The Economist to go Social in 2010

Interesting to see The Economist zigging while many competitors are zagging. The august magazine (or, newspaper as they would say) it launching an aggressive social media campaign to create deeper engagement with their readers and to attract new readers.

Tough to say if this will work but it seems a more promising strategy than (a) sticking your head in the sand and hoping the danger goes away; or (b) fencing in your content and limiting access only to subscribers.

The Economist newspaper plans to acquire 500,000 fans on Facebook and 750,000 followers on Twitter within six months, says the FT, calling it another sign that traditional publishers are looking to social media as a substantial source of web traffic and new readers.

The Financial Times’ report says that users of The Economist’s website will soon be able to log in to the site and make comments using their Facebook identity, through Facebook Connect. The website will also take on features similar to social networks, allowing readers to create profile pages and earn a reputation through other users’ recommendations of their comments on the site. (read the rest of the article here)