Why good news is really good news for regional news … thanks to social media


David Higgerson

In a world where page views, unique users and audience engagement are increasingly the most important metrics to news brands, it could be easy to just go where the fish are most likely to bite.

Crime shifts page views. Football shifts page views. Stories about things happening on Twitter and Facebook shift page views. Same too with weather, traffic and travel, and stories which begin with the headline ‘The most remarkable/stunning/unbelievable XXXXXX ever?’ The ? normally signifies the answer is, at best, maybe.

On this blog, I’m just as guilty of that, and I have a blog post to that effect coming up shortly.

Audience analytics can bring us closer to the audience than ever before, enabling us to respond to what they like by doing more of it, and at the same time doing less of what they don’t like.

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