Our general strategy is to take advantage of what will be available for The Times on the platform and share it outside of the platform. That means we have editors working to capture and share what our local journalists see across the country, and share our live results, race calls and analysis as they happen.
DUBENKO We'll be sure to encourage counter programs during the day – give people something to read, watch, or listen to while they wait for results. Once the results are in, you are unlikely to see many non-voting messages on our social feeds.
If election day becomes election week or – dreadfully – election month, we have staggered our cast. I expect this election cycle to be a marathon of news, not a sprint, and that's what we're going to get people to do with.
What are your traffic expectations for election day?
DUBENKO Readers rely on us for accurate and easy-to-understand results. And I expect this will have a huge pull on all platforms. I think Wednesday will be a big day too, especially if we don't have a clear winner by Tuesday evening. Our live coverage always draws a large readership, but the people who come the next morning to get digestion are often more numerous.
Many Americans will find out about the election results on social media. Talk about balancing speed with accuracy.
DUBENKO Speed is important for social networks. If we feel safe on a call, we will do everything we can to get the news out quickly. Social media – Twitter in particular – can put pressure on the newsroom to get things done quickly, sometimes at the expense of accuracy. When it comes to government calls and outcomes, everyone at The Times agrees that being right is more important than being first. We will be very, very careful about calls, taking special care not to edit what a state means to the entire election.
The key will be to provide readers on Twitter and Facebook – where emotion, editorial, and speculation are rampant – with some very solid facts, a common reality we hope by which to interpret events. What we do on social media is a distillation of what readers get in our local coverage: fair and factual.