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社交共享成新聞評(píng)價(jià)新指標(biāo)

社交共享成新聞評(píng)價(jià)新指標(biāo)

Gregory Galant 2013-06-25
社交媒體出現(xiàn)之前,沒(méi)有通用的量化標(biāo)準(zhǔn)可以準(zhǔn)確衡量一篇文章或者報(bào)道的閱讀量。社交媒體崛起后,評(píng)論、轉(zhuǎn)發(fā)、“贊”等“社交共享”功能正在取代網(wǎng)絡(luò)發(fā)展早期的獨(dú)立訪(fǎng)問(wèn)量和瀏覽量等模糊的指標(biāo),成為新聞出版界衡量傳播效果的通用標(biāo)準(zhǔn)。

????試想一下,如果一項(xiàng)奧林匹克運(yùn)動(dòng)沒(méi)有任何通用的量化指標(biāo),那將會(huì)是什么樣子。成千上萬(wàn)名極具競(jìng)爭(zhēng)力的運(yùn)動(dòng)員奮勇?tīng)?zhēng)先,但只能通過(guò)雞尾酒會(huì)上的喋喋不休和同行的補(bǔ)充意見(jiàn)來(lái)計(jì)分。過(guò)去幾個(gè)世紀(jì)的新聞界就是這樣。歡迎光臨。

????印刷時(shí)代,發(fā)行量充其量只能算是一個(gè)可疑的數(shù)字,任何人當(dāng)然也沒(méi)有辦法來(lái)評(píng)判報(bào)刊上的某篇既定文章相對(duì)于其他文章的閱讀量。

????從20世紀(jì)90年代開(kāi)始,網(wǎng)站具備了改變這種狀況的潛能,但除了極少數(shù)例外,它并沒(méi)有做到這一點(diǎn)。雖然出版商可以使用Google Analytics或Omniture等工具跟蹤統(tǒng)計(jì)每篇文章的瀏覽量或獨(dú)立訪(fǎng)問(wèn)者數(shù)量,但其中大多數(shù)從不向公眾發(fā)布這些數(shù)據(jù),甚至也不向它們自己的作者公布。在評(píng)稿會(huì)上,新聞機(jī)構(gòu)的高管們會(huì)說(shuō),他們不向員工提供這些統(tǒng)計(jì)數(shù)據(jù),因?yàn)椴幌M浾邆優(yōu)樘岣邽g覽量而寫(xiě)稿。然而,鑒于出版商長(zhǎng)期以來(lái)優(yōu)化整個(gè)在線(xiàn)業(yè)務(wù)的目的正是為了提高瀏覽量,一位持懷疑態(tài)度的觀(guān)察家可能很想知道,他們隱瞞這些數(shù)據(jù)是不是為了防止明星記者提出加薪要求,或者是害怕網(wǎng)站的慘淡流量被泄露出去。

????如果把新聞比作一場(chǎng)馬拉松比賽,那么記錄成績(jī)的秒表已經(jīng)被發(fā)明出來(lái)了。社交網(wǎng)絡(luò)現(xiàn)在提供了可公開(kāi)訪(fǎng)問(wèn),能夠評(píng)估一篇文章的通用指標(biāo),形式就是這篇文章在Twitter、Facebook、商務(wù)社交網(wǎng)站LinkedIn 和谷歌社交平臺(tái)Google+上的分享次數(shù)——我們姑且稱(chēng)之為“社交共享”。

????創(chuàng)建社交網(wǎng)絡(luò)的本意并不是為了提供這類(lèi)數(shù)據(jù),它只不過(guò)是社交網(wǎng)絡(luò)在嘗試著將其分享組件置于每個(gè)網(wǎng)頁(yè)的過(guò)程中所產(chǎn)生的一個(gè)副產(chǎn)品。這個(gè)概念是由Digg公司首先推廣的,這家網(wǎng)絡(luò)公司鼓勵(lì)出版社將Digg按鈕置于文章頁(yè)面。Digg的流行程度逐漸減退之后,F(xiàn)acebook的“喜歡”按鈕和Twitter的tweet組件占據(jù)了中心舞臺(tái)。它現(xiàn)在已成為社交網(wǎng)站的一個(gè)標(biāo)準(zhǔn)功能。

????雖然只有一部分出版社選擇在自己的網(wǎng)頁(yè)上顯示社會(huì)共享數(shù)據(jù),但通過(guò)一個(gè)簡(jiǎn)單的API調(diào)用,任何人都可以免費(fèi)獲得網(wǎng)站任何頁(yè)面的共享數(shù)據(jù)。我們很難低估這種技術(shù)在多大程度上改變了在線(xiàn)內(nèi)容的游戲規(guī)則。出版商再也沒(méi)有辦法繼續(xù)控制一些最重要的分析數(shù)據(jù)。作者們可以在第一時(shí)間獲悉自己作品的實(shí)時(shí)表現(xiàn)。出版商可以分析競(jìng)爭(zhēng)對(duì)手的出版物上哪些文章備受歡迎或無(wú)人問(wèn)津。我的上一篇專(zhuān)欄文章已經(jīng)談到,公關(guān)經(jīng)理們可以衡量一篇報(bào)道對(duì)客戶(hù)的影響。甚至政府也無(wú)需援引《外國(guó)情報(bào)監(jiān)視法》(FISA)就能監(jiān)控一篇揭露丑聞的報(bào)道所產(chǎn)生的反響。

????任何新的衡量指標(biāo)勢(shì)必將引發(fā)一場(chǎng)關(guān)于其健全程度的激烈爭(zhēng)辯——瀏覽量的價(jià)值就被激烈爭(zhēng)論了逾10年之久?!吧缃还蚕怼弊杂衅鋬?yōu)點(diǎn)和缺點(diǎn)。我將在下篇專(zhuān)欄文章中對(duì)此進(jìn)行分析。在此期間,寫(xiě)手們最好準(zhǔn)備一下,以迎接“社交共享”的評(píng)判,因?yàn)樗悄壳拔ㄒ灰粋€(gè)通用的文章評(píng)價(jià)指標(biāo)。(財(cái)富中文網(wǎng))

????本文作者格里高利?加蘭特是面向記者和新聞行業(yè)的社交網(wǎng)絡(luò)Muck Rack的首席執(zhí)行官。他也是短文獎(jiǎng)的共同創(chuàng)始人,該獎(jiǎng)項(xiàng)頒發(fā)給社交媒體的最佳作者。加蘭特為數(shù)家創(chuàng)業(yè)公司提供過(guò)咨詢(xún)服務(wù),并在TechStars創(chuàng)業(yè)加速器擔(dān)任導(dǎo)師。

????譯者:任文科

????Imagine an Olympic sport without any universal quantitative metrics. Thousands of hyper-competitive athletes competing furiously with each other, but only able to keep score by chatter at cocktail parties and complements from their colleagues. Welcome to the world of journalism for the past several centuries.

????In the age of print, circulation numbers were dubious at best and there was of course no way for anyone to tell how much a given article in a newspaper or magazine was read relative to another.

????The web had the potential to change that starting in the 90s, but with rare exceptions it didn't. While publishers could track stats like pageviews or unique visitors for every article using tools like Google (GOOG) Analytics or Omniture (ADBE), most never released granular data to the public or even their own writers. On a panel, news executives will say they don't make stats available to staff because they don't want their journalists writing for pageviews, but given that publishers have long been optimizing their entire online businesses for pageviews a skeptical observer might wonder if they withhold the data to keep stars from demanding raises or leaks of dismal traffic from occurring.

????If journalism is a marathon, the stopwatch has just been invented. The social web now provides universal, publicly accessible, metrics on which to judge an article in the form of Twitter, Facebook (FB), LinkedIn (LNKD) and Google+ shares -- let's call them social shares.

????Social networks didn't set out to provide this data, it's a byproduct of their bids to get their share widgets (which feature the share count) on every webpage. The concept was popularized by Digg which encouraged publishers to put Digg buttons on article pages. As Digg faded from popularity, Facebook's like button and Twitter's tweet widget took center stage. It's now became a standard social feature.

????While only some publishers choose to display the social share data on their web pages, the data is available for any page on the web to anyone for free through a simple API call. It's hard to understate how much this is changing the game of online content. Publishers no longer control some of the most important analytic data. Writers know how well their work is performing in realtime. Competitors can analyze which articles are successful or duds in rival publications. As I wrote in a prior column, public relations executives can gauge the impact of a story about their clients. Even governments can monitor (without a FISA request) the resonance a muckraking story has.

????Any new metric invites a vigorous debate on how healthy it is -- the value of the pageview has been hotly debated for over a decade -- and the social share has its pros and cons. I'll leave that analysis for another column. In the meantime, writers better prepare to be judged by the social share since it's the only universal metric for articles in town.

????Gregory Galant's the CEO of Muck Rack, the social network for journalists and companies in the news. He's also the cocreator of the Shorty Awards which honors the best of social media. Galant advises several startups and is a mentor in the TechStars startup accelerator. Follow him on Twitter.

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