeed who are notorious for doing 24 cat pics make such a statement. I think we get caught up in the “click bait” web and it can create a bad experience. If you write quality content then it will be shared. Don’t succumb to the cliches. Unless you love cats… of course.