A Bandana-Wearing Rodent and A Staid Network
January 23, 2013
The company I work for can hardly be seen as “on the cutting edge” of anything. In focus groups, the words boring and slow come up almost as often as interesting and informative. And the work culture behind the scenes matches the product on the screen most of the time.
So when my boss asked me to look into a new social media product called RebelMouse and to investigate how we might use it to enhance our users’ experience at our website.
Basically, it’s a social media aggregation tool. At first look, you hook up your social media feeds (currently, it supports Facebook, Twitter, Instagram, Flickr, Pinterest, Google+ and Tumblr), and it creates a neat, infinitely scrolling display page of your tweets, posts, and photos. You can either send people to the page hosted by RebelMouse, or embed the page in your website using a WordPress plugin or a simple embed code.
At first, I was a little skeptical. While I saw the benefit of using this for organizations that traffic in news, our focus is on events coverage and, because of that, many of our social media posts contain the words “Live Now” or “Watch now,” which become useless once the event ends. But then we looked at Time Magazine’s Person of the Year announcement. Time used RebelMouse to aggregate social media postings about their Person of the Year, and embedded those posts in their site.
We decided to use RebelMouse for Inauguration, focusing on photos and videos. We wanted to give our users a behind-the-scenes look at Inauguration day in our nation’s capitol. We knew from prior events that people on our staff and the public at large would be tweeting photos of themselves on the National Mall, along the parade route, and at the Capitol and White House. We thought that users who couldn’t be in Washington for the event could get a glimpse of what it was like to produce and attend this enormous event.
So we worked with RebelMouse to develop an embedded site and widget that we hosted on our own site, and then we got to work choosing photos to post on the page and making sure we had a variety of viewpoints and media. We linked prominently to the page from the top banner section of our homepage, and we promoted it heavily during our TV coverage of the Inauguration events.
So… was it a success? It’s hard to say. From an editorial standpoint, we thought it performed exactly as we had hoped it would. We got great pictures from our camera crews, producers, and viewers, and the RebelMouse feed was constantly updated through the hard work of our Developer-turned-editorial director of the project and our Vice President, who chipped in for breaks and evening coverage.
By traditional measures, however, we were less impressed. Our page views were mediocre and we did not get a lot of feedback from users or other staff. But we were encouraged by how quickly we were able to implement the tool, and are looking forward to trying some different promotions and link wording in the future. Overall, we’re calling it a success.
Hopefully our users will see it that way too.