BREAKING NEWS & VIEWS
Redbook’s Facebook App Finds and Celebrates Fathers In Your Life
Thursday, May 24, 2012
Redbook Father’s Day Appreciation app sits behind a Like wall on the social network, but once the visitor Likes the Redbook brand he or she can install the app and use it to identify fathers in their social graph. You can then post personalized messages of love or appreciation to them on your own Facebook page.
The app is designed to scour your social graph and render from it a list of people you know who are classified as fathers. In our experience with the app, the functionality can be a tad confusing. Once you jump through the right hoops in the right order, however, you get a list of people on your social graph that qualify as dads and can send them a personalized message. Of the scores of fathers on our social net, it found about six or seven on its own, but offers a search box for finding others. The idea is that the messages of appreciation or love can be posted to the recipient and to the sender’s wall as well. It gives Redbook a viral presence that invites sharing even among people who are likely far outside its typical demographic.
The users of the app can also see some of the postings made by others. Redbook plans to leverage this user-generated content in a feature for an upcoming issue of the magazine.
Hearst says that social presence has become an important source of traffic for many of its magazine branded sites, and so it is stepping up efforts around the social ecosystem. In April, two million site visits were driven by Facebook alone to Hearst. Its page and posting reach increased 30% from the previous month. Sharing from the Hearst magazine properties is also up 74% in Q1.
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