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This is a cross-post from my company blog. 

CNN has released the results of what I deem a very powerful study, making the connection between all  of the news-sharing madness happening across the social space, and how advertisers benefit. The global research study into the power of news and recommendation, called POWNAR, was pretty high-tech. According to CNN, it included: “a thorough semiotic analysis, neuro-marketing techniques, news tracking and an ad effectiveness survey to demonstrate that shared news drives global uplifts in brand metrics.”

Having worked at six news organizations, most recently WRAL, I am very familiar with the conversations surrounding the popularity of news sharing and the perplexities that have come with properly defining exactly how the news organizations, which create the content being shared, can capitalize on it all.

At first, the main area of concern was the fact that the content was moving beyond the news website to social networking sites. (“What, they’re taking our content and posting it on Facebook? My word!”)

News managers were finally able to move past that once everyone adopted the “if you can’t beat ‘em, join ‘em” mentality, which brought in a flurry of “share this” widgets on pretty much every news story on mainstream news website.  These tools encourage sharing and have reduced it to a single click.

I sat in a number of meetings trying to convince the higher-ups that this sharing was a good thing and if the news organization actually got involved in these social networks and started communicating with viewers and readers directly, it would be a testament to the company’s ability to adapt in the new media space.  It would also further humanize the brand.

Another hurdle successfully cleared. I say this because I’m sure you’ve seen the hundreds of journalists on Twitter, heard the pleas from news anchors to “friend us on Facebook” and read the crawls underneath Larry King and Anderson Cooper’s  introductions to their  shows telling you to follow them on Twitter. I don’t need to convince you that news organizations have embraced the power their information yields across social media platforms.

But back to the point….

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This is a personal blog. The opinions expressed here represent my own and not those of my employer. Feel free to challenge me, disagree with me, or tell me I’m completely nuts in the comments section of each blog entry.

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