{"id":6625,"date":"2017-06-15T15:38:55","date_gmt":"2017-06-15T15:38:55","guid":{"rendered":"https:\/\/rsoftsolution.com\/blog\/group-nine-media-says-it-got-114m-social-engagements-last-month.html"},"modified":"2017-06-15T15:38:55","modified_gmt":"2017-06-15T15:38:55","slug":"group-nine-media-says-it-got-114m-social-engagements-last-month","status":"publish","type":"post","link":"https:\/\/www.rbsitsoftwaresolution.in\/blog\/group-nine-media-says-it-got-114m-social-engagements-last-month.html","title":{"rendered":"Group Nine Media says it got 114M social engagements last month"},"content":{"rendered":"


\n<\/p>\n

With last fall\u2019s formation of Group Nine Media<\/a>, four digital media organizations (Thrillist, NowThis, The Dodo and Discovery\u2019s Seeker) came together under a single corporate umbrella<\/a>. Now the company says it\u2019s seeing real success connecting with readers and viewers, with 114 million social media engagements in May \u2014 up from 70 million in January.<\/p>\n

As Group Nine CEO Ben Lerer (pictured above) put it, \u201cWe smoked it.\u201d<\/p>\n

But how meaningful is that number, especially since it includes everything from likes to comments to shares?<\/p>\n

\u201cEvery engagement isn\u2019t created equal,\u201d Lerer admitted. Still, he argued that \u201cmore engagement is better than less.\u201d And he said the numbers show that \u201cpeople aren\u2019t just sitting on their phones and aimlessly scanning\u201d on social media: \u201cPeople are stopping and paying attention and taking an action at an enormous scale.\u201d<\/p>\n

This also ties into one of frequently repeated mantras in online publishing \u2014 the need to focus on engagement<\/a> rather than pageviews.<\/p>\n

In this case, Lerer said he isn\u2019t trying to make the argument that\u00a0\u201cWe\u2019re not big, but we\u2019re good.\u201d In fact, the company points to data from video analytics company Tubular<\/a> showing that it\u2019s one of the top 10 media and entertainment properties online, with more than 3 billion views on Facebook alone in April. (And while Group Nine ranks eighth out of 10 when it comes views, it has the highest engagement rate among the properties in that top tier.)<\/p>\n

\u201cInstead of just saying, \u2018Hey, look, we\u2019re big,\u2019 we\u2019re unpacking: Well, why<\/em> are we big?\u201d Lerer said.<\/p>\n

He added that the focus is less on having a few big viral hits, and more on \u201craising the floor\u201d so that none of the publications are spending time on content that doesn\u2019t get significant engagement.<\/p>\n

\u201cWe\u2019ve always talked about the idea of not having virality be a strategy, but having it be an outcome of good strategy,\u201d he said.<\/p>\n

And just as all engagement isn\u2019t created equal, the same is true of the various properties that make up Group Nine. Different publications do better on different platforms \u2014 for example, Seeker performs better on YouTube while NowThis is stronger on Facebook.<\/p>\n

Lerer said that while he wants to ensure that \u201cthe editorial soul of each brand lives entirely at that brand,\u201d the company is also working to \u201ccreate a center of excellence to take those learnings and transfer them to the other brands so all the brands get smarter.\u201d<\/p>\n

This leads to another big question: Is it dangerous for a media company to rely too heavily on other platforms for distribution? Lerer said publishing on social media is important for reaching users where they are, rather than trying to \u201cswim upstream\u201d \u2014 but he also said there\u2019s opportunity for real ad revenue, both in the present (\u201cWe happen to be focused on making large amounts of money on these platforms\u201d) and in the future.<\/p>\n

\u201cI don\u2019t think that the advertising solutions that exist on these platforms and the sort of profit sharing and partnerships that exists between distribution platforms and content creators \u2026 are the ones that are going to exist in the future,\u201d Lerer said. \u201cI think there will be more value coming downstream to content creators as time goes on.\u201d<\/p>\n

<\/p>\n

Article source: http:\/\/feedproxy.google.com\/~r\/techcrunch\/social\/~3\/3zzNviMcXS0\/<\/p>","protected":false},"excerpt":{"rendered":"

With last fall\u2019s formation of Group Nine Media, four digital media organizations (Thrillist, NowThis, The Dodo and Discovery\u2019s Seeker) came together under a single corporate umbrella. Now the company says <\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[3],"tags":[10,7,14,15,6,12,11],"class_list":["post-6625","post","type-post","status-publish","format-standard","hentry","category-latest-update","tag-computer-news","tag-downloads","tag-microsoft-download-news","tag-networking-updates","tag-technology-update","tag-wordpress-plugin-download","tag-wordpress-theme-download"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t