How publishers drive more valuable traffic from social networks

As it became known, a number of major media companies have started to launch users’ authentication via third-party logins by using as many as 16 different social-networking providers, like Facebook, Twitter, Google, Yahoo LinkedIn and others.

 The tool delivered by JanRain, that’s providing third-party authentication for consumers, is called Engage used by such companies like Tribune Interactive, Meredith, E.W. Scripps, The Dallas Morning News, bizjournals, and the National Geographic Society.

JanRain is helping these companies to garner traffic to their site via the social web. That will let let media companies "allow consumers to publish content back to the social networks, increasing the cycle of referral traffic, and capture important demographic data to improve the user experience," as stated JanRain’s representative.

It’s well known, people spend time on social networks for the purpose of sharing information with people they deem important, so the company targets to raise company’s website traffic from a social media platform.

Obviously, a goal for any site is to have a visitor login or register, becoming an engaged user and interacting more. The engaged user is an effective filter both for their community and company’s website, considers JanRain’s representative.