Use: Identify conversations or stories with a local angle that are trending on social media sites
On my previous post, I share information on Geofeedia, a tool to search social media sites for activity related to a specific locality. NewsWhip Spike is a similar tool that tracks “social signals” identifying hot stories or popular conversations and allows publishers to narrow the search to specific regions. So far, the service features 50 U.S. cities as well as cities and regions in Canada, Germany and the UK.
According to an article on Journalist.co.uk: “Stories are ranked by ‘social velocity’ how much and how fast it is trending on socSocial Media: NewsWhip Spikeial media, categorised into time periods of the last hour, three hours, 12 hours or 24 hours. The locales featured on Spike are chosen by regional importance or population density as “you need a metro market to be a certain size before you have much local press.”
As with Geofeedia, NewsWhip Spike could be a helpful tool for journalists to surface local stories they are unaware of or track how and which published stories are trending. It could also be useful to help advertisers track stories that contain their brand.
Journalism.co.uk: NewsWhip launches local function for social search tool
Journalism.co.uk: NewsWhip Spike: A powerful tool to monitor news sources
Use: Leverage Google tools to create new content and products
Google Media Tools aggregates all of Google’s various tools for media companies in one location. The site is organized by categories (Gather and Organize, Publish, Engage, Develop and Visualize) and includes 27 “tools” such as Advance Search, Google Consumer Surveys, Google Analytics, Google Maps Engine and Google Charts. YouTube, Google+, Google News and other Google properties are also considered tools for journalists.
Use: Track mobile usage behavior, including usage and transactions
The following article from The Next Web offers recommendations on mobile analytics packages from nine entrepreneurs:
Moby Affiliates: The Best Mobile Site and App Analytics Tools
Apptamin Blog: Learn How People Use Your App – An App Analytics Tools Round-Up
Use: Test different versions of a page to see which one drives more action or engagement.
Google Analytics has updated its content experiments feature which allows media companies to easily test five different versions of a landing page to see which better meets desired metrics (e.g. visit duration, start a subscription, make a purchase, etc.) According to Google, content experiments allows you to:
- Compare how different web pages perform using a random sample of your visitors
- Define what percentage of your visitors are included in the experiment
- Choose which objective you’d like to test
- Get updates by email about how your experiment is doing
You can also use Google’s Experiments API to test versions of apps and Web pages.
Knight Digital Media Center: Experiment with web content for better engagement: new Google tool
Search Engine Watch: Google Analytics Finally Gives Developers Content Experiments API
Online-Behavior: Google Analytics Content Experiments – A Guide To Creating A/B Tests
Use: Increase engagement by surfacing relevant topics and conversations on Twitter; generate by helping ad customers target messages
Topsy is a tool that mines the full stream of Twitter tweets and, according to All Things D, “offers a set of professional analytics tools for sale, so that customers can find key data points like influential Twitter accounts, relevant content for specific time periods, even sentiment analysis around tweeted terms.” There is also a free, limited tool at topsy.com.
News organizations can use the tool to identify topics and conversations that might suggest an interesting news story or possible story sources. They can also use the tool to identify locally trending topics (e.g. “best lawn care tips”) that they can use to help local advertisers target promoted tweets.
Among the media organizations currently using Topsy are The New York Times, The Washington Post, ESPN, Gannett and ABC.
All Things D: Data Analytics Startup Topsy Aims for the Local
Use: Gauge performance of tweets to identify topics, content, etc. that get more traction with users
Twitter has opened up tweet analytics to all users. Publishers can check how many times a tweet has been “faved”, retweeted or replied to and how many times a link in a tweet has been clicked. The data as far back as 90 days can be viewed online or downloaded to an Excel or CSV file. You can also chart, by date, mentions, follows and unfollows for your account.
In addition to Timeline activity, you can also get data on Followers (although when I tried to access that, I received a message that said “there is not enough data to display analytics at this time. Try again later.”)
There are third-party programs that will provide Twitter analytics but this is a straightforward way to track your tweet activity.
To access the analytics, go to ads.twitter.com and log-in with your regular Twitter ID and password. Then select “Analytics” at the top of the page.
The Next Web: Twitter opens up its analytics platform, lets everyone review the performance of their tweets for free
TechCrunch: Twitter Opens Up Tweet Performance Analytics To All, For Free
Christopher Penn: Official Twitter Analytics: Most Hidden Ever
Use: Maximizing revenue potential for discrete pieces of content
Revenue Intelligence, from digital advertising technology company OpenX, uses real-time data to calculate how many views a page of content is likely to generate and maximizing ad revenue on that content. As described in TechCrunch, Openx is “using real-time data to figure out how many views each link is likely to generate, and combining that with the ad revenue that’s being earned on each piece of linked content, and then calculating the total value of any given piece of content. In other words, OpenX looks ‘beyond the first click’ and determines how much value the content will earn across each user’s visit.” OpenX is using technology obtained from its acquisition of JumpTime last year.
Media companies can highlight and promote content that is likely to generate the most page views and generate the most revenue.
TechCrunch: OpenX Launches Revenue Intelligence To Help Online Publishers Calculate The Value Of Their Content
The Content Standard: OpenX Launches Revenue Intelligence Offering More Exact ROI Measurement