How Raycom Media Increased Social Referral Web Traffic 8X Per Day
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Raycom Media used Shoutlet to enhance social media referral traffic for their 53 TV stations, achieving an 8x increase in web traffic referrals per day. By centralizing their social media management and optimizing high-performing content, they successfully aligned their digital teams and increased both engagement and revenue opportunities. Shoutlet's enterprise-class platform enabled efficient syndication and analytics, crucial for maximizing audience reach and monetization.
How Raycom Media Increased Social Referral Web Traffic 8X Per Day
- 1. Shoutlet, Inc. 2014 • v14.01 shoutlet.com • facebook.com/shoutlet • twitter.com/shoutlet NATIONAL MEDIA COMPANY INCREASED SOCIAL REFERRAL WEB TRAFFIC 8X PER DAY RAYCOM MEDIA USES SHOUTLET® TO DRIVE REVENUE FOR NEWS WEBSITE PROPERTIES VIA INCREASED WEBSITE REFERRALS GOAL TO ACCELERATE GROWTH OF REFERRAL TRAFFIC FROM SOCIAL NETWORKS TO WEBSITE PROPERTIES Broadcast conglomerate Raycom Media, who owns 53 TV stations in 37 markets, operates more than 750 Facebook and Twitter accounts. Even though Raycom has millions of social media f ans, value to them is measured by impressions, page views, and unique visitors to their website properties. Bigger numbers means bigger revenue opportunities. With that, Raycom Media looked to increase web traffic by leveraging their large social media audience. But the main challenge? Aligning their 53 digital content teams to publish the right content at the right time to ensure positive traffic trends. CAMPAIGN SOCIAL MEDIA CONTENT OPTIMIZATION Raycom Media leadership had already implemented an intelligent syndication program for social content, successfully increasing web traffic referral on a smaller scale. The team analyzed published content for performance and engagement across many of their social accounts. When the team identified a piece of high performing content, they re-routed the viral story back to all the news stations, so that each could publish the story, and take advantage of the trending news. With Shoutlet, leadership replaced several less efficient tools that had been previously stitched together. Collaborating in one centralized platform, all teams had access to built-in link shortening, click tracking, and enterprise reporting for insights into the high performing content for each station.
- 2. Shoutlet, Inc. 2014 • v14.01 shoutlet.com • facebook.com/shoutlet • twitter.com/shoutlet In our media world, life moves fast. Shoutlet gave me one system that replaced several less efficient tools I had stitched together. And I was able to accelerate the growth in referral traffic with no interruption in our workflow. Increased web traffic is necessary for a healthy revenue stream across our 53 TV stations. Jamie Sawyer Director of Social Media Raycom Media HOW SHOUTLET HELPED Raycom Media uses their Shoutlet Enterprise Account to manage their many layers of corporate, station, and talent social accounts. With Shoutlet, Raycom is able to empower many digital producers to share the high performing content and work in the same platform in alignment with other departments. RESULTS 8X WEB TRAFFIC REFERRAL LIFT PER DAY After executing the social media content optimization program using Shoutlet, the team successfully increased their web traffic referral from social media 8X. Increased page views, impressions, and unique visitors allow the TV stations to further monetize their website properties. The ability to execute the syndication program on a large scale allows the team to increase the volume of pages views, which opens up the opportunity for additional local and national advertising revenue. ABOUT SHOUTLET, INC. Shoutlet is a leading independent ent erprise-class cloud-based social marketing platform that enables marketers to publish, engage, and measure social marketing campaigns and activities on social media platforms such as Facebook, Twitter, LinkedIn, Foursquare, and YouTube. Its industry-leading, enterprise class functionality includes tools for social CRM, creative design, social listening, ads, workflow management, contest design and execution, and top-notch analytics for easy integration with the industry’s leading web analytics tools from Google Analytics, IBM Digital Analytics, Omniture, and Webtrends. Shoutlet’s SaaS-based model gives customers the control and flexibility they want and need, and is rooted in a strategic partnership that provides the necessary resources and counsel to execute successful social campaigns.