A resource for news innovators powered by American Press Institute
Complexity: Intermediate
Article Complexity Bar Graph

How one publisher used “social cards” to distribute content, and figured out how to adapt to new workflows

Here’s how Marketplace staff members teamed up to create social cards to help audio become more discoverable in social media feeds.

Social cards are known as images for Twitter that help to tell or promote a story. But who creates them? And how can they help a distributed content strategy? At Marketplace, Nishat Kurwa used social cards to combine the concepts of distributed content and social promotion with the goal of making the company’s audio more discoverable in social media feeds. In an interview with Poynter, Kurwa explains how she had to navigate workplace culture and resources to accomplish the vision for social cards and other ideas for platforms.