Intel reinvents its online newsroom as a dynamic hub

Chip maker’s information center encourages user participation and keys on social media connections.

The world’s largest microchip maker worked for months to make its online newsroom a social media hub that integrates the company’s Twitter feed, Facebook posts and blogs.

“The goal was this: Build a news site that, while inviting, is built to enable every piece of Intel news to reach as far and wide as possible, carried by any means possible,” says Patrick Darling, Intel’s online media relations manager.

Since its launch in August, the Intel newsroom has amassed more than 100 pieces of content, including short news items called “Chip Shots;” news releases that include video, photos, slideshows and links to related content; and PDF documents of speeches given by Intel CEO and President Paul Otellini.

Using the ‘sandbox’

“Prior to the Intel newsroom, we had a basically static PR website,” Darling says.

Intel’s media relations staff had to develop customized components to update the site in a dynamic way, he says.

“As such, the site itself was a perfect sandbox for experimenting with one socially engaging feature at a time: commenting, rating, a Twitter share widget here, embeddable video there, custom RSS feeds, etc.,” Darling says.

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