April 2010
“Mr. Murphy: This is really about creating opportunity for developers to have a better product and a better platform to develop on. This has nothing to do with an ad network. We don’t talk about anything that could happen in the future, but this is certainly not a setup for that.”
—Facebook VP: Why We Want Marketers to Like “Like” - The eMarketer Blog
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In the context of a news story, structured information comes in a few different flavors:
- elements that are already a part of the story, albeit too often in an unstructured way (subtitles, questions and answers in an interview, infoboxes, images).
- additional metadata that adds some information that isn’t always obvious from the text itself (mood and sentiment, links to earlier reporting on this topic, genre).
- information that can’t be grasped from the text — I’m especially thinking of information that relates to the writing and the investigative process behind most news stories: sources, documents, facts, audio recordings of interviews.
“This phenomenon is what I have come to call the 20-to-1 rule. It represents a ratio. It means that you have to make 20 relational deposits for every marketing withdrawal. This isn’t science. I don’t have any hard, empirical evidence to prove it.
But I have observed that if you just keep asking people to do something—buy your book, come to our conference, sign up for our cause—without making adequate deposits, they will begin ignoring you. Eventually, they will unfollow you and disconnect from your updates.
No one wants to be spammed. Not today. There are too many alternative sources of content. If you want to build a social media platform, one where people listen to you, then you have to be a giver not a taker. I think 20-to-1 is about right.” —The 20-to-1 Rule
But I have observed that if you just keep asking people to do something—buy your book, come to our conference, sign up for our cause—without making adequate deposits, they will begin ignoring you. Eventually, they will unfollow you and disconnect from your updates.
No one wants to be spammed. Not today. There are too many alternative sources of content. If you want to build a social media platform, one where people listen to you, then you have to be a giver not a taker. I think 20-to-1 is about right.” —The 20-to-1 Rule
“Competitive/market intelligence is a huge advantage that SM brings; gets rid of ‘tunnel vision’”
— Practical Social Media Measurement for B2B
