Trinity Mirror announced it will work with Pluck, the provider of social media capabilities to publishers, to build accessible online communities to improve reader interaction on its newspaper Web sites, including Mirror.co.uk, DailyRecord.co.uk and LiverpoolEcho.co.uk, The Business Wire reported.

"At the heart of our strategy is providing our users with a really engaging experience online," said David Black, Trinity Mirror's Group Director of Digital Publishing.

"By giving social media tools such as user comments, ratings and user profiles a key role on our websites, we will be creating an enhanced experience for our audience, who know they can rely on us to offer the best ways to discuss the most pertinent issues of the day," added Black, according to the Business Wire article posted on Cloud Computing Journal.

Pluck's technology platform offers social media capabilities to more than 300 online destinations, including the Guardian, Sky News, USA Today, Reuters and The Scotts-Miracle-Gro Company.

"Research is showing that those who are embracing social media tools are finding themselves ahead of the competition," according to Dave Panos, executive vice president of Pluck and its parent company, Demand Media, The Business Wire reported.