Reader's Corner

Gannett applies test-focused approach to boost social traffic

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In 2015, Gannett started using a free tool from ShareThis to optimize Facebook posts by testing more than one headline or image at a time.

Since then the tool has significantly supported two goals: improving Gannett's engagement on Facebook and driving audiences to USA Today sites such as sports property FTW.

"This allows us to bring some science to the art of producing content for Facebook," said Jamie Mottram, head of social at Gannett.

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