Social Clicks What and Who Gets Read on
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Social Clicks: What and Who Gets Read on Twitter? Maksym Gabielkov, Arthi Ramachandran, Arnaud Legout, Augustin Chaintreau {maksym. gabielkov, arnaud. legout}@inria. fr
What changed the most ? How the people find news?
How People Find News? Direct access Organic search Social networks
Why Is It Important for News Media? Subscription Advertisement
Su bs s d a cri pt ion
Organic search and social networks create volatility Make harder to predict the audience
What is the goal of our work? Understand the efficiency of Twitter to direct traffic to news media
● ● Popular on Twitter 80% of URLs shorted with bit. ly
Share, Reception, and Clicks Receptions Social click A share http: //www. nytimes. com/ 2016/02/21/travel/cheapflights-american-airlinesunited-delta. html? smid=twnytimes& smtyp=cur
Data Collection Methodology ● ● ● Clicks from Twitter & t. co 1% tweet sample to discover ● In 24 hours after birth URLs date and next 2 weeks Search the past (up to 1 Clicks week) for each found URL ● ● ● URL birth date Shares and receptions We are first to combine shares and receptions with clicks!
Dataset • • Collected during 1 month Contains • • • 5 news domains 60 k URLs 3 m shares 75 b impressions 10 m clicks
How to efficiently attract traffic? Should news media focus on headlines or diversify their content?
Secondary URLs Primary URLs All the URLs that are not primary • Sent by official accounts with 10 M+ followers • 60% not clicked Always clicked. URLs do • matter Secondary a lot! 2% 17% 60% 40% • All URLs All shares All receptions All clicks 98% 83% 40% 60%
What does matter to understand the audience? Are shares meaningful?
clicks Can We Predict Clicks with Shares? 800 30 20 shares
Can We Predict Clicks with Shares? clicks 3 2 1 shares #URLs The number of shares is a poor metric of #shares #receptions the actual content popularity #clicks
Social Clicks: What and Who Gets Read on Twitter? Maksym Gabielkov, Arthi Ramachandran, Arnaud Legout, Augustin Chaintreau {maksym. gabielkov, arnaud. legout}@inria. fr Dataset on the So. Tweet project page