BuzzFeed Maps Social Sharing's Ripple Effect With New Analytics Tool
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BuzzFeed has built its business on publishing articles that get widely shared across various social channels, including Facebook and Twitter. Now it has a new way to better measure the relationship of those shares.
On Monday at its NewFronts presentation, BuzzFeed announced an analytics tool that tracks how a piece of BuzzFeed content gets shared from one channel to the next. As opposed to only seeing that a story got X tweets, Y Facebook shares and Z Pinterest pins, the tool can show that, hypothetically, a tweet directly led to 20 Facebook shares and 7 Pinterest pins.
Called POUND, which stands for Process for Optimizing and Understanding Network Diffusion, the tool is able to trace this cross-platform sharing by tracking an anonymous code included in an article’s URL. The tool doesn’t expose the identities of the individuals who shared a piece of content, according to the company.
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