THR's 2010 Digital Power 50
It wasn’t that long ago that NBC Universal treated such social networks as Facebook and Twitter like barbarians at the gate. Now they’ve been friended, notes Zigler, citing the example of OxygenLive.com, which tees up real-time community interaction outside its properties. “Once upon a time social networks were held at arms length,” Zigler says. “Now we invite them in, where they drive traffic to viewing.” That hasn’t been the only adjustment she has made to NBC Uni’s sites, led by NBC.com, which bested all broadcast competitors in the first quarter with 9 million unique visitors.