Weekly Digital News Roundup: March 29 – April 2

Weekly Digital News Roundup: March 29 – April 2

Facebook’s Mark Zuckerberg Starting Political Group

  • According to the Wall Street Journal, Mark Zuckerberg is adding a new title to his roster: political organizer. The 28-year old Facebook Inc. chief executive is in the process of co-organizing a political advocacy group made up of top technology leaders that would push federal legislative reform on issues ranging from immigration to education, said people familiar with the development.
  • The group, which so far doesn’t have a name, is aiming to raise roughly $50 million and has already secured commitments in the tens of millions of dollars from Mr. Zuckerberg and more than a dozen other tech executives including LinkedIn Corp. founder Reid Hoffman, said these people. The group plans to register as a 501(c)(4), a distinction reserved for social welfare groups that are not organized for profit, said a person familiar with the discussions.
  • Mr. Zuckerberg has told confidantes that the new group will initially be focused on comprehensive immigration reform and making the pathway to U.S. citizenship less complicated for all immigrants, said people familiar with the CEO’s thinking. The group also plans to focus on issues including education reform and funding for scientific research. Many Silicon Valley executives including Mr. Zuckerberg and Google Inc. Executive Chairman Eric Schmidt have become more active in local and federal politics of late.

Google Analytics Adds 2 New Reports: Data Hub Activity & Trackbacks

  • According to Search Engine Watch, Google Analytics has been improving the way you measure social media steadily over the past year. From the original social media reports to multi-channel funnels, Google Analytics has more or less led the way in social media reporting. This week, they’ve improved it once more.
  • Google Analytics has added two new reports based on the data they’ve been collecting from their social data hub partners. The two new reports are Data Hub Activity and Trackbacks. Strictly speaking, neither report is new. They were available in the Network Referrals and Landing Pages reports when you clicked on a special icon that appeared if information from Data Hub partners was available.
  • Introduced last May, the Trackbacks report was previously available inside the Social reports. It shows sites that link to your content and in what context those sites refer to yours. However, Google has now expanded on the Trackbacks report displaying the number of visits that were driven based on those specific links. Now, you have a better way of analyzing this information when they are in stand-alone reports. Each report has been expanded. And, of course, each report can be analyzed more deeply when you apply various segments to your data.

Twitter Ad Spend Forecast To Hit $1 Billion In 2014

  • According to MediaPost, well-positioned for the recent boom in mobile usage, the future looks brighter than ever for Twitter. It is estimated the microblogging giant will take in $582.8 million in global ad revenue this year and nearly $1 billion next year, per eMarketer. According to the new report, more than half of Twitter’s ad revenues (about 53%) will come from mobile advertising, this year — up from virtually no ad revenue from mobile in 2011.
  • Specifically, eMarketer estimates that Twitter will earn $308.9 million in mobile ad revenue in 2013 — which is more than the company earned in total from any ad type in 2012, when it made $138.4 million from mobile ads. Put one way, Twitter is benefiting from the “native” nature of its mobile ad products, according to Clark Fredricksen, a researcher at eMarketer and co-author of the report. “While many Web publishers struggle to adapt to smaller screens, Twitter was integrating its mobile ads with its core user experience from the outset,” said Fredricksen. “Now it’s benefitting from that early positioning.”
  • Ironically, eMarketer also suggests that Twitter owes Google and Facebook a debt of gratitude for its good fortune. According to the research firm, Twitter is benefiting from the increased focus on mobile ads by competitors like Google and Facebook, both of which have gone to great lengths to sell Madison Avenue on the promise of mobile. “Google and Facebook have paved the way for Twitter,” Fredricksen added.


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