When Lewis D’Vorkin first returned to Forbes in 2010, less than 1% of traffic to Forbes.com came from social sites. Now that can range from 15% to 17% a month. The new model bringing in the traffic includes a community of 1,000 contributors, on top of Forbes full-time journalists. The contributors are incentivized in that the more unique visitors their posts bring in, the more they are paid.
The idea for this new model came with the rise of social media and the impact it had on traffic and content creation. D’Vorkin told Journalism.co.uk that Forbes.com is built around two or three core pages, one being their content creator article pages, which encourage the individual branding and social activity of every contributor. The site is then built around stacks and the homepage. There is the voice of the constituencies on the homepage, then the social stack based on the consumption of content on social media. Finally there is the audience stack, which allows users to personalise their experience and show their own followers what they read.