After months of tortorous advertising experimentation from the Sydney Morning Herald (most of it horribly intrusive, overwhelming and focused squarely on interrupting readers with nonsense), finally they try something more social.

You can now see how many other people are reading the same article, submit a tweet about it, or see what others are tweeting about it. The only problem is that they seem only to do a Twitter search for their self-created hash-tags, as opposed to searching Twitter for any reference to the article’s URL. Oh, and they fail to use a URL shortening service like when posting to Twitter.

So points for progress and dipping a toe into the social future of online media; implementation however is still a (closer) fail.

Check out the above SMH article.

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