Le Huffington Post was launched at the end of January 2012, in association with the group Le Monde.

In September 2012, the website had 7 million unique visitors. The website is directed by Anne Sinclair; we interviewed Paul Ackermann, the editor in chief. BUSINESS ASPECTS Le Huff Posts goal in terms of traffic is to bring 1/3 of its audience through social networks. We saw that this proportion is almost acquired (20% today). The blowback of this kind of audience is its unreliability; they are not attached to one medium or news website. As a result 60% of visits consist of a single page view. Google is also a significant entry point for visitors, 18% of visitors come from a query on the search engine. Le Huff Post has the objective to reach a 30% of Google users. The newsroom wants to look connected. Thats why every journalist is asked to use social networks to promote and animate the community. To hire journalists, Paul Ackermann googles candidates names to spot good practices on the web. There are not guidelines written in stone, because the staff is recruited based on a certain expertise. Besides, the French team can take for example on the US newsroom which is recognized for being highly specialized. EDITORIAL ASPECTS The editorial strategy is meant to meet 2 orientations: traffic generation and brand promotion. Le Huff Post uses social networks as a publishing platform. But they have different ways of proceeding on Facebook and Twitter. - On the first one, they dont post every article; they select potential viral posts and promote them. To avoid bludgeoning, the newsroom spaces publications out by 30 minutes. To catch their specific audience, they encourage multimedia contents mixing text information and videos or graphics. - On Twitter, their activity is compulsive; we could observe almost 80 tweets per day. Even though tweets are manually posted, it is more a top-down approach due to the low interactivity with Twitter users. Lauren Provost (Traffic and Trending Editor) is charged of using social networks as a monitoring tool by creating contents related to the trends. The aim is to develop an expertise and to offer some added-value topics about social networks. TECHNICAL DIMENSION Social netwkorks widgets are present at the top and at the bottom of every article. This is a classical use of social networks to share news on Twitter, Facebook and Google+. The your community tool allows to interact with friends and the newsroom on many platforms. The news website promotes most reads articles which have a great potential to go viral on social networks. On some articles we can see the Popular on Facebook badge or the Trending on Twitter badge; this indicates a content that is tailored to please an audience looking for trending topics circulating on social networks. All those tools are created by the American IT team. There is not much room for freedom because some of those widgets are imposed. The French team is just applying the US Huffington Post recipe. From the beginning, Le Huff Post had to hunt for a volatile audience which was on social networks. Thats why they favored shared out news. But with the community does not appear to become faithful, it has to be more interaction and participative journalism. The issue of SEO encourages tailored news while there are rising concerns about quality and legitimacy. In a way, the partnership with Le Monde is meant to correct this reticence. This illustrates the need to collaborate with traditional media. In this way, being a digital media doesnt give a decisive advantage in this ecosystem.

Le Huffington Post was launched at the end of January 2012, in association with the group Le Monde. In September 2012, the website had 7 million unique visitors. The website is directed by Anne Sinclair; we interviewed Paul Ackermann, the editor in chief. BUSINESS ASPECTS Le Huff Posts goal in terms of traffic is to bring 1/3 of its audience through social networks. We saw that this proportion is almost acquired (20% today). The blowback of this kind of audience is its unreliability; they are not attached to one medium or news website. As a result 60% of visits consist of a single page view.

Google is also a significant entry point for visitors, 18% of visitors come from a query on the search engine. Le Huff Post has the objective to reach a 30% of Google users. The newsroom wants to look connected. Thats why every journalist is asked to use social networks to promote and animate the community. To hire journalists, Paul Ackermann googles candidates names to spot good practices on the web. There are not guidelines written in stone, because the staff is recruited based on a certain expertise. Besides, the French team can take for example on the US newsroom which is recognized for being highly specialized. EDITORIAL ASPECTS The editorial strategy is meant to meet 2 orientations: traffic generation and brand promotion. Le Huff Post uses social networks as a publishing platform. But they have different ways of proceeding on Facebook and Twitter. - On the first one, they dont post every article; they select potential viral posts and promote them. To avoid bludgeoning, the newsroom spaces publications out by 30 minutes. To catch their specific audience, they encourage multimedia contents mixing text information and videos or graphics. - On Twitter, their activity is compulsive; we could observe almost 80 tweets per day. Even though tweets are manually posted, it is more a top-down approach due to the low interactivity with Twitter users. Lauren Provost (Traffic and Trending Editor) is charged of using social networks as a monitoring tool by creating contents related to the trends. The aim is to develop an expertise and to offer some added-value topics about social networks. TECHNICAL DIMENSION Social netwkorks widgets are present at the top and at the bottom of every article. This is a classical use of social networks to share news on Twitter, Facebook and Google+. The your community tool allows to interact with friends and the newsroom on many platforms. The news website promotes most reads articles which have a great potential to go viral on social networks. On some articles we can see the Popular on Facebook badge or the Trending on Twitter badge; this indicates a content that is tailored to please an audience looking for trending topics circulating on social networks. All those tools are created by the American IT team. There is not much room for freedom because some of those widgets are imposed. The French team is just applying the US Huffington Post recipe. From the beginning, Le Huff Post had to hunt for a volatile audience which was on social networks. Thats why they favored shared out news. But with the community does not appear to become faithful, it has to be more interaction and participative journalism. The issue of SEO encourages tailored news while there are rising concerns about quality and legitimacy. In a way, the partnership with Le Monde is meant to correct this reticence. This illustrates the need to collaborate with traditional media. In this way, being a digital media doesnt give a decisive advantage in this ecosystem.

Le Huffington Post was launched at the end of January 2012, in association with the group Le Monde. In September 2012, the website had 7 million unique visitors. The website is directed by Anne Sinclair; we interviewed Paul Ackermann, the editor in chief. BUSINESS ASPECTS Le Huff Posts goal in terms of traffic is to bring 1/3 of its audience through social networks. We saw that this proportion is almost acquired (20% today). The blowback of this kind of audience is its unreliability; they are not attached to one medium or news website. As a result 60% of visits consist of a single page view. Google is also a significant entry point for visitors, 18% of visitors come from a query on the search engine. Le Huff Post has the objective to reach a 30% of Google users. The newsroom wants to look connected. Thats why every journalist is asked to use social networks to promote and animate the community. To hire journalists, Paul Ackermann googles candidates names to spot good practices on the web. There are not guidelines written in stone, because the staff is recruited based on a certain expertise. Besides, the French team can take for example on the US newsroom which is recognized for being highly specialized. EDITORIAL ASPECTS The editorial strategy is meant to meet 2 orientations: traffic generation and brand promotion.

Le Huff Post uses social networks as a publishing platform. But they have different ways of proceeding on Facebook and Twitter. - On the first one, they dont post every article; they select potential viral posts and promote them. To avoid bludgeoning, the newsroom spaces publications out by 30 minutes. To catch their specific audience, they encourage multimedia contents mixing text information and videos or graphics. - On Twitter, their activity is compulsive; we could observe almost 80 tweets per day. Even though tweets are manually posted, it is more a top-down approach due to the low interactivity with Twitter users. Lauren Provost (Traffic and Trending Editor) is charged of using social networks as a monitoring tool by creating contents related to the trends. The aim is to develop an expertise and to offer some added-value topics about social networks. TECHNICAL DIMENSION Social netwkorks widgets are present at the top and at the bottom of every article. This is a classical use of social networks to share news on Twitter, Facebook and Google+. The your community tool allows to interact with friends and the newsroom on many platforms. The news website promotes most reads articles which have a great potential to go viral on social networks. On some articles we can see the Popular on Facebook badge or the Trending on Twitter badge; this indicates a content that is tailored to please an audience looking for trending topics circulating on social networks. All those tools are created by the American IT team. There is not much room for freedom because some of those widgets are imposed. The French team is just applying the US Huffington Post recipe. From the beginning, Le Huff Post had to hunt for a volatile audience which was on social networks. Thats why they favored shared out news. But with the community does not appear to become faithful, it has to be more interaction and participative journalism. The issue of SEO encourages tailored news while there are rising concerns about quality and legitimacy. In a way, the partnership with Le Monde is meant to correct this reticence. This illustrates the need to collaborate with traditional media. In this way, being a digital media doesnt give a decisive advantage in this ecosystem.

Le Huffington Post was launched at the end of January 2012, in association with the group Le Monde. In September 2012, the website had 7 million unique visitors. The website is directed by Anne Sinclair; we interviewed Paul Ackermann, the editor in chief. BUSINESS ASPECTS Le Huff Posts goal in terms of traffic is to bring 1/3 of its audience through social networks. We saw that this proportion is almost acquired (20% today). The blowback of this kind of audience is its unreliability; they are not attached to one medium or news website. As a result 60% of visits consist of a single page view. Google is also a significant entry point for visitors, 18% of visitors come from a query on the search engine. Le Huff Post has the objective to reach a 30% of Google users. The newsroom wants to look connected. Thats why every journalist is asked to use social networks to promote and animate the community. To hire journalists, Paul Ackermann googles candidates names to spot good practices on the web. There are not guidelines written in stone, because the staff is recruited based on a certain expertise. Besides, the French team can take for example on the US newsroom which is recognized for being highly specialized. EDITORIAL ASPECTS The editorial strategy is meant to meet 2 orientations: traffic generation and brand promotion. Le Huff Post uses social networks as a publishing platform. But they have different ways of proceeding on Facebook and Twitter. - On the first one, they dont post every article; they select potential viral posts and promote them. To avoid bludgeoning, the newsroom spaces publications out by 30 minutes. To catch their specific audience, they encourage multimedia contents mixing text information and videos or graphics. - On Twitter, their activity is compulsive; we could observe almost 80 tweets per day. Even though tweets are manually posted, it is more a top-down approach due to the low interactivity with Twitter users.

Lauren Provost (Traffic and Trending Editor) is charged of using social networks as a monitoring tool by creating contents related to the trends. The aim is to develop an expertise and to offer some added-value topics about social networks. TECHNICAL DIMENSION Social netwkorks widgets are present at the top and at the bottom of every article. This is a classical use of social networks to share news on Twitter, Facebook and Google+. The your community tool allows to interact with friends and the newsroom on many platforms. The news website promotes most reads articles which have a great potential to go viral on social networks. On some articles we can see the Popular on Facebook badge or the Trending on Twitter badge; this indicates a content that is tailored to please an audience looking for trending topics circulating on social networks. All those tools are created by the American IT team. There is not much room for freedom because some of those widgets are imposed. The French team is just applying the US Huffington Post recipe. From the beginning, Le Huff Post had to hunt for a volatile audience which was on social networks. Thats why they favored shared out news. But with the community does not appear to become faithful, it has to be more interaction and participative journalism. The issue of SEO encourages tailored news while there are rising concerns about quality and legitimacy. In a way, the partnership with Le Monde is meant to correct this reticence. This illustrates the need to collaborate with traditional media. In this way, being a digital media doesnt give a decisive advantage in this ecosystem.

Le Huffington Post was launched at the end of January 2012, in association with the group Le Monde. In September 2012, the website had 7 million unique visitors. The website is directed by Anne Sinclair; we interviewed Paul Ackermann, the editor in chief. BUSINESS ASPECTS Le Huff Posts goal in terms of traffic is to bring 1/3 of its audience through social networks. We saw that this proportion is almost acquired (20% today). The blowback of this kind of audience is its unreliability; they are not attached to one medium or news website. As a result 60% of visits consist of a single page view. Google is also a significant entry point for visitors, 18% of visitors come from a query on the search engine. Le Huff Post has the objective to reach a 30% of Google users. The newsroom wants to look connected. Thats why every journalist is asked to use social networks to promote and animate the community. To hire journalists, Paul Ackermann googles candidates names to spot good practices on the web. There are not guidelines written in stone, because the staff is recruited based on a certain expertise. Besides, the French team can take for example on the US newsroom which is recognized for being highly specialized. EDITORIAL ASPECTS The editorial strategy is meant to meet 2 orientations: traffic generation and brand promotion. Le Huff Post uses social networks as a publishing platform. But they have different ways of proceeding on Facebook and Twitter. - On the first one, they dont post every article; they select potential viral posts and promote them. To avoid bludgeoning, the newsroom spaces publications out by 30 minutes. To catch their specific audience, they encourage multimedia contents mixing text information and videos or graphics. - On Twitter, their activity is compulsive; we could observe almost 80 tweets per day. Even though tweets are manually posted, it is more a top-down approach due to the low interactivity with Twitter users. Lauren Provost (Traffic and Trending Editor) is charged of using social networks as a monitoring tool by creating contents related to the trends. The aim is to develop an expertise and to offer some added-value topics about social networks. TECHNICAL DIMENSION Social netwkorks widgets are present at the top and at the bottom of every article. This is a classical use of social networks to share news on Twitter, Facebook and Google+. The your community tool allows to interact with friends and the newsroom on many platforms. The news website promotes most reads articles which have a great potential to go viral on social networks. On some articles we can see the Popular on Facebook badge or the Trending on Twitter badge; this indicates a content that is tailored to please an audience looking for trending topics circulating on social networks. All those tools are created by the American IT team. There is not much room for freedom because some of those widgets are imposed. The French team is just applying the US Huffington Post recipe.

From the beginning, Le Huff Post had to hunt for a volatile audience which was on social networks. Thats why they favored shared out news. But with the community does not appear to become faithful, it has to be more interaction and participative journalism. The issue of SEO encourages tailored news while there are rising concerns about quality and legitimacy. In a way, the partnership with Le Monde is meant to correct this reticence. This illustrates the need to collaborate with traditional media. In this way, being a digital media doesnt give a decisive advantage in this ecosystem.