4th August 2016

Economist holds back tweeting

The social media team are posting a lower volume but higher quality of tweets.

In 2015, 15 different tweets were written about each article published by The Economist.

This has been streamlined to between just five to ten tweets per day.

Each new article now gets between three and five tweets.

Denise Law, community editor at The Economist, said: “We had a hunch that we were wasting time churning out tweets.

“When we started doing social media a few years ago Twitter was very much a thing, so the number of accounts we started was very much supply driven.

Following an audit in March, the title found that their tweets were generating next to nothing in reach and traffic.

Law went on to say: “We need to balance being lean, efficient and high quality, you can’t do that when you’re writing 15 tweets per article.

“We can’t be everywhere, the goal isn’t scale. But we know we need to diversify."
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