{"id":7173,"date":"2016-07-14T08:00:33","date_gmt":"2016-07-14T12:00:33","guid":{"rendered":"http:\/\/progressions.prsa.org\/?p=7173"},"modified":"2016-07-13T19:22:47","modified_gmt":"2016-07-13T23:22:47","slug":"huffington-post-adds-snapchat-button","status":"publish","type":"post","link":"https:\/\/progressions.prsa.org\/index.php\/2016\/07\/14\/huffington-post-adds-snapchat-button\/","title":{"rendered":"When Blogs Break the Rules: The Huffington Post Adds a Snapchat Button"},"content":{"rendered":"

When rules are created and the major social media players draw lines, innovative companies figure out ways to beat the system or use these new standards to their advantage by doing what has never been done before. <\/span><\/p>\n

One platform with restrictions is Snapchat. This social media platform is evolving and growing at such an accelerated pace that every business wants to figure out how to use Snapchat to their advantage. With a visual-centric focus and a user population made up of a desirable millennial audience, Snapchat is becoming a force to be reckoned with. However, there is no easy way to get social media users to add a business on Snapchat without going through the app. \u00a0<\/span><\/p>\n

\"Photo<\/a>
Photo courtesy of huffingtonpost.com.<\/figcaption><\/figure>\n

Other platforms, like Facebook and Twitter, can easily be inserted as social icons on a company website where users simply point, click and be redirected to the company\u2019s social media page. Snapchat, however, is an entirely mobile platform and there\u2019s no way to redirect audiences to an account from a desktop. Couple that with the lack of ROI and reporting data available on Snapchat, and this platform has hit some roadblocks. <\/span><\/p>\n

The Huffington Post<\/span><\/a> noticed this lack of inbound direction toward Snapchat and was unsatisfied. <\/span><\/p>\n

Director of Growth Kiki Von Gilow understands the importance of reaching Snapchat\u2019s demographic, the highly coveted millennial generation.<\/span><\/p>\n

\u201c[Snapchat has] a very different ROI than the other platforms, but it\u2019s a demographic we think is very important,\u201d Von Gilow told <\/span>Digiday<\/span><\/a>. \u201cWe want to convert them to loyal HuffPo users.\u201d<\/span><\/p>\n

As a solution, the Huffington Post designed its own \u201cAdd us on Snapchat\u201d button and added it to the website\u2019s \u201cSubscribe and Follow\u201d section. Readers can simply click on the button and be directed to the Snapchat barcode avatar of the Huffington Post.<\/span><\/p>\n

The Huffington Post didn\u2019t wait for Snapchat to release a desktop-friendly button to convert readers into followers. Instead, it created its own to drive more traffic, increase its audience and engage a new and emerging millennial demographic. The Huffington Post beat the social media system, and for that I think it deserves a round of digital applause.<\/span><\/p>\n

\u2014<\/b><\/p>\n

Paxton Mittleman is a rising senior at the University of Delaware majoring in mass communications. She currently serves as the vice president of external affairs for UD\u2019s PRSSA Chapter. When she\u2019s not serving her PRSSA community, she is tweeting from her social media ambassador account, <\/span><\/i>@BlueHenPaxton<\/span><\/i><\/a>, developing her startup, <\/span><\/i>The H Factor Media<\/span><\/i><\/a>, or volunteering with the sisters of Gamma Sigma Sigma. Connect with her on<\/span><\/i> LinkedIn<\/span><\/i><\/a> or visit her <\/span><\/i>website<\/span><\/i><\/a>.<\/span><\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

When rules are created and the major social media players draw lines, innovative companies figure out ways to beat the system or use these new standards to their advantage by doing what has never been done before. One platform with restrictions is Snapchat. This social media platform is evolving and growing at such an accelerated pace that every business wants […]<\/p>\n","protected":false},"author":24,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[13],"tags":[156,42,1524,2224,1818],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/posts\/7173"}],"collection":[{"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/comments?post=7173"}],"version-history":[{"count":4,"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/posts\/7173\/revisions"}],"predecessor-version":[{"id":7180,"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/posts\/7173\/revisions\/7180"}],"wp:attachment":[{"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/media?parent=7173"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/categories?post=7173"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/tags?post=7173"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}