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Personalized social news yang sun


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Personalized social news yang sun

  1. 1. THE UNIVERSITY OF MEMPHISPersonalized Social News A THESIS SUBMITTED FOR PROFESSOR.BREY MKTG-7546 Marketing in a Digital Environment BY YANG SUN April 2012 Page 1 of 8
  2. 2. THE UNIVERSITY OF MEMPHIS Personalized Social News1. News consumption shifts from Papery to Personalized SocialAs we know, normally, news means content that is published and printed with ink onpaper, distributed by different channels as newspaper or magazine. When personalcomputers hit the scene in 1980s, the publisher started to put the content of theirpublished news online. And lots of news websites were founded in early 2000. Peoplestarted to get the news from website from their favorite website, but still standardformat and content.Through the development of internet, more and more information can be found in theinternet. The information booms, which changes the news consumption behavior.People are more like to have a filter to help them to select their interested news. Thedevelopment of search engineer made this come true. For instance, the “GoogleAlerts” can automatically notifies users when new content from news, web, blogs,video and/or discussion groups matches a set of search terms selected by the user andstored by the Google Alerts service. Notifications can be sent by email, as a webfeed or displayed on the users iGoogle page. Users can determine the frequency ofchecks for new results. Alerts are sent only if new content matches the user-selectedsearch terms.In late 2010s, social networking started to prevail. In 2010 about 6 of 10Internet-connected Americans used a social network, almost double the number in2008. More and more real social connections are transferred to the internet. Themobile technology helps people to share information with their friends, parents andcolleagues through Facebook, Twitter, Flicker and Linkedin etc. People can read thenews, picture and video which are shared by their friends. For the news business andany other that aims to provide relevant information to online communities, theconsequences are profound. Readers will become increasingly dissatisfied with newssites and apps that show them the same stories everyone else sees. And in the pastyear, a revolutionary shift has taken place in the way we consume news. We havegone from consuming news through traditional media, news websites to having thenews broadcast to us by our social network of friends. The social network of a readeris quickly becoming their personalized news wire. In fact, 75% of news consumedonline is through shared news from social networking sites or e-mail.Today, we are on the stage of consuming “Personalized Social News”, Social news isfinding us. Readers who still actively seek out the news want, and almost expect, it tobe personalized and customized to their tastes and interests. News organizations, Page 2 of 8
  3. 3. THE UNIVERSITY OF MEMPHISsocial networks and technology companies are all attempting to respond with sitesand tools that address this changing shift toward a personalized social news stream.2. Personalized Social News Analysis2.1 The trend of Personalized Social News leads to the publishing revolution A. From content and channel focus to content and engagement focusIn the traditional newspaper and magazine industry, a good content is the key toattract the readers, and a well established distribution channel is the most importantelement that forms the final customer penetration rate. But in today’s society, we arenot in the states of lacking information, in contrast, we are embraced by too manyinformation. Some of them are useful, and some of them are just noise. This leads to ashift from trust in news organizations to the individual people you know. For instance,an article written by infamous author, but shared by most of our friends will have amuch more attractions to us compared with an article written by a famous writer.Now, customer engagement has replaced the distribution channel to be the mostimportant fact to influence the penetration rate due to the spreading power of socialnetworking. Thus, we can find that lots of online newspaper and magazine have addedthe function to let you comment and easily shared with your social network. TakeSlate (online magazine) for example, now it allows the registered readers subscribeonly to the sections, blogs and writers they’re interested in and allow them tocomments and share with their friends via Facebook and Twitter in order to improvethe customer engagement. But, Slate isn’t yet on mobile, which prohibit the furtherengagement with customer. If it goes on mobile, it will be more social andcustomizable. B. The quick reaction is more important than the content itself.The internet and mobile technology expedite the information communication.Previously, the news and magazine comes to the users every day, every week, or evenevery month. But now, in the trend of social customized magazine, we find users areactive seeking the information, they want their personal magazine every hour, everyminute or even every second. The one who publishes the news first, will always getthe most influence, such as retweet and comments. And people will form theirjudgment and likeness based on their own opinion and their social network’s response,instead of the news or article authors.A evidence of this influence is Huffington Post (online newspaper) are now using the Page 3 of 8
  4. 4. THE UNIVERSITY OF MEMPHISlatest technologies offered by both Facebook and Twitters application programminginterfaces (APIs) to publish automatically and directly to those platforms. They sendupdates to customers News Feed by using Facebooks Open Graph protocol,automatically generating pages for each of the important topics they cover, called BigNews pages. With Twitter, likewise, they have created over one thousand Big Newsaccounts -- from alerts on Egypt to the latest news on airlines. When news breaks,we’ll get instant updates.2.2 Emerging business based on the trend of Personalized Social News A. Business of Integrated PlatformAs news and articles are dispersed on the internet, and our social network is also indifferent places, as Facebook, Twitter, Linkedin etc. It is an emerging need of anintegrated platform to combing these together. Just the same as we read newspaper ormagazine, it’s better to have a carrier which can include all the information, instead ofswitching among different carriers. These facts encouraged some new firms to focuson supply an integrated platform for the social customized news.Now, some companies have started in this area. Flipboard is seemed as the firstintegrated platform of a social customized magazine. It combines all the informationyou may interested from Facebook, Twitter, Google Reader, Tech News and nowLinkedin etc. B. Business of Visible NewsThe area that perhaps needs the most exploration and room for innovation is how tovisually present personalized and social content to readers. Now, many of the socialstreams are still quite text-heavy in the design. But we can find few companies suchas Pulse has started to focus on making the content more visually. This indicates agrowing opportunity that new businesses that help the traditional publisher transferthe text to visually will be coming.3. Future of Personalized Social News“This pensonalized social news is a threat to journalism. The development of the webhas broken journalists’ monopoly on news reporting” Said by Jay Rosen, New YorkUniversity journalism professor and media critic. This threat, he adds, is the samethreat currently confronting many other professional information gatekeepers in thenetworked world. “All kinds of knowledge monopolies—and positions of authoritybased on them—are wearing away…[and]…the professionals who have gained Page 4 of 8
  5. 5. THE UNIVERSITY OF MEMPHIScontrol of institutions of various kinds—including politics—are not going to have thatkind of control anymore”However, “this does not mean we do not need journalists...we still need professionaljournalists to interpret the world, and explain things to us…But we need form an opensource journalism, the press must become even more interactive…the traditionalnewspaper business model has run out of stream” This open source journalism canbeen see as lots of media company has started to employ popular Twitter writers.It’s not that people have lost interest in the news, it’s that they have shifted platforms.“The shift toward personalization of news is in many ways a response to the problemof noise, but also a shift from trust in news organizations to the individual people youknow who now often act as curators”, “There’s no such thing as information overload,there’s only filter failure.”“The social stream is a means to filter success. Relying on friends and a personalnetwork to filter the news and point out the best stuff solves that problem identified.”Rosen said. “Also, the trust that readers place in people they know isn’t the same asthe trust they place in news organizations. But prior to the evolution of the web to itscurrent social state, people who you know couldn’t be news sources the same waythat big media companies could. But now in a sense they are able to. That’s becausepeople have an influential voice in the new and social distribution model, and is justas integrated into the conversation around the news as the news makers themselves(and many times they are the ones to make the news too).” “People can use the‘Facebook’ news feed and their Twitter streams as their editors,” Rosen said.These emerging changes influenced the entire society, as news could be related topolity, business, journalism and individual. The News organizations that see this shiftare hoping to enlist users as their “editors” by making it easier for them to engagetheir content on social platforms. Some companies, like National Public Radio, arestarting to pay attention to their audiences in the social space and are investingresources to learn about their consumption habits. And some business companies arestarted to use social influencer to help them write comments of their products. Thesechanges and reactions leads to the future question of the credibility.As Rosen indicates, “though news is increasingly social and user-generated, thepersistent fear is one of credibility and a flaw in measuring a curator’s knowledge onor interest in a topic. This problem could be improved by enabling users to developmore targeted news feeds on personalized topics of interest, but also by identifyingspecific sources and curators of information as more or less credible than others.”Rosen describes this as news curators with “levels” of knowledge attributed to them, Page 5 of 8
  6. 6. THE UNIVERSITY OF MEMPHISanalogous to player levels in game design. For example, if you’re just coming to newsabout the “fight over immigration in Arizona” and you have heard mostly noise butknow nothing about it, you’re a level one user, Rosen describes. This would providereaders with more focused news that is tied to their knowledge, and help filter throughthe noise on a specific topic.Solving such a problem will be crucial as we move toward a more social consumptionnorm. One of the possible is to provide a credibility index of the news sources, notonly care about who is sharing the information, but also who is knowledgeable, basedon whether they are eye-witness to an event or are experts on the topic. This mighthelp consumers better decide what information is credible.The other problem caused is many corporate find some employees have built theirown social influence through their Facebook or Twitter etc, which is seems as theirpersonal brands leveraging the brand equity of their employers. These influence canbe a harm to the corporation when the employees are leaving the sompany. On 2011Christmas Day, The New York Times reported on a lawsuit between a company andone of its highly influential employees who departed, absconding with his 17000+Twitter followers in the process. How to reasonable use the individual power of socialnews and avoid the potential harm to the corporation is the next research area.Combining the previous insights, a corporation will build its own advantage in thetrend by enhancing the six dimensions, which are “customer engagement, quickreaction, integrated platform, visual content, credibility and balancing corporateinfluence and tweeter star”4. ConclusionThe mobile technology development and smartphones prevalence contribute the newimpulse of the personalized social news. In the next five years, it very well could bethat you’ll be more likely to have news find you through the social graph thanconsuming news through traditional means of TV, radio and even news websites.Consumption itself is almost no longer the sole focal point, but instead the focus isalso on the way readers can share, repackage, and customize new to fit into theirpersonalized social news stream model could then help establish a credibility indexamong users as sources, helping consumers better decide what information iscredible. Page 6 of 8
  7. 7. THE UNIVERSITY OF MEMPHISREFERENCEVadim Lavrusik, Aug 2010, "How News Consumption is Shifting to the PersonalizedSocial News Stream"Market Council, November 2011, "DECODING 2012 MEDIA &MARKETING TRENDS"Jeff Sonderman, June 2011, “How you can use social machinery to powerpersonalized news delivery”Connie Zhang, Aug 2011, “5 News Personalization Tools Bring You Only The StoriesYou Want”Published by Forbes, Dec 2011,“Is Twitter Influence Portable”Lauren Indvik, Jan 2012, “Slate Gets Personal With Customized Newsfeed”Palo Alto, Calif. March 2012, “Now With Cover Stories, Flipboard For iPad Has ASingle Place To Quickly Find Interesting News From Friends And Sources”http://www.slate.comhttp://www.huffingtonpost.comhttp://flipboard.comhttp://www.pulse.meInterviewer Bio (Jay Rosen)Jay Rosen, press critic, writer, and New York University journalismprofessor .Jay Rosen has been on the journalism faculty at New York Universitysince 1986; from 1999 to 2005 he served as chair of the Department. He lives in New Page 7 of 8
  8. 8. THE UNIVERSITY OF MEMPHISYork City. Rosen is the author of PressThink, In April 2007 PressThink recorded itstwo millionth visits.He also blogs at the Huffington Post. In July 2006 he announced the debutNewAssignment.Net, his experimental site for pro-am, open source reporting projects.The first one was called Assignment Zero, a collaboration with A secondproject was OfftheBus.Net with the Huffington Post.Rosen is a former member of the Wikipedia Advisory Board. He is currently on theadvisory board of Digital First Media, which runs two newspaper companies: JournalRegister Company and Media News Group. He is also a member of the advisoryboard of Post Media, the largest newspaper company in Canada. In November, 2011he joined the board of The Gazette Company, based in Cedar Rapids, Iowa.In 1994 he was a fellow at the Shorenstein Center on the Press, Politics and PublicPolicy at Harvard University, and in 1990-91 he held a fellowship at the GannettCenter for Media Studies at Columbia University.A native of Buffalo, NY, Rosen had a very brief career in journalism at the BuffaloCourier-Express before beginning graduate study. He has a Ph.D. from NYU in mediastudies (1986). Page 8 of 8