{"id":11383,"date":"2013-09-16T00:09:00","date_gmt":"2013-09-16T00:09:00","guid":{"rendered":"http:\/\/atifunaldi.com\/2013\/09\/16\/facebook-gets-into-social-tv-with-public-feed-and-keyword-insights\/"},"modified":"2013-09-16T00:09:00","modified_gmt":"2013-09-16T00:09:00","slug":"facebook-gets-into-social-tv-with-public-feed-and-keyword-insights","status":"publish","type":"post","link":"https:\/\/atif.unaldi.org\/blog\/2013\/09\/16\/facebook-gets-into-social-tv-with-public-feed-and-keyword-insights\/","title":{"rendered":"Facebook gets into social TV with &#8216;Public Feed&#8217; and &#8216;Keyword Insights&#8217;"},"content":{"rendered":"<p><img decoding=\"async\" src=\"http:\/\/icdn6.digitaltrends.com\/image\/facebook-tv-second-screen-970x0.jpg\" alt=\"facebook-tv-second-screen\" \/><\/p>\n<p>Earlier this week Facebook announced two new tools designed to help media companies <a href=\"http:\/\/newsroom.fb.com\/News\/706\/New-Tools-for-Surfacing-Conversations-on-Facebook\">integrate Facebook activity and conversations into live broadcasts<\/a>. The idea is that broadcasters could display real-time stats about how often keywords or topics are being mentioned on Facebook or even quickly select messages to be displayed or read on-air, essentially enabling broadcast programming to engage in interactive \u201cconversations\u201d with potentially millions of members of their audience who are also logged into Facebook.<\/p>\n<p>In some ways, the new tools are Facebook\u2019s way of trying to catch up to Twitter, which to date has dominated the intersection of <a href=\"http:\/\/www.digitaltrends.com\/social-media\/\">social media<\/a> and traditional broadcasting. But, in other ways, Facebook is looking to redefine and expand how we consume and interact with traditional broadcast programming \u2013 and that could be crucial to mass media given how many people are now watching television with a tablet or <a href=\"http:\/\/www.sprint.com\">smartphone<\/a> in their hand.<\/p>\n<p>Can Facebook bring something valuable to broadcast media, or has Twitter already locked down the \u201csecond screen\u201d?<\/p>\n<h3>What\u2019s Facebook offering?<\/h3>\n<p>Facebook\u2019s latest play to real-time media companies has two parts: <em>Public Feed<\/em> and <em>Keyword Insights.<\/em><\/p>\n<p>The <em>Public Feed<\/em> is the ability to search everything everyone on Facebook shares in public for a specific word (like \u201cSyria\u201d or \u201cObama\u201d) and get back a continuous, near-real-time stream of <em>every<\/em> public post with that term, along with who said it and when. Because the posts are linked to particular Facebook users, it\u2019s simple for Public Feed customers to pull up any information Facebook considers \u201cpublic\u201d about any user \u2013 things like name, gender, profile images, and friend count, and (most likely) key demographic information like age and location.<\/p>\n<p>Keyword<em> Insights<\/em> scans <em>all<\/em> Facebook content \u2013 even the private stuff! \u2013 to compile aggregate information about a specific term over a specific period of time in the last twelve days. However, Keyword Insights does <em>not<\/em> associate results with individual Facebook users or provide access to the posted content. So, a media company could determine how many people have entered the hashtag <code>#samcro<\/code> (often used by Sons of Anarchy fans) in the last 24 hours, but they won\u2019t get a the actual posts to know whether they\u2019re good, bad, indifferent, or just typos. But if Facebook doesn\u2019t give names with Keyword Insights, it <em>does<\/em> provide summaries based on age, gender, and location (down to cities), so media companies can know how many of those people mentioning <em>Sons of Anarchy<\/em> are (say) males between 18 and 24 and living in California \u2013 even if that hashtag only appeared in a private post to themselves.<\/p>\n<p>Who can use Public Feed and Keyword Insights? Right now, it\u2019s just a few selected partners, including (but not limited to) CNN, the UK\/Irish BSkyB satellite television service, Buzzfeed, Slate, and NBC\u2019s Today show, along with a handful of behind-the-scenes companies that offer social platforms and analysis. Facebook is working to add other partners; soon, you can expect any major media outlet or advertiser to have access to these capabilities, either directly from Facebook or through a third party.<\/p>\n<h3>How does this get Facebook on TV?<\/h3>\n<p>Folks familiar with some of Facebook\u2019s inner workings may have noticed that Public Feed and Keyword Insights are similar to parts of Facebook\u2019s <a href=\"https:\/\/developers.facebook.com\/docs\/reference\/api\/\">Graph API<\/a>, which (among other things) lets Facebook developers pull data like status updates and likes, search by keyword, and look at the social connections between results.<\/p>\n<p>\u201cThe Graph API has been around for a while, but reliability has been a problem,\u201d noted Damon Cortesi, co-founder and CTO of social metrics firm <a href=\"http:\/\/simplymeasured.com\/\">SimplyMeasured<\/a>. \u201cFacebook iterates so quickly.\u201d<\/p>\n<p>\u201cI\u2019d personally like to see social add value beyond <em>ork! ork! ork!<\/em> trained-seal contests to pump up mentions\u201d<\/p>\n<p>Conversely, Twitter has been much more accessible to analytics firms and media companies that want to integrate social data into their content.<\/p>\n<p>\u201cTwitter is one of the first networks we started pulling data from because it was so easy,\u201d noted Cortesi. \u201cYou tell it what keywords you want to track, and you receive data in real time.\u201d<\/p>\n<p>To be fair, Twitter doesn\u2019t deliver real-time data directly to mainstream media: instead, it works with two companies (<a href=\"http:\/\/datasift.com\/\">Datasift<\/a> and <a href=\"http:\/\/www.gnip.com\/\">GNIP<\/a>), who in turn provide access to the \u201cfirehose\u201d of real-time Twitter data. However, some of the reasons Twitter has been so successful at integrating with television and traditional media is both the narrow, short-message focus of the service (<a href=\"http:\/\/www.digitaltrends.com\/social-media\/facebook-conversations\/\">there\u2019s not much to do with Twitter other than tweet!<\/a>) and the dependability of those real-time services. Programming like X Factor, Breaking Bad, and Discovery\u2019s Shark Week can <em>rely<\/em> on getting real-time data from Twitter to augment their programming. With Facebook, that proposition has been chancier: nobody wants to go on the air and say \u201cWelp, we were going to take some questions from Facebook, but our systems don\u2019t seem to be working. Sorry.\u201d<\/p>\n<h3>How does this make better TV?<\/h3>\n<p>The real-time nature of social networking means social content is most relevant to live programming like news, sports, and some reality shows rather than (say) scripted dramas where time-shifting and DVRs tend to spread audiences over a longer period of time. Few people want to catch up on Showtime\u2019s <em>Dexter<\/em> and see a months-old (or years-old!) tweet scrolling across the bottom of the screen.<\/p>\n<p>Speaking on background, representatives of both CNN and BSkyB indicated they\u2019re looking carefully at how to best integrate social content with their programming. BSkyB\u2019s initial focus seems to be on bringing viewer feedback and opinions into sports programming, while CNN is looking at approaches to daily news.<\/p>\n<p>\u201cWe have to make good television,\u201d said one CNN representative who did not want to be identified. \u201cA lot of social integration is based on voting. That works great for some formats, but not others. I\u2019d personally like to see social add value beyond <em>ork! ork! ork!<\/em> trained-seal contests to pump up mentions or likes so the audience can get a treat. Ultimately, I think that\u2019s demeaning.\u201d<\/p>\n<p><a href=\"http:\/\/www.digitaltrends.com\/wp-content\/uploads\/2013\/09\/breaking-bad-story-sync.png\"><img loading=\"lazy\" decoding=\"async\" alt=\"breaking bad story sync\" src=\"http:\/\/img.digitaltrends.com\/image\/breaking-bad-story-sync-625x625.png\" width=\"625\" height=\"265\" \/><\/a><\/p>\n<p>That idea of adding value is the crux of the matter; any Facebook or Twitter user knows that the majority of posts they see are of dubious value or usefulness. So, what\u2019s in this for TV?<\/p>\n<p>\u201cSocial media is like holding a mirror up to your audience,\u201d said Sam Decker, CEO of <a href=\"http:\/\/www.massrelevance.com\/\">Mass Relevance<\/a>, one of the first companies to be working with Facebook\u2019s new features. \u201cWhen viewers see themselves recognized and reflected, they\u2019re immediately interested and more likely to participate. It\u2019s like going to a football game and seeing yourself on the Jumbotron: people immediately respond.\u201d<\/p>\n<p>If the Jumbotron at football games is the benchmark for audience engagement, don\u2019t expect Facebook to be improving your TV experience anytime soon. But if the integration can manage to play to social media\u2019s strengths \u2013 surfacing news, information, or people who might otherwise have been missed \u2013 that made be real added value for broadcasters and the audience.<\/p>\n<p>\u201cIt\u2019s a win for viewers because social content can provide depth and information that wouldn\u2019t have been included in programming,\u201d said Decker.<\/p>\n<h3>Baby steps<\/h3>\n<p>Social media\u2019s impact on mainstream media like television is still limited, but recent surveys find <a href=\"https:\/\/www.npd.com\/wps\/portal\/npd\/us\/news\/press-releases\/divided-viewing-second-screens-vying-for-tv-viewers-attention\/\">87 percent of TV watchers have some sort of second screen<\/a> (whether a PC or mobile device) and 62 percent of mobile Web users use their mobile devices while watching TV.<\/p>\n<p>Mainstream media is increasingly desperate to remain front and center in consumers\u2019 lives. But they\u2019ve got to be smart about it, and that might mean going slow.<\/p>\n<p>\u201cWe are training an audience to engage and this will take time,\u201d wrote <a href=\"http:\/\/never.no\/\">never.no<\/a> CCO Kelly Moulton <a href=\"http:\/\/blog.never.no\/2013\/09\/the-state-of-social-tv-hype-danger-will-robinson-danger\/\">in the company blog<\/a>. \u201cThink 10years for mass response and appeal (if we get the formats right) \u2026 We need to be patient and think in terms of seasons, years, not special events and one-off novelty exercises.\u201d<\/p>\n<p>So, yes: Facebook wants to be a bigger part of TV. But we haven\u2019t even seen the pilot.<\/p>\n<p>[Image via <a href=\"http:\/\/www.shutterstock.com\">Shutterstock<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Earlier this week Facebook announced two new tools designed to help media companies integrate Facebook activity and conversations into live broadcasts. The idea is that broadcasters could display real-time stats about how often keywords or&#8230;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-11383","post","type-post","status-publish","format-standard","hentry","category-blog-yazilari"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Facebook gets into social TV with &#039;Public Feed&#039; and &#039;Keyword Insights&#039; - At\u0131f \u00dcnald\u0131 | Yaz\u0131lar ve Yay\u0131n Ar\u015fivi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/atif.unaldi.org\/blog\/2013\/09\/16\/facebook-gets-into-social-tv-with-public-feed-and-keyword-insights\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Facebook gets into social TV with &#039;Public Feed&#039; and &#039;Keyword Insights&#039; - At\u0131f \u00dcnald\u0131 | Yaz\u0131lar ve Yay\u0131n Ar\u015fivi\" \/>\n<meta property=\"og:description\" content=\"Earlier this week Facebook announced two new tools designed to help media companies integrate Facebook activity and conversations into live broadcasts. The idea is that broadcasters could display real-time stats about how often keywords or...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/atif.unaldi.org\/blog\/2013\/09\/16\/facebook-gets-into-social-tv-with-public-feed-and-keyword-insights\/\" \/>\n<meta property=\"og:site_name\" content=\"At\u0131f \u00dcnald\u0131 | Yaz\u0131lar ve Yay\u0131n Ar\u015fivi\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/atifunaldi\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/atifunaldi\" \/>\n<meta property=\"article:published_time\" content=\"2013-09-16T00:09:00+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/icdn6.digitaltrends.com\/image\/facebook-tv-second-screen-970x0.jpg\" \/>\n<meta name=\"author\" content=\"Atif Unaldi\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/atifunaldi\" \/>\n<meta name=\"twitter:site\" content=\"@atifunaldi\" \/>\n<meta name=\"twitter:label1\" content=\"Yazan:\" \/>\n\t<meta name=\"twitter:data1\" content=\"Atif Unaldi\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tahmini okuma s\u00fcresi\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 dakika\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/atif.unaldi.org\\\/blog\\\/2013\\\/09\\\/16\\\/facebook-gets-into-social-tv-with-public-feed-and-keyword-insights\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/atif.unaldi.org\\\/blog\\\/2013\\\/09\\\/16\\\/facebook-gets-into-social-tv-with-public-feed-and-keyword-insights\\\/\"},\"author\":{\"name\":\"Atif Unaldi\",\"@id\":\"https:\\\/\\\/atif.unaldi.org\\\/blog\\\/#\\\/schema\\\/person\\\/608ed42ecbda2bc5cfdb767ac1db479b\"},\"headline\":\"Facebook gets into social TV with &#8216;Public Feed&#8217; 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