Public Relations & Social Marketing Insight
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Public Relations & Social Marketing Insight
Social marketing, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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Rescooped by Jeff Domansky from Content curation trends
October 3, 2013 4:16 PM
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Building a successful media on content curation? Ooops! Someone did it again. Well done Upworthy!

Building a successful media on content curation? Ooops! Someone did it again. Well done Upworthy! | Public Relations & Social Marketing Insight | Scoop.it

What if BuzzFeed had a political agenda? Upworthy does, and it's doing well.


Via Guillaume Decugis
Jeff Domansky's insight:

Some think aggregation is aggravation and dying. Upworthy is showing otherwise.

Guillaume Decugis's curator insight, September 18, 2013 4:04 AM

While Peter Kafka's use of the word clickbait in his original title might sound derogatory, his article explains quite well how valuable Upworthy's use of great content curation has become attracting more than 22 million monthly visitors.


After the Huffington Post, after Business Insider, oops! Someone did it again then, relying primarily on curation rather than creation to create a successful media.


What's worth noting this time is that unlike BI or the HuffPost, Upworthy has no plan to create some of its content. A bold strategy that fits well with the line of the site.

Alejandro Tortolini's curator insight, September 28, 2013 11:51 AM

Ejemplo de curaduría aplicada a los medios.

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August 31, 2013 10:37 AM
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For News From Syrian Battleground, a Reliance on Social Media

For News From Syrian Battleground, a Reliance on Social Media | Public Relations & Social Marketing Insight | Scoop.it

The dangers of news organizations reporting in Syria have kept most journalists outside the country’s borders and heightened the need for third-party video....


...Western journalists are struggling to cover what the world has so far seen largely through YouTube. But while some television news crews have been filing reports from Damascus, the dangers of reporters being killed or kidnapped there — as well as visa problems — have kept most journalists outside the country’s borders and heightened the need for third-party images.


“The difficulty of getting into Syria, the shrunken foreign correspondent corps, and the audience gains for social media make it likely this story will be consumed differently by the American public than tensions or conflicts in past years,” said Ann Marie Lipinski, the curator of the Nieman Foundation for Journalism at Harvard....

Jeff Domansky's insight:

Social media steps up to provide coverage of Syria.

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July 21, 2013 10:31 AM
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No apology: Rolling Stone tries to defend 'total disgrace' Boston Bomber cover as 'falling within the traditions of journalism' while CVS and Walgreens pull magazine from 15,000 stores nationally

No apology: Rolling Stone tries to defend 'total disgrace' Boston Bomber cover as 'falling within the traditions of journalism' while CVS and Walgreens pull magazine from 15,000 stores nationally | Public Relations & Social Marketing Insight | Scoop.it

Despite overwhelmingly negative reactions to the cover of its August 3 issue featuring Boston bomber Dzhokhar Tsarnaev, the editors of Rolling Stone has refused to apologize for their controversial choice of image.Despite overwhelmingly negative reactions to the cover of its August 3 issue featuring Boston bomber Dzhokhar Tsarnaev, the editors of Rolling Stone has refused to apologize for their controversial choice of image.


The iconic magazine has experienced a nationwide outcry over its choice of cover star with Boston Mayor Thomas Menino describing it as a 'total disgrace' and saying it should have put survivors or first responders on the cover.MBTA Transit Officer Richard 'Dic' Donahue, who almost died when the Tsarnaev brothers allegedly shot him in a firefight days after the marathon attacks said, 'I cannot and do not condone the cover of the magazine.'...

Jeff Domansky's insight:

Debate continues...

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June 26, 2013 9:10 PM
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59% Of Journalists Worldwide Use Twitter, Up From 47% In 2012 [STUDY] | AllTwitter

59% Of Journalists Worldwide Use Twitter, Up From 47% In 2012 [STUDY] | AllTwitter | Public Relations & Social Marketing Insight | Scoop.it

In a study titled “The New Normal for News,”Oriella PR Network surveyed more than 500 journalists spanning 14 countries (Australia, Brazil, Canada, China, France, Germany, India, Italy, New Zealand, Russia, Spain, Sweden, the UK and the US).


The main finding? Digital media is more entrenched than ever before.


Oriella’s Global Digital Journalism Study 2013, the organization’s sixth annual investigation into the role and impact of digital media in newsrooms and news-gathering worldwide, reveals some interesting insights about tech age journalists. A few poignant highlights...

Jeff Domansky's insight:

Shows how digital the job is for journalists.

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May 1, 2013 9:50 AM
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New AP interactive editor: Multimedia needs to be ‘central to developing the story,’ not an afterthought | Poynter.

New AP interactive editor: Multimedia needs to be ‘central to developing the story,’ not an afterthought | Poynter. | Public Relations & Social Marketing Insight | Scoop.it

...Are you planning projects that member outlets would be able to incorporate into their own websites?

 

Absolutely! All of our interactives are embeddable, and our members and customers already incorporate them into their sites. I’m interested in ways we can customize our data-driven interactives, both for the customer and for the end user. Those efforts are part of our design discussion for the work we’re doing now. I would also like to find more ways to collaborate with other news organizations. AP was born from such cooperation, and it is an important part of our identity.

 

Are the projects the AP works on more often than not driven from the print side, augmenting what’s being written by a reporter or team of reporters? Or do they sometimes originate from the digital side? If it is a case of digitally driving what reporters write, would you like to see a shift to data journalists promoting more original narrative work?

 

More often than not, I’ve found that good data projects start with solid shoe-leather reporting, so most of our data projects have begun with the work of text reporters and editors. But the data work that we do begins before the story is written: exploratory data analysis can discover new angles in the data, and the right visualization can reveal a trend we had missed. We’re really moving away from the model in which visualization or interactive storytelling is an afterthought, an illustration of the story, and toward a model in which this work is central to developing the story and enables us to tell the story in ways impossible for straight text reporting....

Jeff Domansky's insight:

Watch for this trend - more multimedia and more interactive - in news according to the new AP interactive editor...

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April 23, 2013 2:08 AM
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Networked journalism will move value from “brand” to “contribution”

Networked journalism will move value from “brand” to “contribution” | Public Relations & Social Marketing Insight | Scoop.it
The media industry may be hurting, but journalism -- and access to information -- is flourishing. Journalists may just have to work smarter, and network more, to keep up.... Journalism is not in crisis. The media industry — and journalists — might be, but the journalism itself is actually improving. Such is the argument made by international documentary filmmaker Bregtje van der Haak and Annenberg professors Michael Parks and Manuel Castells in a recently published article about “Networked Journalism.” As the authors see it, the problem is that most of the doomsayers mix the concept of journalism with the business of journalism. In their article, journalism is defined as the “production of reliable information and analysis needed for the adequate performance of a democratic society.” Not mentioned in the definition are “profits,” “professional journalists” or “traditional publishers.” Just the pursuit of reliable information....
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April 23, 2013 1:49 AM
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How News Organizations Can Adapt to Digital Disruption

How News Organizations Can Adapt to Digital Disruption | Public Relations & Social Marketing Insight | Scoop.it

Traditional news organizations need to embrace the disruption brought by digital culture -- or they risk becoming obsolete. That was the message late last week at the International Symposium on Online Journalism hosted by the Knight Center for Journalism in the Americas at the University of Texas at Austin, where about 370 of the world's journalists, researchers and media watchers grappled with the hard questions for a beleaguered traditional media industry that is now more than a decade into its disruptive transformation.

 

The problem is many media companies view digital technologies through a lens of traditional journalism and thus, fail to strategize properly, said Clark Gilbert, president and CEO of Deseret News Publishing Company. "In a post-disruption world, why would people pick up a paper at all? Why would someone turn on the 10 o'clock newscast?" Gilbert asked. "If you are not asking those fundamental questions, there is not a future for you legacy organization." The key to surviving? Innovate. Fail. Innovate again....

Jeff Domansky's insight:

Great insight and a must-read if you care about journalism

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April 20, 2013 10:35 AM
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The New ‘New’ Journalism

The New ‘New’ Journalism | Public Relations & Social Marketing Insight | Scoop.it

The week of the Boston bombings has been a cascade of embarrassments for the news industry. On Wednesday, CNN falsely reported that arrests had been made. The New York Post, never known as a pillar of journalist ethics, sunk to a new low with a front-page photo on Thursday of two young men, captioned, “Feds seek these two pictured at Boston marathon.” The only hitch: These weren’t the suspects. One of them says he’s now afraid to leave his house.

 

But should these media fails really surprise us? Those who have been paying attention know that media bosses have been in a race to the bottom for over a decade. As journalist Nate Thayer describes it, “Not only have all the editors and others responsible for ensuring balanced and accurate story, which was crucial to ensuring believable information, been eliminated in budget cutbacks, but the more overwhelming new reality is the age of instant in the new borderless digital information age.”

Jeff Domansky's insight:

As social media and traditional media collide, the result seems to be a scramble to be first regardless of the facts or journalistic integrity.

Jade Nicole Burman's curator insight, September 21, 2014 10:22 PM

This is just wrong. The media should get their facts straight before releasing such sensitive information on such a sensitive topic. Not only that, I noticed they called the police "feds." They should probably work on their grammar skills as well as their research skills. Oh and maybe reviewing the code of ethics wouldn't hurt either.

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April 20, 2013 3:23 AM
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Breaking News and Social Media: Stop Fighting It | 10,000 Words

Breaking News and Social Media: Stop Fighting It | 10,000 Words | Public Relations & Social Marketing Insight | Scoop.it

Social media and journalism are back in the ring this week. They’re both pretty strong contenders, but not without their weaknesses. In the immortal words of Paulie Pennino, let’s blow these punch-outs. In this corner: Journalism As the underdogs trying to maintain a presence and a living wage, we all know journalists have the power of story-telling and, hopefully, credibility, when news breaks.

 

This Nieman Lab post illustrates the timeline of breaking the Boston bombing on Monday. It shows social media users were able to catch events up to the minute, but it’s only when Reuters retweets it that it becomes News. That’s all because of context. Journalism takes its hardest blows when it forgets that its mission is to provide context.

 

To keep up with social media, journos have fallen prey to the allure of being first. Cable news outlets broadcast, and then tweeted, information about the ongoing investigation and hunt for the bomber without verifying information. Instead of relying on their credibility, their only other strength, media outlets engaged in a strange feedback loo....

Jeff Domansky's insight:

More on the traditional media's challenges in the digital and social media world.

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April 11, 2013 9:35 AM
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What role do alternative news platforms play in the news cycle?

What role do alternative news platforms play in the news cycle? | Public Relations & Social Marketing Insight | Scoop.it
A round up of all the best insights from the live Q&A, which explored how alternative news sites platforms interact with mainstream news sites... The internet has enabled the proliferation of alternative news sites, such as blogs and community news platforms, providing consumers with a variety of perspectives. In our recent live Q&A, we explored what role these news platforms play in breaking news and how far they impact mainstream news reporting. Here is a selection of views from our recent live Q&A looking at the relationship between alternative news platforms and mainstream news sites.... Great insight... more local, more video, more activism, more news...
Jeff Domansky's comment, April 11, 2013 2:13 PM
A must-read...
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April 8, 2013 1:18 AM
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Three lists about BuzzFeed’s serious journalism | Poynter.

Three lists about BuzzFeed’s serious journalism | Poynter. | Public Relations & Social Marketing Insight | Scoop.it

A little more than a year ago, BuzzFeed made the leap into the realm of serious journalism. It hired some known journalists and a lot more hungry young writers, expanded its verticals, and announced a plan to create serious content to go alongside the site’s trademark clever lists. Now, with BuzzFeed creating a home for its long reads, building a business vertical and trying to figure out how to expand into breaking and international news, it’s a good time to assess....

Jeff Domansky's insight:

Good look at what makes Buzzfeed click...

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March 29, 2013 10:14 AM
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Behind the business model of MailOnline, the biggest newspaper site in the world | TheMediaBriefing

Behind the business model of MailOnline, the biggest newspaper site in the world | TheMediaBriefing | Public Relations & Social Marketing Insight | Scoop.it

There is much talk of paywalls at the moment, but don't forget the other side of the payfence: there is a huge opportunity in ad-supported free media and MailOnline is showing the way forward. Print is still hugely important to DMG as a whole - but the company expects digital revenue to exceed print by 2015, which will be quite a milestone. Mail Newspapers MD Guy Zitter stresses this is in a context of revenue growing overall, not shrinking, as this slide from the investor briefing shows....

Jeff Domansky's insight:

Good insight into newspaper revenue, shifts and trends.

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March 29, 2013 1:46 AM
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At The Wall Street Journal, a smartphone app has reporters on board for shooting video | Nieman Lab

At The Wall Street Journal, a smartphone app has reporters on board for shooting video | Nieman Lab | Public Relations & Social Marketing Insight | Scoop.it

WorldStream, the Journal's stream of brief videos built on Tout, is getting premium ad rates and substantial audience numbers. The text-based web is dead, says Michael Downing.

 

When AOL CEO Tim Armstrong announced his intention this month to transform the company into a platform for video, Downing heard a death knell — one he’s been expecting for some time. We are, after all, as he says, on the precipice of “the rise of the visual web.”

 

Downing has a dog in this fight; he’s the founder of Tout, a video sharing website and app that makes it easy for users to upload and share short — under 15 seconds — videos in real-time. Although originally designed as a consumer device, it also appealed to publishers:

 

The Wall Street Journal approached Downing with the idea for a proprietary app that reporters could use as a news gathering tool. With the addition of some analytics tools and a centralized management function that allows editors to quickly vet clips before they’re published, that became WorldStream, which we wrote about in August....

Jeff Domansky's insight:

Look at print journalists as video reporters and the tools they're using.

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September 16, 2013 5:28 PM
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NowThisNews Books Booker For First Instagram Political Interview | MediaPost

NowThisNews Books Booker For First Instagram Political Interview | MediaPost | Public Relations & Social Marketing Insight | Scoop.it

New Jersey Governor Chris Christie is a meat eater and Newark Mayor Cory Booker is a vegetarian. That is what we learned last night in the first exclusive Instagram video interview of a political figure. Posted by the up-and-coming mobile video news company  NowThisNews, this is the first of five installments to be posted this week. 

The series poses one question each day to the Newark Mayor and U.S. Senate candidate. Within the constraints of the Instagram Video format, Booker has about 15 seconds for his answer. In yesterday’s post Democrat Booker illustrated at least one disagreement and difference between himself and Republican Governor Christie. NowThisNews says this is the first interview of a political candidate ever posted exclusively to Instagram. Booker, who is a pretty fast talker, may have been a politician made for Instagram....

Jeff Domansky's insight:

Talk about news bytes! This is an interesting news innovation and a unique way to use Instagram as a news channel.

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July 26, 2013 9:50 AM
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Solutions for Trustworthy Journalism in a Fact-Checking-Free World | Mediashift | PBS

Solutions for Trustworthy Journalism in a Fact-Checking-Free World | Mediashift | PBS | Public Relations & Social Marketing Insight | Scoop.it

...Turns out that what we have now are a lot of ethics codes and policies, but very little accountability.To make sense of this, here’s the kind of lapse I’m talking about, none of which seems to have been addressed.


1. NBC selectively edited a video and badly misrepresented a guy in a real ugly case. Not clear if they’ve come clean about it yet.Suggestion: News outlets should make the full recording available, perhaps via a discreet rapid-response accountability team.

2. Sometimes a news outlet might broadcast a public figure lying, even when they know it’s a lie. This is what Jon Stewart calls the “CNN leaves it there” problem.Suggestion: Reporters are smart — if they know they’re being lied to, don’t broadcast it. If they smell a lie but they’re not sure, do a good faith fact-check....

Jeff Domansky's insight:

Craig Newmark looks at media in a fact-free, checking world and suggests a "list " of improvements...

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July 8, 2013 5:54 AM
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Social media often first at tragedy scene

Social media often first at tragedy scene | Public Relations & Social Marketing Insight | Scoop.it

It is perhaps fitting that the first on-scene report on the Asiana airplane crash came not from a traditional correspondent but via social media in the form of a Samsung executive and one-time online media boss who was also a passenger on the ill-fated plane.In his first tweet, David Eun, the former president of AOL Media and Studios, calmly laid out the dramatic story for a quickly growing worldwide audience:"I just crash landed at SFO. Tail ripped off. Most everyone seems fine. I'm ok. Surreal"...

Jeff Domansky's insight:

Dramatic news through citizen journalism...

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May 12, 2013 3:09 AM
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So who's making money publishing on the web? - Fortune Tech

So who's making money publishing on the web? - Fortune Tech | Public Relations & Social Marketing Insight | Scoop.it

New media companies -- from Gawker to Buzzfeed -- have sprung up to feed every niche (and then some). Which are actually profitable?

 

FORTUNE -- The web has given rise to a number of notable digital publishers serving almost everyone's tastes, from straightforward news to guilty pleasures. For every Pulitzer-winning 10-part series on wounded war veterans, there are just as many frothy posts like the "10 funniest cat GIFs of the week." What about earnings? Some like The Awl have been profitable from the outset; others like Vox Media predict they'll be in the black soon. Here's a snapshot of just several new media businesses and how they're doing....

Jeff Domansky's insight:

Good overview of digital media and profitability.

Ali Anani's curator insight, May 13, 2013 12:21 AM

Lovely reading

Jeff Domansky's comment, May 13, 2013 3:19 PM
Glad it was of interest Ali.
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April 23, 2013 7:24 PM
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Citizen journalism, crowdsourcing are changing news but not how we thought | memeburn

Citizen journalism, crowdsourcing are changing news but not how we thought | memeburn | Public Relations & Social Marketing Insight | Scoop.it

“Will anyone with information please come forward”. It’s a refrain we always hear police echo in crime-dramas. People are too afraid to come forward though for lack of trust in the official authorities or fear of gangs. That’s especially in poverty-stricken, gang-ridden areas. You can easily imagine the classic scene: New York cops at a ghetto crime scene with apartment residents hiding behind their curtains. Then again, we are constantly documenting massive amounts of potential evidence each time we post a photo via Instagram, a video via Vine or even a report by sending out an ‘eyewitness tweet.’ How do we filter the valuable truth from the inevitable noise of social media?

Jeff Domansky's insight:

Big challenges ahead for traditional media in the transition to digital.

Antonella Ciancio's curator insight, May 7, 2013 11:07 AM

There is only one "old" rule that new media cannot change: accuracy.

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April 23, 2013 1:59 AM
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Ex-CNN anchor Ali Velshi: Twitter is merciless when media lag, ruthless when they’re wrong | Quartz

Ex-CNN anchor Ali Velshi: Twitter is merciless when media lag, ruthless when they’re wrong | Quartz | Public Relations & Social Marketing Insight | Scoop.it

For a time, Gabrielle Giffords was dead. So was Newtown, Connecticut, shooter Adam Lanza’s father. Or maybe it was his brother in Hoboken, New Jersey. All three, as we now know, are alive. Two of them weren’t even shot. On the other hand, the alleged Boston Marathon bomber is, actually, under arrest. Then he wasn’t. Then he was.

 

How does the news get it so wrong? I’ve spent almost 20 years as a reporter and anchor and have covered more live, fast-breaking stories than I remember. Mistakes happen regularly on cable news because of the inexact and unreliable nature of rolling coverage. But most of the mistakes don’t matter: the exact color of the car, the exact price of the stock, the exact quote from the courtroom. Ultimately, they all get corrected, as rumor and speculation give way to provable fact and hard evidence. Most of the mistakes end up being of little consequence.

 

But the details surrounding the Boston bomber mattered, because the nation was so heavily invested. Americans were on edge, their sense of safety shattered again. Public anxiety was at its height when the news of an arrest first came. The news, it turns out, was wrong. And this one didn’t fix itself....

Jeff Domansky's insight:

Former CNN anchor Ali Velshi reflects on media challenges, breaking news and more. I'll miss him on CNN but he's due to be on Al Jazeera America when it launches soon.

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April 21, 2013 3:09 AM
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It's Time for Truth on Social Media | Mashable

It's Time for Truth on Social Media | Mashable | Public Relations & Social Marketing Insight | Scoop.it

It’s no longer just journalists delivering information. With social media, the power of information-sharing now rests in the hands of everyday people.... "Contrary to conventional wisdom, one actually has more access to evidence with social media than traditional off-line sources." In some instances, perhaps this is a good thing. But this week, that "evidence" became fodder for hasty accusation, as Redditors attempted to crowdsource the investigation and identification of the Boston Marathon bombers.

 

As the week played out, it became apparent the Reddit search would not trump the one led by authorities. Verification Required Unfiltered information, without context or verification — usually the job of journalists — can be dangerous, as Storyful founder Little points out: When I was a young TV journalist, the phrase ‘golden hour’ meant the early evening light that bathed faces and landscapes in a warm forgiving glow. As a social journalist, I've started to use the term in a different way. I now think of the golden hour as the time it takes social media to create either an empowering truth or an unstoppable lie, when a celebrity death trends on Twitter or an explosive video surfaces on YouTube. In other words, when journalism can matter most....

Jeff Domansky's insight:

Journalism and social media are a challenging combination. 

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April 20, 2013 10:25 AM
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When Following Breaking News, Why it Helps to Think Like a Journalist

When Following Breaking News, Why it Helps to Think Like a Journalist | Public Relations & Social Marketing Insight | Scoop.it
A lot is happening in Boston, just like a lot has happened in past months, including a lot of hype on the news, a lot of confusion, and the spread of quite some misinformation. But eventually, the chase ends, the investigations close, the who, what, where, when, and how get answered, and the why gets speculated over until everyone agrees on a narrative that can help us digest the horror. The journey involves a lot of hype, and lot of (digital and analog) talk around the coffee-machine, Facebook feeds and Twitter channels. Some people end up very hurt, some people cynical, some people apathetic, some people clueless, some people motivated to help however they can. So what can we take away from events like today in Boston? We can think about how we read about it. And in the era of everyone having a voice and a blog and the power to create content, it might help to think a little bit like a journalist....
Stephanie Katcher's curator insight, April 20, 2013 7:05 PM

Social media has encouraged to be more vocal. Perhaps it has also encouraged people to forget their analytical side and foster only their irrational emotional side. Can everyone benefit from thinking like a journalist?

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April 16, 2013 9:40 AM
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A media attack — BuzzMachine

A media attack — BuzzMachine | Public Relations & Social Marketing Insight | Scoop.it

...But the new factor this time — versus 9/11 or London’s bombings or Mumbai’s attacks or even the Atlanta Olympics’ — is the assured presence of media cameras at the finish line of the Boston Marathon. This was the media-centered attack.

 

But here’s a touch of irony: On prime-time TV, the three major networks didn’t alter their programming to continue covering this event. That tells us that terrorism is worth wall-to-wall coverage somewhere between two and 3,000 deaths. Boston, apparently, wasn’t big enough. But at least on cable news, there is plenty of video of the blast and its immediate aftermath to loop over and over and over again....

Jeff Domansky's insight:

The Boston Marathon bombing was a media attack too writes Jeff Jarvis.

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April 8, 2013 4:36 PM
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TV Cord Cutters Growing Faster Than Expected, Numbered >1 Million Last Year

TV Cord Cutters Growing Faster Than Expected, Numbered >1 Million Last Year | Public Relations & Social Marketing Insight | Scoop.it

The number of American pay TV subscribers cutting the cord to focus solely on Netflix, over the air, online, and other sources is growing faster than expected, according to the latest study from Convergence Consulting Group. Last year, the researchers predicted that 930,000 pay TV subscribers would cut the cord, but this year estimate that 1.08 million went ahead and did so. That represents 1.1% of pay TV subscribers, and means that between 2008 and 2012, 3.74 million (3.7%) of US TV subscribers cut their subscriptions.

Jeff Domansky's insight:

If you're Netflix or other recipients of TV audience shift and trends you'll be smiling. If you're cable or "old TV", get ready to fight to keep your audience. Marketers pay attention. 

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April 8, 2013 1:09 AM
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Ten Tips For Journalists To Get Picked Up By Google News | Forbes

Ten Tips For Journalists To Get Picked Up By Google News | Forbes | Public Relations & Social Marketing Insight | Scoop.it

Traditionally, news readers first picked a publication and then looked for headlines that interest them. Google changed that process with its computer-generated Google News site.

 

Google News aggregates headlines from many news sources, groups similar stories together and displays them according to each reader’s personalized interests. Articles are selected and ranked by computers that evaluate, among other things, how often and on what sites a story appears online.

 

Google News also ranks based on certain characteristics of news content such as freshness, location, relevance and diversity. Google’s Maile Ohye further explains how Google News works in this video. Google News provides 100,000 business opportunities to publishers every minute or 4 billion clicks each month. They also have 50,000 competing publishers and with competition this fierce everything that can give you an edge counts.

 

Here is a list of editorial tactics that journalists can employ to increase traffic from Google News....

Jeff Domansky's insight:

Works for PR and marketing too...

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March 29, 2013 2:07 AM
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The Unusual Way One Media Startup Grew to 10 Million Readers in a Year | Entrepreneur

The Unusual Way One Media Startup Grew to 10 Million Readers in a Year | Entrepreneur | Public Relations & Social Marketing Insight | Scoop.it

Upworthy's strategy: In with the old, out with the new. Essentially, Upworthy goes dumpster diving in the Internet's archives, hoping to find gold. They're looking for any scrap of a moving, visual story they can tell that was, for some reason or another, initially overlooked by readers. They polish it off with a catchy headline, send it out into the Twitterverse and Facebook, and watch the readers flock to the page.

 

When you're promoting old stories, there's not much competition either. News sites compete to be the first to a story, so there's a lot of overlapping coverage. It'd be hard for another site to stumble upon the same older content Upworthy finds at exactly the same time. To find the hidden gems, Upworthy's content curators spend a large portion of the day scouring YouTube and other visual sites. They don't crank out dozens of stories each; Pariser estimates only 60 pieces of content are created per week. Interest, not timeliness, is what matters when it comes to social content....

Jeff Domansky's insight:

Good story on Upworthy's growth and success.

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