BuzzFeed is known as the king of viral content, and today it’s sharing more details about a new technology showing how that content actually spreads.
By using what it calls Pound (short for Process for Optimizing and Understanding Network Diffusion), BuzzFeed promises to go beyond just counting social media shares and clicks. In a blog post, BuzzFeed Publisher Dao Nguyen writes:
Traditional web analytics provide limited insight about the social web. They can “bucket” a story’s viewers according to where they clicked from, and tell us how many are in each bucket. That data is valuable and especially suited to a “pre-sharing” world. But traditional web analytics are fundamentally unable to capture what actually happens on the social web today; they obliterate its inherent tree structure.
With Pound, on the other hand, Nguyen says BuzzFeed can track how a story progresses from user to another, even if it’s across social networks or via Gchat and email. At the same time, it’s not collecting personally identifiable information, instead tracking story sharing as “an oscillating, anonymous hash in a sharer’s URL as a UTM code.”
So what has BuzzFeed learned so far? Nguyen says there have been three big insights.
First, stories aren’t just shared through a single “tree” structure, but rather multiple trees that spring up around initial sharers, creating a broader “forest” of sharing. Second, social networks can drive an entire “downstream cascade” of sharing. For example, BuzzFeed’s post about The Dress (oh, you remember it) was shared on Facebook and Twitter, which in turn drove significant sharing across multiple networks (as you can see in the chart above). Third, BuzzFeed says sponsored content is shared just like regular editorial content.
Nguyen is also talking about the new technology at BuzzFeed’s NewFronts event for advertisers, and I’ll update my post from the event.
from TechCrunch http://feedproxy.google.com/~r/Techcrunch/~3/66bkSaC3Urc/
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