Prime Advertising & Design Blog » Update: USA Today Redesign & Social Media Approach Brings Success

Update: USA Today Redesign & Social Media Approach Brings Success

Back in the first week of March I posted about USAtoday.com’s website redesign and new focus on integrating user tools to increase participation in their news stories and features … basically launching social media on the site. I was in favor of the move and it made me think about how important addressing your site’s approach and features is when redesigning. In allowing USA Today readers to comment on the new layout and tools from the Editor’’s note introducing the changes … the "haters" were on full blast. 9.5 out of every 10 comments ripped the site, claiming they wer USA today screenshot e leaving for CNN.com or other sites.

I saw that reaction as knee-jerk to change, not a true evaluation of the new approach and layout. Most people are against change of their old steady reliables, including their websites and news sources.

Well, I came across a post today from Pronet, What Social Media Did For USA Today, and it looks like the move has paid off quite well.

> New registrations: Up 380%

> Unique Visitors: Up 21%

> March User Comments: Over 40,000

Hard to argue with the numbers. I guess those devastated with change came back … or those interested in a better news site changed to USAToday.com.

Pronet’s post summarized it all very well:

Not only does this show the strength of social media and its ability to create community and engender user-engagement, but it also shows the versatility of the medium and its adaptability to any space, no matter how old or truly novel.

Well put.

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