“It’s [Huffington Post] almost a social media site with news as the topic of conversation.”

The site logs over one million comments each month.

In the above interview, James encourages other content publishers to push for active communities as well. He explains how implementing polls, thumbnails, and popular statistics can all add extensive social value to content.

Publishers that use social media know that it requires close monitoring. Most of the time publishers closely monitor their social efforts in order to manage the negative response. But did you ever think about how you could also benefit from closely monitoring the positive response? James says publishers have the opportunity to take advantage of the positive surges by further promoting them.