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Bicycling gear editor uses social media to generate discussion & promote content

Q: How do you use social media?

“At Bicycling, we use social media to help draw readers to our website, Bicycling.com. In the cycling space, we have a nearly-unmatched staff of writers who cover everything from fitness and training to technology to professional-level racing. Our website covers all of that, and we use social media to help readers find and share links to stories that they might find interesting. We also use social media, especially Facebook, to solicit reader input on questions we may have for upcoming stories; to ask them what kind of bikes they might want to see reviewed, or who they think will win the weekend’s big race. It’s a way for readers to connect with us.

Some of our editors are also starting to use a service called Strava, which enables cyclists to upload GPS maps of their rides, to compare times and share routes. We’re just starting to look for ways to incorporate that service into what we’re doing as a brand, but as a cyclist, it’s fun to go out on a ride with my co-workers at lunch, and then have an easy-to-use service that lets us compare our times up local hills. It’s also a fun and easy way to find places to ride when you’re in a new place, or to connect with riders you haven’t yet met.”

Which platforms do you like best? Why?

“I use Facebook and Twitter. I think one of the greatest challenges for editors who, like me, have primary duties attached to the print product, is balancing the amount of time we spend working on social media. Some of my colleagues are using Tumblr and Pinterest, but I’m maxed out with the two platforms I already use. Between those two, I think we have good way to reach a lot of readers, and get people to pass around links to our content. For my time, I think Facebook is a great way to generate discussion on a particular topic, while Twitter is better to use for getting information out, without the discussion.”

Andrew Bernstein, gear editor
(610) 967-7761
Twitter: @bernietweets


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