Can social media thrive behind a pay wall?

01/13/2010 | PBS

Most of The Wall Street Journal's content is hidden behind a pay wall -- but the organization is still trying to find ways to harness the power of social media. Reporters use Digg to drum up interest in their stories, and the newspaper has used Twitter lists and Facebook apps to add value to stories. The aim, says deputy managing editor Alan Murray, is less to boost traffic directly than to strengthen brand awareness and attract paying subscribers.

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