Calculating the ROI of Customer Engagement
hbr.org
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Most current definitions of engagement are bimodal – someone is either engaged or they ‘re not...a limited view that hampers our ability to manage engagement in meaningful ways...Community management is the discipline of building technical and social environments in such a way that individuals can easily organize and collaborate to achieve an obje…

Fighting misinformation requires journalism, not secret algorithms
www.niemanlab.org

Watching Silicon Valley exercise news judgment has been like watching Walter Cronkite try to write code in Python... Four companies have created trustworthiness indicators for news websites: Facebook, Google, Twitter, and NewsGuard. Publishers have no way of learning their secret trust score from the Silicon Valley companies. NewsGuard’s journalis…

Newsrooms are finally focusing on loyalty over pageviews. Here’s how to actually measure it. – Poynter
www.poynter.org
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we need to lock on our analytics to the people who willfully return to our work... There’s no one single metric that tells you how loyal... your audience is.... The Center for Cooperative Media ... audience explorer dashboard... plugs into Google Analytics... splits audiences into “Brand Lovers,” “Prospective Loyalists” and “Casual,”... free and e…

Short-Form vs Long-Form Video: The Answer is Sometimes Both
www.huffingtonpost.com
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On one hand, consumers have short attention spans, and on the other, studies have shown that longer video can perform better... first consider the goal of the campaign.... Determining performance on marketing-based goals can be a bit complicated to pin down... If site perusal is your goal, short video is best... Why produce a long video when you…

Beyond Accuracy: Precision and Recall – Towards Data Science
towardsdatascience.com
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The metric our intuition tells us we should maximize is known in statistics as recall... number of true positives divided by the number of true positives plus the number of false negatives. ... true positives are correctly identified terrorists, and false negatives ... labels as not terrorists that actually were terrorists... a model’s ability to …

04/03/2018
This Is How Your Fear and Outrage Are Being Sold for Profit
medium.com
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Every time you open your phone or your computer, your brain is walking onto a battleground... Your captive attention is worth billions ... This has actually changed how you see the world... walls of code have turned you into a predictable asset — a user that can be mined for attention... by focusing on one over-simplified metric, one that suppor…

The evolution of The Economist’s social media team
medium.com
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We need to strike a healthy balance between striving to reach more readers across platforms over which we have zero control, with bringing them back to... our apps and website... here’s how we’ve changed our approach over the past year:... an over-reliance on social media can leave us particularly vulnerable to sudden changes by platforms. Ultim…

An interview with Vice's social media team
www.newswhip.com
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someone that saw a Facebook native video had a higher likelihood of clicking on a link post in the near future ... we look at top performing articles and then see if we can turn them into short form videos for Facebook... we strive to be original storytellers... We understand what the mission is. It’s not just to get views... it’s always to be tel…

How to engage readers with digital longform journalism
www.americanpressinstitute.org
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Major enterprise stories — stories that take deep dives and attempt to inform readers in substantive ways or to elicit impact... require considerable resources... the potential audience is limited... how can journalists get readers to complete these long pieces?use multiple elements and platforms to tell the story... the parts that pull your reade…

What I learned from seven years as the Guardian’s audience editor
medium.com
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Seven years ago I started working full time at the Guardian in the glamorous role of SEO editorial executive. ... very like being in the Matrix but with less kung fu and more Polly Toynbee and Nigel Farage... here are a few of the things I’ve learned…

How Slate tried to wean itself from fly-by Facebook visitors in favor of loyal regulars
digiday.com
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To try and focus on all our energy to bring new readers to site as opposed to serving loyal readers began to feel like the wrong way to look at it… identified a set of metrics that stand for loyalty ... created content people wanted to come back for on the regular. So far, it’s delivering: site traffic is up 31 percent... People who come 25 times…

01/10/2016
The Guardian starts selling time-based ad campaigns
digiday.com
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The Guardian joins the Financial Times and the Economist in billing ads by time.... have found, unsurprisingly, that ads perform better when people spend more engaged time with them.... click-through rate as an industry benchmark for performance;. However a metric of 0.0 something percent should not be seen as a succes

31/08/2016
5 tips for using analytics in the newsroom
www.journalism.co.uk
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some advice on how to best approach analytics in the newsroom, helping journalists improve the quality of their content, and a build larger, more engaged readership. Here are five key takeaways

Give the audience what they want or what they need?
medium.com
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Should we give the audience what they want?ORShould we give the audience what they need?...two flawed assumptions: 1. that newsrooms already know what audiences want and 2. that newsrooms can and should determine what their audience needs. The framing of these questions doesn’t leave room for members of the audience to actually speak for themselve…

05/07/2016
A ‘view’ on a LinkedIn post is NOT like a pageview on your blog
mathewlowry.myhub.ai
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Just putting this up there for all those who think:a) a ‘view’ on a LinkedIn post is like a pageview on your blog or site. It’s not: it’s a ‘stream view’, a la Facebook, and does not tell you how many people actually clicked and readb) LinkedIn are consistent and care about their bloggers. They aren’t and they don’tMore: see LinkedIn Community for…

15/05/2016
The Google Analytics Add-On for Sheets: An Intro
moz.com
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everything one needs to know about ... the Google Analytics add-on for Google Sheets.... value-add to a reporting workflow is that it’s extremely flexible, reliable, and a real time-saver... allows you to: Pull any data that you’d be able to access in the Analytics API (i.e analytics.google.com) directly into a spreadsheet...

Editorial analytics: news organisations embracing analytics and metrics, but most have far to go | Reuters Institute for the study of Journalism
reutersinstitute.politics.ox.ac.uk
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News organisations are increasingly embracing the use of analytics and metrics as part of editorial decision making, but what constitutes a sophisticated analytics strategy?... A new report by the Reuters Institute for the Study of Journalism looks at which organisations are building a competitive advantage over less advanced competitors through a…

23/02/2016
Page Views Don't Matter Anymore—But They Just Won't Die
www.wired.com
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Ultimately, what publishers and advertisers care about most, however, is how much quality time a person spends with a story. To judge that, publishers are developing newer metrics like “time spent” reading, “scroll depth,” “engagement,” “recirculation,” “shares,” and “percentage of article completed.”

31/01/2016
The Wrong Metrics Will Hurt You More than You Know
medium.com
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Great use of a TV show to explore how bad metrics can kill you: "In the police organization as it is set up, politics are king and results can be gamed. Everyone is looking for the next promotion, and no one is focused on improving lives for the citizens in the city they serve.... People figure out ways to game shitty metrics."

14/01/2016
Why Content Marketers Are Using All the Wrong Metrics (and What They Should Be Measuring Instead)
contently.com
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For 20 years, the media and marketing world has been beholden to the pageview, a deeply flawed metric that only captures the most superficial impression of how people behave on the Web.... proxy metrics such as shares and likes have proved inadequate as well...

32 Fast and Cheap Marketing Tests Y
medium.com
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Below are some basic marketing test ideas across all nineteen traction channels. These tests are designed for businesses trying to get to product/market fit, either preparing for a successful launch or post-launch, but may be useful for any business... middle ring tests and should cost less than a thousand dollars and take less than one month o…

Readers will finish long stories - especially from a trusted source
www.cjr.org
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readers finished 94% of the longform pieces they started... with much faster download speeds and the advent of the tablet’s “lean back” reading experience, journalism has seen a rise in “longform” ventures... analytics offer an incomplete picture of reader behavior, and little real insight into how readers engage. Page views, entrances, ti…

Did LinkedIn go Klout on us?
www.linkedin.com

Daily I now see posts published authors on LinkedIn that praise the value of finding out your "SSI". . .. while at the same time gently but not so quietly promoting what their score is... I believe the "one percenters" tag is entirely relative since each of have a completely different network from anyone else in the world. - Did LinkedIn go …

No Subscription Goal? Prepare to Be Ignored
contentmarketinginstitute.com
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I’ve had the amazing pleasure of meeting with over a dozen of the largest companies on the planet over the last six months... [who] have hired journalists, producers, broadcasters, and editors to refine and tell their story on a consistent basis... but not one ... focused on subscriber growth... While larger enterprises are fighting silo battle…

Metrics
medium.com
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"We get what we measure and we are measuring the wrong things... old, mass-media metrics of reach and frequency — translated into their digital equivalents: unique users and pageviews — turn out to be profoundly corrupting... attention is a much more productive measure of media value than traffic.... There is a richer set of metrics that matter…

12/05/2015
Pageviews = interest. Engaged time = value
medium.com
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"Context is always key in reporting, and engaged time adds context. Pageviews are ubiquitous, but by no means do they provide a complete picture of success. Rather than attempt to replace the pageview metric, maybe we just need to focus more on where it fits alongside engagement time in our reporting strategies." - Pageviews vs. Engaged Time in w…

30/03/2015
Measuring Entrepreneurial Ecosystems
www.startuprev.com
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"I constantly get asked the question “how are we doing?” and “how can we measure the success of our startup community.”... ... a great first crack at this with a paper that I think will be viewed as the starting point for a real discussion about long-term growth and measurement of the health of startup communities..." - Startup Revolution | Meas…

Circular logic: do you "do social media because you do social media?"
hbr.org
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An article aimed at companies, so just substitute "government communicators" for "corporate marketers", and "citizens" for "consumers", as you read: "Technology changes fast ... but consumer behavior changes more slowly. As a result, people tend to overhype new technologies and misallocate resources, especially marketers. "posts from top brands …

A Beginner's Guide to Social Media Analytics
ochen.com
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"There is a danger in asking the wrong question ... you’ll probably get the right answer for the question you’re asking, but it’s not going to be the right answer for the question you really needed to ask. " - A Beginner's Guide to Social Media Analytics | Amy Vernon | Ochen

6 tips on Facebook analytics
sarahmarshall.io
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"reach is an easy-to-see vanity metric and not what you should be focusing on.... Facebook Insights provides some handy numbers, but the most useful ones are somewhat hidden." - 6 tips on Facebook analytics and going beyond...

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