By Liz Heron, Strategic Partnerships, News

At Facebook, our media partners often ask us how to successfully engage and grow an audience on the platform., a site focused on explaining the news, has seen rapid audience growth since launching in April 2014. Today, is releasing a case study on how they leveraged Facebook to drive results.

Barely a year old, now engages 23 million unique visitors a month, a metric which its editors say “can be largely attributed to [our] approach to publishing and audience on Facebook.” Up to 40% of’s monthly audience comes from Facebook referrals. In February, they chose to debut in-depth excerpts of their interview with President Barack Obama to their Facebook audience. That strategy, which Poynter describes today, “racked up 4,606 shares.”

In the case study, explains various approaches to news and publishing they believe helped them develop a highly-engaged Facebook audience, including:

  • Creating stories audiences are inclined to share; “substance is viral”
  • Making social packaging second nature to every journalist in its newsroom
  • Posting content directly to Facebook to build’s brand
  • Leveraging high-profile staff, such as Editor-in-Chief Ezra Klein, who has 220K fans of his own and often drives a quarter of’s daily Facebook referrals

Read more about’s Facebook best practices in the case study.