Weekly Digital News Roundup: February 7-11
LinkedIn Is Looking More Like a Publisher as It Grows Its Native Ad Business
- According to AdWeek, LinkedIn is looking more and more like a publisher these days. The professional networking site eschews the term, but its recent moves suggest otherwise, from its Influencers blog network to its acquisition of news reader Pulse and the introduction of native advertising.
- Now, LinkedIn is going even further in that direction by acting as a content broker between brands and publishers. Meaning, if a marketer is in need of content to distribute to readers, LinkedIn’s team of “content marketing consultants” can link it up with a roster of partner publishers.
- In the first such arrangement, LinkedIn worked with tech company Emerson to distribute stories from The Atlantic with the aim of reaching professional women. “It’s elevating the power of The Atlantic to facilitate a conversation … for an audience that might not have discovered it on The Atlantic on their own,” said Atlantic publisher Hayley Romer.
Twitter Opens its Data to Researchers and Academics with New Data Grants Initiative
- According to The Next Web, Twitter has been busy opening its data up to media — through a deal with CNN and Dataminr — and the music industry — via an agreement with 300 Entertainment — and now it is focusing on helping researchers and academics.
- The company has announced the Twitter Data Grants initiative which it says will “give a handful of research institutions access to our public and historical data”.
- Users send over half a billion tweets per day, so there is all kinds of information that researchers may want to dig into, from health predictions and information, to global weather, seasonal culture (like Chinese New Year), public opinion on issues, etc. Twitter has partnered with Gnip — one of its official data resellers — on this initiative.
Social Advertising Revenues Forecast to Grow 31% in 2014
- According to Search Engine Watch, with many social networks maturing over the past two years and investing in advertising platforms, it’s only natural to see increases year-over-year in ad revenue. But with networks like Tumblr and Instagram joining the advertising game in late 2013, the social space is set for high growth in 2014 and beyond.
- With the need for specialized talent, such as a community manager or social strategist on staff, the investment into social advertising goes past media spend. It will be important for each social channel to provide an advertising interface that includes a full suite of analytics.
- Marketers will also need to be able to tie things like customer retention and customer service to their efforts. Over the years there have been conversations surrounding the value of a Like or follower. Conversations around this subject will need to continue to evolve so marketers can understand the value behind their efforts.