The Wall Street Journal had an interesting op-ed this week. The Algorithm is the Editor. Jeffrey Herbst wrote: “Social media companies quickly are becoming the dominant news providers… Four in 10 adults in America now get news from Facebook and one in 10 from Twitter.”
Similarly, WGBH News posted an article: How Facebook Became our Biggest News Publisher – and Why we Should be Worried.
The articles warn about the implications of tech companies becoming news organizations, vs. the distribution channels they claim to be; their newsfeeds increasingly determine what we see.
If the algorithm is now the editor, how long will it be before PR people become code-driven bots (cue up sarcastic comments about PR)?
I have not tried to pitch an algorithm recently (well, ever); and it might not be obvious for many of us in the field how to deal with these new realities. Does our job as PR pros end after we get our clients in an article? What if the story does not make the feed?
The New York Times argues that media need to become more data-driven to survive:
“Hooking people on your… news is [hard]… But news organizations have ways they never had before to figure it out… Through real-time analytics, reporters and editors know how many people are reading their work and through which devices and sites, how long those readers are sticking with it, and what they’re ignoring.”
In other words, online media are now getting ratings… and publishers can learn from them. So, what gets attention and survives the social filter? The article continues:
“Videos, podcasts, short items of interest that can be read easily on smartphones, and almost anything with ‘Trump’ rate well. Perhaps counterintuitively, deeply reported features and investigative pieces… draw readership levels that were never possible in the print-only era.”
The last part validates my post Wonky Articles Trump other Forms of Content.
Despite the title of this post, I do not suggest that you go out and pitch an algorithm. I do recommend becoming more data driven. Get smart about the new ways in which content and news get shared and consumed. Apply this insight to make sure that your coverage makes the cut.
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