Newsgeist 2017 - Ignite Talk
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Ignite talk from Newsgeist 2017 - Facebook engagements across publishers. Get the raw data from here: https://kaleida.github.io/attention-index/. And explore how we present this data at https://www.kaleida.com/.
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Newsgeist 2017 - Ignite Talk
- 3. 14 May to 13 June 2017 30 publishers 131,769 articles 1.1m Facebook engagements
- 7. what is an “engagement” anyway?
- 10. engagements = shares + comments reactions + “The total shares of this URL all over Facebook.” “The sum of reactions across all posts containing the URL on Facebook.” “The sum of comments on posts containing this URL on Facebook.”
- 11. engagements = shares + comments reactions + “The total shares of this URL all over Facebook.” “The sum of reactions across all posts containing the URL on Facebook.” “The sum of comments on posts containing this URL on Facebook.”
- 12. Publisher BPublisher A Median engagements 3,486 Election top 10 places 2 Brand page posts 2 / day Articles 2 / day Employees 1 Median engagements 34 Election top 10 places 0 Brand page posts 66 / day Articles 259 Employees 1,200
- 13. Publisher BPublisher A Median engagements 3,486 Election top 10 places 2 Brand page posts 2 / day Articles 2 / day Employees 1 Median engagements 34 Election top 10 places 0 Brand page posts 66 / day Articles 259 Employees 1,200 -
- 14. Publisher BPublisher A Median engagements 3,486 Election top 10 places 2 Brand page posts 2 / day Articles 2 / day Employees 1 Median engagements 34 Election top 10 places 0 Brand page posts 66 / day Articles 259 / day Employees 1,200 -
- 15. The Daily TelegraphAnother Angry Voice Median engagements 3,486 Election top 10 places 2 Brand page posts 2 / day Articles 2 / day Employees 1 Median engagements 34 Election top 10 places 0 Brand page posts 66 / day Articles 259 / day Employees 1,200
- 16. The Daily TelegraphAnother Angry Voice Median engagements 3,486 Election top 10 places 2 Brand page posts 2 / day Articles 2 / day Employees 1 Median engagements 34 Election top 10 places 0 Brand page posts 66 / day Articles 259 / day Employees 1,200 -
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Editor's Notes
- I’m going to top up your dinner with some data. But first, I need to convince you to trust me. Until a year ago I used to work for the Guardian, where I led the team that built ophan, their real time analytics system. I’m lucky to have seen the positive impact that understandable analytics could have on the newsroom.
- I left to co-found Kaleida, because we passionately understandable data can help journalism as a whole. We track what’s published, how it’s promoted and what the reader response is.
- I’m going to take you on a whistlestop tour of 131,769 articles and 1.1m Facebook engagements on them we’ve seen over the last month from these 30 publishers. The rest of this talk is going to be about Facebook engagements and how we know what good is.
- Let’s start by looking at an interesting number: the median number of Facebook engagements - if you sort all the engagement counts for all of those articles in a line, what’s the number you see in the middle - so half of those articles get less than this number, and half get more.
- Is it 32 (median), 354 (75%), 2,398 (90%), 26,041 (99%), 76,576 (99.9%)? 32. Half of all articles published get less than 32 engagements.
- Let’s put that number in context. Let’s take a look at the crowd at one of the most well attended public events in history. And here they are. That’s more people than engage with most of the articles published over the last month.
- What does it mean to engage with an article on Facebook? There’s a lot of confusion here - people including me in the past - talk about engagements, shares, likes, reactions. Organic shares. Likes on Posts. And this confusion hasn’t been helped by Facebook themselves. Here’s what the api to get hold of this number described it as two years ago.
- So you can see two years ago there was just a “share count”. By early this year, Facebook clarified that this value was actually an aggregation of shares, likes and comments. This is the number that appears on e.g. a like button.
- And in April this year they released v2.9 of their API, where they didn’t just clarify it further, but provided new data with the breakdown.
- Shares Includes: Public page posts Timeline posts Comments that mention a URL
- So the 32 isn’t even 32 people – 1 person commenting 32 times is enough!
- After those hard stats, I thought it’d be fun to play some top trumps now. Selected two publishers from my deck. A had a very much above average 3,486 median engagements, and took 2 of the slots of the top ten articles by engagements about party leaders during the Uk general election. B however.. Any guesses?
- Let’s play top trumps. Selected two publishers from my deck. A had a very much above average 3,486 median engagements, and took 2 of the slots of the top ten articles by engagements about party leaders during the Uk general election. B however.. Any guesses?
- AAV and the Telegraph. Could have picked any big publisher here.
- Now I have no idea what process of editorial review he puts his content through, how many sources he requires before publishing or what level of fact checking he does. But then as a consumer I don’t know that for the Telegraph either – or any other publisher we track.This contrast we see across the board. But it’s not all bad news.
- It’s not all bad news for the big publishers. Last week Facebook made a change.
- For this one article,– jumped from 46k to over 400k engagements. This 10x change was unusual, but we’ve typically seen improvements of about 75%. If engagements are the currency of the social web they just got revalued. But credit to facebook for fixing it. How many were aware of this change?
- So where does this leave us? We’ve seen dismal performance on Facebook for many articles published, with most disappearing without trace, and tiny blogs getting better engagement than huge publishers. It has to get better than this. As publishers, we need to put our differences aside, and talk together to learn how better to engage.
- So why trust me? Analyse this data for yourself – thanks to DNI funding we’re able to make it public on an ongoing basis. Thank you.