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

Industrial and Manufacturing Technology Growth

In an evolving era of rapid advancement, market demand for innovative technology in the industrial and manufacturing sectors is skyrocketing. Leaders are recognizing the immense potential of digital transformation and are driving initiatives to integrate technologies into their business operations.  These initiatives aim to enhance efficiency, reduce costs, and ultimately drive growth and competitiveness in an increasingly digital business upward trajectory. The industrial and manufacturing sectors have been the backbone of the Global Networked Economy, contributing $16 trillion in value in 2021. Industrial and Manufacturing Tech Market Development   This growth represents a 20 percent increase from 2020, highlighting the resilience and adaptability of these sectors in the face of unprecedented challenges, according to the latest worldwide market study by ABI Research . The five largest manufacturing verticals -- automotive, computer and electronic, primary metal, food, and machinery -

Rise of AI-Enabled Smart Traffic Management

The demand for smart traffic management systems has grown due to rising urban populations and increasing vehicle ownership. With more people and cars concentrated in cities, problems like traffic congestion, air pollution, and greenhouse gas emissions are pressing issues. Since the early 2000s, government leaders have been exploring ways to leverage advances in IoT connectivity, sensors, artificial intelligence (AI), and data analytics to address these transportation challenges. The concept of a Smart City emerged in the 2010s, with smart mobility and intelligent traffic management as key components.  Smart Traffic Management Market Development Concerns about continued climate change, as well as cost savings from improved traffic flow, have further motivated local government investment in these advanced systems. According to the latest worldwide market study by Juniper Research, they found that by 2028, smart traffic management investment will be up by 75 percent from a 2023 figure of

AI Software Market will Reach $251 Billion

The growth in Artificial Intelligence (AI) software could lead to many benefits. As more organizations adopt AI, they may become more efficient, productive, and able to offer improved products and services. The global job market could also expand, with demand growing for roles like AI engineers and technicians. Plus, AI apps could enable breakthroughs in fields like healthcare, transportation, and energy. The worldwide AI software market will grow from $64 billion in 2022 to nearly $251 billion in 2027 at a compound annual growth rate (CAGR) of 31.4 percent, according to the latest market study by International Data Corporation (IDC). AI Software Market Development The forecast for AI-centric software includes Artificial Intelligence Platforms, AI Applications, AI System Infrastructure Software (SIS), and AI Application Development and Deployment (AD&D) software (excluding AI platforms). However, it does not include Generative AI (GenAI) platforms and applications, which IDC recent