Facebook and Publishers: A fix for direct traffic from Facebook’s mobile app

Yesterday, Facebook announced a number of new tools for publishers, as part of their on-going relationship to encourage a high volume of quality content that will keep us scrolling through our newsfeeds.

At the bottom was a short mention:

We also recently fixed a bug that caused many third-party analytics tools to undercount the percentage of their organic traffic from Facebook. In the past, referrer data was missing from some of our outbound mobile clicks. This issue has been resolved for iOS, with a fix for Android coming soon. Publishers may see an increase in iOS mobile traffic from Facebook and a decrease in undefined sources or direct traffic.

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Parse.ly, December 11, 2014

Mark Luckie: How Media Companies Should be Using Twitter

A never-ending, real-time conversation about the stories media companies cover happens every day on Twitter. Social media editors, and editorial teams in general, now have the opportunity to use these conversations to find news, put stories into context, interact with their readers and find new audiences. Parse.ly brought in Mark Luckie, Manager of Journalism & News at Twitter, to show off how to make the most of Twitter at a news or media organization.

The results can make a big difference; according to our aggregate audience data, Twitter accounts for the fourth biggest aggregate source of referral traffic to digital publishers’ sites. And its influence continues to grow: Twitter moved up one spot in our rankings from 2013.

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Parse.ly, December 9, 2014

The Ultimate Referral Guide to Your Audience

Though we hear about pageviews going up at many of the large online publishers, digital media companies still struggle to see a correlating increase in revenue. What’s the disconnect? Methods to increase almost any metric, including pageviews and visitors, don’t always focus on long-term benefits to the people that matter most when it comes to generating revenue: the audience.

Think of metrics like the Force. Sure, they have a dark-side: user-unfriendly slideshows to increase clicks, or enlarged images for more scrolling and time engaged.

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Parse.ly, November 17, 2014

Three Truths about Social Media and Your Readers

As publishers and digital media companies compete to reach new audiences, the battle lines have been drawn on social media sites. In our recently released Authority Report, we looked at year-over-year referral traffic to our network of hundreds of publishers. Social media sites sent a seven percentage point increase in social referrals, and a decrease in the amount of search traffic and linking sites, like other news outlets and aggregators.



Though these numbers fluctuate by publication, social media strategies command attention from anyone trying to reach an audience. What can we learn from these networks and the audiences from them to apply to the broader journalism and media industry?

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Parse.ly, November 10, 2014

Rethinking the Deadline in Digital Media

If you spend any time in marketing forums or classes, one goal becomes clear: marketers want to deliver the right message to the right person, at the right time.

As digital media teams compete for the attention of an over-saturated online audience, many of their actions begin to mirror that of the marketing world. Journalism as a service and an emphasis on developing relationships with individuals involves marketing principles like adding value to customers’ lives and empathizing with them.

Initiatives such as these embody marketers’ core goal to create the right message and wield it to drive loyalty amongst the right people. But what about the right time? What is the right time to reach audiences with your messages and how do you identify that time?

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Parse.ly, November 5, 2014

Dear colleagues: What an editorial on Scotland can teach us about journalism

gam-squareAs media companies continue to transition toward digital operations, one of our goals at Parse.ly is to help them by sharing best practices. One way we do that is through resources, like our white paper “Why Being Reader-First Matters: An Editor’s Guide to Digital Media.” However, we believe it’s always best to hear it directly from the people in the field: our clients. Today’s post originally appeared in the Globe and Mail, by Tony Keller the Editorial Page Editor of The Globe and Mail, and is reposted here with permission.

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Parse.ly, October 20, 2014

4 Ways to Improve Search Traffic (That Your Readers Will Love!)

As an editor or writer, you can no longer separate yourself from reader discovery. When you hit “publish,” the journey is just beginning; your story enters the noisy, crowded and demanding online world. It’s your baby; give it its best shot to perform.


To help your current and future content flourish, you must understand how your audience uses search, social and other resources to find articles they want to read. Combining the basics of search technology with audience insights will help you reach the right people.

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Parse.ly, October 14, 2014

Breaking All the Rules: Why Being Reader-First in Digital Publishing is a Game Changer for Editors and Reporters

For years, journalists, writers, and editors have lived by a certain set of rules. When all of their work was published in print form in a newspaper, magazine, guide or book, these rules made sense. But those rules have shifted over the last five to ten years and now editors, reporters and writers need to know the new rules for success in the digital publishing industry.

The old rules focused on: how to create, inform, judge sources, and then publish. Learning how to write basically meant the writer’s job was done after their article was submitted to the editor. Although no one will ever know your writing better than you, reporting as we know it today is now more than just writing and publishing. It’s a cycle that has shifted and expanded to include the reader as part of the process. Continue reading

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Parse.ly, October 7, 2014

5 mistakes publishers make with their data

What do most people think of when they think of analytics? Metrics and measurement, mostly. Is this wrong? No. Analytics starts with data that can be counted, sorted and arranged into recognizable patterns.

But limiting analytics to just metrics and measurement limits what you can do; the power in analytics is in the translation from metrics to action. It’s the difference between knowing you have one million readers and having one million readers interact with you — in a way you strategized for.

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Sachin Kamdar, September 18, 2014

Parse.ly Introspective: We’re not a “Content Analytics” company

For years Parse.ly has been working on building a beautiful and smart dashboard UI, an analytics backend that supports billions of monthly data points, and an easy to use API. All of this was based on a website’s content.

This is the way our team thought about our product:

Thanks to this tech perspective, we’ve referred to what we do as “content analytics.” Without the content of posts, stories or articles created by publishing websites, there would be no readers, no sharing, no engagement – and we wouldn’t have anything to analyze.

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Clare Ondrey, September 2, 2014