Skip to main content

How Facebook and Twitter Enable News Discovery


It seems that senior executives at big media companies are still not quite sure if Facebook and Twitter are friend or foe -- relative to their legacy advertising-centric business models.

Granted, the realm of online media used to be more predictable when there wasn't much innovation and all the big players could anticipate their collective lack of creativity. But it was just a matter of time before someone would come along and disrupt their quiescence.

According to the latest market assessment by eMarketer, Facebook and Twitter have taken evolutionary steps to become publishing platforms for news -- not just text, also video, photos and entertainment content.

"Users are learning that the more they share, the more they discover," said Paul Verna, senior analyst at eMarketer. "And the more they discover, the more likely they are to turn first to Facebook for content they used to get elsewhere."

Since late 2011, Facebook has been gradually rolling out its "Timeline" interface, which puts greater focus on media activity compared with the previous iteration of the Facebook news-feed.

According to a report from Simply Measured, as of February, worldwide content engagement on Facebook has gone up by 46 percent -- compared with before the launch of the Timeline.

Apparently Twitter's addition of the "Discover" tab to its navigation menu was also designed to encourage interaction among users and published stories.

Even before Timeline, Facebook’s strategy has been to use social apps to draw users into the media space. eMarketer believes that this has proven to be a winning formula for Facebook and media partners such as The Washington Post, The Guardian, VEVO and Spotify, as well as Zynga’s FarmVille.

"Whether through the efforts of media companies or the unprompted sharing activity of users, more media content is making its way across the social web. This trend has put Facebook and Twitter at the center of the media ecosystem and turned their users into active participants in the content loop," said Verna.

According to the findings from the Pew Research Center Project for Excellence in Journalism, 39 percent of Twitter users said most of the news they got on Twitter in January 2012 was not material they would have read elsewhere. On Facebook, the corresponding percentage was a bit lower at 34 percent.

Therefore, by eMarketer's current estimates of the Twitter and Facebook user bases in 2012, more than 11 million Twitter users and more than 48 million Facebook users are getting news on those services.

Verna has concluded that "Marketers who are savvy about how to use Facebook are focusing on the site's strength as a content portal, its viral power and its ability to deliver qualitative and quantitative feedback on brand campaigns."

That being said, it's still not clear if senior executives at big media companies approve of these latest developments and associated trends -- or if they're viewed as unwelcome encroachment.

Popular posts from this blog

Wireless Solutions Advance Work from Home Trends

Despite a challenging backdrop from the ongoing effects of the global COVID-19 pandemic, the negative impact on fifth-generation (5G) wireless supply chains has been minimal compared to the wider mobile smartphone market. This led to 5G mobile devices becoming more diverse, brought to market quickly at a variety of price points, thereby accelerating affordability and adoption. The mobile market is transitioning to 5G and many leading vendors are now exploring the low-priced 5G smartphone segment. According to the latest worldwide market study by ABI Research, 681 million 5G handsets will be shipped in 2022. Therefore, the race is on for OEMs to find that all-important level of differentiation in their flagship portfolios to help boost margins and improve market share. 5G Wireless Market Development Vendors continue to drive the adoption of new product designs, screen technology, chipsets, and camera setups -- notably within the flagship smartphone segment. Meanwhile, the leaders seek a

Software-Defined Infrastructure: The Platform of Choice

As more organizations adapt to a hybrid working model for their distributed workforce, enterprise CIOs and CTOs are tasked with delivering new productivity-enabling applications, while also seeking ways to effectively reduce IT cost, complexity, and risk. Traditional IT hardware infrastructure is evolving to more software-based solutions. The worldwide software-defined infrastructure (SDI) combined software market reached $12.17 billion during 2020 -- that's an increase of 5 percent over 2019, according to the latest market study by International Data Corporation (IDC). The market grew faster than other core IT technologies. The three technology pillars within the SDI market are: software-defined compute (53 percent of market value), software-defined storage controller (36 percent), and software-defined networking (11 percent). "Software-defined infrastructure solutions have long been popular for companies looking to eliminate cost, complexity, and risk within their data cente

Digital Identity Verification Market to Reach $16.7B

As more enterprise organizations embrace the ongoing transition to digital business transformation, CIOs and CTOs are adopting new technologies that enable the secure identification of individuals within their key stakeholder communities. A "digital identity" is a unique representation of a person. It enables individuals to prove their physical identity during transactions. Moreover, a digital identity is a set of validated digital attributes and credentials for online interactions -- similar to a person's identity within the physical world. Individuals can use a 'digital ID' to be verified through an authorized digital channel. Usually issued or regulated by a national ID scheme, a digital identity serves to identify a unique person online or offline. Digital Identity Systems Market Development Complementary to more traditional forms of identification, digital identity verification systems can enhance the authenticity, security, confidentiality, and efficiency of