In a world that’s becoming increasingly more viewed from a screen, many news outlets have turned to online platforms in order to maintain and increase their audience. However, with a change in structure comes a change in maintenance. As more and more prominent sites begin to enter the news circle, companies have adopted new ways of tracking, recording and examining user activity in order to compete with the growing industry.
The process of examining audience activity to better understand and adapt to subscribers is one that has proven to be beneficial and almost essential to online news outlets. For example, an article released last year details how interpreting media statistics can impact major decisions made by companies in order to bring in higher amounts of profit.
This strategy often works as an incredibly detailed comb, tracking users’ activity within websites in order to better understand their habits and desires within the news platform. This could include broader topics, such as Nielson’s monthly summary of website activity within the US, or it could be more detailed, such as using websites like Parse.ly which can track things such as video analytics.
With such expansive information at the snap of a finger, companies like Facebook, Buzzfeed, and Twitter are continually searching for ways to improve their sites. For instance, Facebook recently introduced the idea of a chatbot, something that will allow for easier access between companies and consumers. This investment by Facebook lines up with a released estimate that 1.6 billion people will become regular users of mobile messaging apps by the end of the year.
In addition to determining overall subscribers’ use of online news sources and websites, many companies are also investing in learning about web usage within specific demographics. This information can allow companies to satisfy the needs and demands of populations within the general public, creating a more in-depth and personal relationship between the consumers and the product. However, not everyone is pleased with their information being used by big companies.
“People should be be very concerned about this, but it’s a catch 22. There’s no way we are going to survive these days without some automation tools, so people just get used to giving their information away, but they should be thinking about what data they are putting out there, starting with their social data.”
– Mikael Berner, CEO of EasilyDo (source)
Nevertheless, more and more companies today are resorting to the use of such information in order to maximize profit. Whether consumers are intentionally providing information or not, chances are their activity is being tracked one way or another.
In the end, it would appear that while the aim of improving profit for news sources remains the same, many companies are relying on newer and more advanced strategies in order to stay relevant in an ever-changing field. With the addition of data-tracking sites such as Parse.ly and Nielson, it’s becoming easier and easier for companies to access their consumers’ activity. Between evolving technology and evolving consumers, many sources are depending on these statistics to interpret the activity of users and get a leg up in the competition.