Write for sharing
Better headlines with AB-testing
People who care on platforms that matter
Troubleshoot unpopular content
Publishing as a process
Build a social media army
Keep it simple
Hi, my name is Stijn Debrouwere. I was previously the data analyst at The Guardian and then NetFusion. I will be your instructor for the course Going Viral. Why talk about social media analytics? Well, the first reason is because it's so very important for most news organizations. Almost 50% or way more than that of your traffic will come from places like Facebook and Twitter. That's the very first place that you want to look if you want to increase your traffic, if you want to increase your audience, it's going to be social.
The second reason is that actually, social media analytics, it works. With a couple of quick fixes and couple of quick techniques and tips, you'll be able to get many more visitors for content that is pretty much exactly the same. That brings us to the third reason, as well, there's so much analytics out there that looks really impressive. A lot of people talk about big data this and big data that. But a lot of it just doesn't really work and so people end up discussing about the stuff like the best metrics and the best this and the best that.
Generally, it doesn't work that well but social media analytics does work and a lot of the techniques that we'll learn things like A/B testing are applicable for any analytics you want to do. Learning about social media analytics is a great basis for just any analytics you want to do in general. One question you might have though is, "Doesn't all of this lead to more and more clickbait?"
One of my favorite articles by ClickHole, a satire site run by The Union and it's up on the slide here is six pictures of Scarlett Johansson that will make you say this is a picture of a boat. Stuff like that and you get wondering why are we even doing this social media analytics because this is what ultimately we end up with. That's not necessarily true. What I've seen at most news organizations that I've worked with is that people can use this information very responsibly. They know that they have a certain obligation to their readers to bring high-quality content. But, you still have to get people to read it and that's what social media analytics is about.
I think you'll enjoy this course if you're a writer, an editor, an analyst, anyone who works in a newsroom. Thanks. Let's get started.
Mathias Felipe is pursuing his PhD on ‘Branding Data Journalism’ at the University of Navarra under JOLT project, which is a Marie-Skłodowska-Curie European Training Network funded by the European Commission’s Horizon 2020.
I'm working on NHK, Japan Broadcasting Corporation as a web producer in NHK World Department. Learning QGIS and Python
Jornalista brasileiro formado pela Universidade Federal de Pernambuco (UFPE). Trabalhou no Jornal do Commercio e na Folha de Pernambuco
Originally from Hungary, Julia studied Marketing and Business Management in Denmark, France, and England. After working for two years in Hungary and China, she completed her Master's degree in Media and Public Relations at Leicester University, where she wrote her dissertation on ageism in the media. Dedicated to spreading the word of good causes, Julia joined CEJI-A Jewish contribution to an inclusive Europe in October 2016 as Communication Officer.
I tutor: Quality journalism
Currently working as a part-time freelance writer on sustainability and climate action, and in communications for Friends of the Earth Europe. I run a climate action newsletter called The Green Fix https://thegreenfix.substack.com/welcome
I was previously selected to be a DICE Storymaker writing on social enterprises for Pioneers Post. Founder of Wild Magazine. TEDx speaker. Shortlisted for Undergraduate of the Year for Impactful Social Action 2019. Graduate from University of York with a First Class Degree in BA English Language and Linguistics.
I'm an engineer with a knack for design and storytelling. I appreciate news and good journalism. I'm also passionate about music, art, and food. I believe quality news shouldn't only be accessible to the WSJ or Post reader, but also to the one who seeks news through entertainment.
(a human, not a bot, with some thoughts) Google, HubSpot & Lean Six Sigma certified Marketing, Analytics and Business Development Consultant