Vía País capitalises on reshares to boost Facebook traffic

By Cielo Maguna

Head of Social Media

Vía País

Argentina

Connect

With the ongoing changes to Google's algorithms, the importance of social media has increased, particularly in relation to Facebook. In the past several months at Vía País, we have been developing an experience focused on traffic from this social network.

How have we done this?

By posting images along with links that redirect to articles published on our Web site.

With a news item in hand, the social media team works closely with the editorial team to create a graphic design that captures users' attention. They also craft copy that subtly captures interest without revealing the article's content.

Reshares on Facebook have increased since the social media and editorial teams started working together on improving them.

This way of working has significantly increased Vía País' traffic compared to the performance in the months before the trial. In this regard, the posts with the highest impressions and clicks published on the Vía País Facebook fan page turned the respective related articles into those most read on our Web site.

The same happened with the fan page for Vía Córdoba, one of our main verticals.

These numbers are just the starting point for a promising future of traffic growth

In our ongoing quest to maintain our position among the top 15 digital media outlets in Argentina, we have explored the functions of reshare and first comment on posts, which have yielded great results.

Just a few months ago, reshares were not a major source of traffic. However, in the last quarter, this trend has reversed. In this way, our social media team republishes the content generating the most traffic for us in the morning, at midday, and at night. We always consider what content might yield the best results based on the performance of the past 24 hours, week, or even month.

In conclusion, faced with a constantly changing landscape, Vía País continues to work toward discovering the most efficient ways to reach new audiences and ensure its content continues to find new meaning.

YOU MUST BE A MEMBER TO ACCESS THIS CONTENT

Become An INMA Member or Log In

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

About Cielo Maguna

Cielo Maguna is head of social media at Vía País in Argentina. Cielo can be reached at [email protected] or @Cielomaguna.

Related Articles