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Publisher aims to monetise social media communities including Twitter and Facebook

26 May 2009

IT magazine and online publisher IDG Communications has embarked on a project in partnership with social media advertising company to launch a social media-oriented infrastructure for B2B marketers.

IDGAmplify allows marketers to initiate conversations about their products and services on a number of IDG-owned websites including,, and the IDG TechNetwork. These conversations can then expand to include the users’ Facebook friends or Twitter followers.

“What we are trying to do is unlock the potential of social media,” said IDG Communications’ Senior Vice President of sales and marketing Matt Yorke, speaking to

Yorke says an Amplify campaign will work like this: “An advertiser would run an ad on our site. It would look like a regular display ad but it could say, ‘Question of the day. What do you want to see from a smart phone: option A or option B.’ And the user could click on it and say ‘I want to see option B’”

People joining these conversations would not leave the IDG site, but the conversation can be posted in part to their Facebook or Twitter accounts using the Word of Mouth Impression Technology. “We’re making these conversations relevant and easy to find, and unlocking people’s ‘social graph,’ said Yorke.

According to Outsell analyst Chuck Richard, social media is one of the few areas expecting an increase in marketing spend in 2009. “It’s off a small base, but it’s growing,” he said to



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