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2013 | OriginalPaper | Chapter

Applications for the Media Sector to Leverage Content in Social Networks

Authors : Jochen Spangenberg, Birgit Gray

Published in: Handbook of Social Media Management

Publisher: Springer Berlin Heidelberg

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Abstract

The continued growth of data in social networks provides the networked media domain with a valuable resource for research, newsgathering, new forms of output and audience engagement. In order to leverage content in the Future Media Internet, media organisations need technologies that provide effective access to media items and information across social networking sites. Some of these challenges are addressed by the EC co-funded project SocIoS. It develops specific applications and services for the media sector to exploit content in social networks. This is important as web applications available today do not fully satisfy the needs of media companies that are active in Social Journalism. The latter entails new processes, business models and applications relevant to the Future Media Internet. For the SocIoS project, Germany’s international broadcaster Deutsche Welle identified media user needs related to search, IPR clearance, event detection, user filtering, item verification, reliability assessment and crowd sourcing. This business-oriented chapter highlights key challenges, describes social journalism, summarises user requirements identified by Deutsche Welle and outlines some of the shortcomings of current web applications. It then presents the EC co-funded project SocIoS by describing planned SocIoS Applications, underlying SocIoS Services and the technological framework (the SocIoS platform).

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previous chapter The Social Media War: Is Google+ the David to Facebook’s Goliath?

next chapter Star Management of Talent Agencies and Social Media in Korea

See Mashable.com (http://on.mash.to/9yWbSI: Twitter hits 10 billion tweets, by Ben Parr, dated 5 March 2010—last accessed on 29 May 2012).

Based on information on the Twitter blog (http://bit.ly/hqStPu—last accessed on 29 May 2012).

See http://yearinreview.twitter.com/en/tps.html. The “hottest topics” of the year 2011 can be found on http://yearinreview.twitter.com/en/hottopics.html (both sites were last accessed on 29 May 2012).

Based on information provided by Facebook (see http://on.fb.me/a4QL5X—last accessed on 3 January 2012).

Based on information provided on the YouTube blog (see http://bit.ly/gzYBVx—last accessed on 2 January 2012).

See scribd.com (http://scr.bi/FneRj—last accessed on 2 January 2012) and information provided on the Flickr blog (http://bit.ly/do1VUC—last accessed on 2 January 2012).

Most auxiliary analysis tools have been designed for Twitter, e.g. Twiangulate (http://www.twiangulate.com) for analysing various Twitter accounts, Monitter (http://www.monitter.com) a real-time search and trending topic tool, Tweet Grader for measuring account holders’ influence across the Twitter universe (http://tweet.grader.com) or Trendsmap (http://trendsmap.com/) a tool for real-time mapping and visualisation of Twitter trends across the world. One of the most popular auxiliary tools that works across individual networks is Tweetdeck (http://www.tweedeck.com), a dashboard-like system acquired by Twitter in 2011. It functions like a Social Media Content Management System for Twitter and other social networks. Hootsuite is a web-based system that allows the monitoring and posting to multiple social networks, including Facebook and Twitter, using the HootSuite dashboard (see http://www.hootsuite.com). All sites mentioned were last accessed on 8 January 2012.

Note: Readers who are interested in obtaining a list of further tools that are suitable for social network management and analysis can do so by contacting the authors of this paper.

The second use case in the SocIoS Project is managed by Stefi Productions S.A., based in Athens, Greece.

Although the use case and requirements that have been formulated and developed as part of the SocIoS project are based largely on the particular situation that exists at Deutsche Welle, much is also valid for other media organisations. (As part of the project work, the DW project team conducted interviews with Deutsche Welle staff, freelance journalists and employees of other media organisations such as SWR, ZDF, BBC and DR).

This quote is often attributed to Jeff Jarvis, Professor at New York’s City University, author of the blog buzzmachine (http://www.buzzmachine.com/) and the book “What would Google do?”, published by Harper Collins, New York, 2009.

Someone who has written extensively on the subject of news and Social Media, paired with practical experience is Nic Newman. Nic is a founding member of the BBC News Website and played an important part in the development of social media strategies and guidelines for the wider BBC. He is currently (early 2012) a Visiting Fellow at the Reuters Institute for the Study of Journalism. See for example his contribution “How the news finds you …” on http://bbc.in/q6f05j (last accessed on 29 May 2012) and Newman (2011).

An interesting insight including case studies that outline how German media organisations ARD and ZDF, the British BBC and the German newspaper “Rhein-Zeitung” deal with Social Media in their daily journalistic routine is provided in Bouhs (2011).

For an observational study on how the BBC deals with user-generated content (UGC) see Harrison (2010). An insight interview of Jonathan Stray/Nieman Journalism Lab with Silvia Costeloe of the BBC’s UGC Hub can be found at http://www.niemanlab.org/2010/05/drawing-out-the-audience-inside-bbc%E2%80%99s-user-generated-content-hub/ (Drawing out the audience: Inside BBC’s User-Generated Content Hub, by Jonathan Stray, dated 5 May 2010. Last accessed on 29 May 2012). See also Wardle and Williams (2008). Part of the assessments made here are also based on interviews Jochen Spangenberg conducted with staff of the BBC’s UGC Hub in December 2011, in particular its Head Chris Hamilton.

Peter Horrocks quoted in The Guardian on 10 February 2010 (BBC tells news staff to embrace social media. Available on http://bit.ly/9GVfPQ). An interview of The Guardian with Peter Horrocks can be found on http://bit.ly/cZpEsV (Q&A: BBC World Service director Peter Horrocks on social media and news.) Both links were last accessed on 29 May 2012.

Ian Shapira quoted on mashable.com: Facebook’s growing role in Social Journalism by Vadim Lavrusek, dated 27 February 2011. (See http://on.mash.to/hLKMzy—last accessed on 29 May 2012.)

See http://ireport.cnn.com/ (last accessed on 7 January 2012).

See http://observers.france24.com/ (last accessed on 7 January 2012).

See http://stream.aljazeera.com/ (last accessed on 7 January 2012).

See http://storify.com/ (last accessed on 7 January 2012).

Andy Carvin quoted in the New York Times of 24 April 2011 (see http://nyti.ms/g7f7UT: Filtering the Social Web to Present News Items, by Claire Cain Miller, dated 24 April 2011—last accessed on 29 May 2012).

The three legal areas for consideration in the SocIoS project context have been identified by the SocIoS partner responsible for legal issues: Katholieke Universiteit Leuven (Belgium).

SocIoS is an EC co-funded 7th Framework Programme project (Project number: 257774. Call identifier FP7-ICT-2009.1.2; Internet of Services, Software and Virtualization), running from 1 Sept 2010 to 28 Feb 2013. For more information see the project homepage on http://www.sociosproject.eu/.

FlexiPrice is a service/model that is being developed by the University of Haifa (Department of Information and Knowledge Management), Israel, as part of the project work. For further information on prediction markets see also Geifman et al. (2011).

Please note: Online sources are not listed here. References are given in the respective footnotes.

Bouhs, D. (2011). Soziale Netzwerke für Nachrichtenjournalisten. Hamburg: tredition Verlag (ed.: dapd).

Geifman, D., Raban, D. R., & Rafaeli, S. (2011, July 4). P-mart: Towards a classification of online prediction markets. First Monday, 16(7). Available on http://bit.ly/nWICHu – last accessed 29 May 2012.

Harrison, J. (2010). User-generated content and gatekeeping at the BBC. Journalism Studies, 11(2), 243–256.CrossRef

Jarvis, J. (2009). What would Google do? New York: Harper Collins.

Newman, N. (2011). Mainstream media and the distribution of news in the age of social discovery. Oxford: Reuters Institute for the Study of Journalism. Available on http://bit.ly/rbERRJ – last accessed on 29 May 2012.

Wardle, C., & Williams, A. (2008): UGC@theBBC. Understanding its impact upon contributors, non-contributors and BBC News. Cardiff University, School of Journalism, Media and Cultural Studies. Available on http://bbc.in/gy9mK – last accessed on 29 May 2012.

Title: Applications for the Media Sector to Leverage Content in Social Networks
Authors: Jochen Spangenberg
Birgit Gray
Publisher: Springer Berlin Heidelberg
Book: Handbook of Social Media Management
Print ISBN: 978-3-642-28896-8

Electronic ISBN: 978-3-642-28897-5

Copyright Year: 2013
DOI: https://doi.org/10.1007/978-3-642-28897-5_31