Identity is key to engagement, says NYT digital chief

05/3/2010 | PaidContent.org

Engagement is all that really matters online, says New York Times' digital-operations chief Martin Nisenholtz -- and Facebook is making it far easier for third-party sites to forge emotional connections with their readers. As people become more comfortable using their real names online, Nisenholtz argues, they're growing more invested in creating high-quality content and engaging with publishers in a more meaningful and lasting way. "Identity is, in my view, a fundamental building block for engagement," he adds.

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