…Do you remember the first split?
Three years ago 21 Feb 2012 Twitter partnered with Yandex – the leading Russian search engine, so that Tweets could be published in realtime as news. This followed a split from LinkedIn and also Google; meaning that LinkedIn was no longer able to publish ‘trade news’ from it’s business member audience for which it had ranked so well. This was also true of Google, which was cut off overnight from real-time ‘trade news’ posted by Twitter members. Don’t forget that Facebook didn’t IPO until 18 May 2012, LinkedIn having IPO’d in late 2011 – the jury was out on Facebook as to what it what it would grow into. There had been some notable news partnerships ie with the Guardian, but many ‘news feeds’ on Facebook were app-led. Twitter was to become associated with live trade news, causes and sport – winning the Olympics coverage later on in 2012.
Now flip forward to November 2014 and some European news publishers were mightily miffed with Google News for aggregating their paid content and deciding where it ranked. Why’s that a problem you may ask, Google indexes content well, it’s the biggest global advertising platform. If you ever worked in a news desk you will know that advertising is a dirty word – wash your mouth out. Journalists (rightly) pride themselves on being experts at sniffing out a story and validating information around it also providing context. Unlike gossip column writers they don’t dumb it down for us, but are able to relate it to their economics, politics or mechanical engineering degree. They also rub shoulders with the celebrities of their sector, our captain’s of industry, which means that they really are in the know. All this knowledge doesn’t come cheap, and publishers prize it – and we should too. There is a big difference between breaking a story – because you see it happen, and reporting on a story as it unfolds. Enough of my homage to journalists; the beef being that publishers invest in ‘expert comment’ whereas corporate communications (produced by copy writers and marketeers) serve a different purpose (to sell stuff) and don’t carry the same investment of time and learning. Therefore corporate comms should not out rank ‘independent’ and ‘credible’ news the publisher would say. They do have a point, however great editorial content – does sell ad space, and Google are the indexing experts also great at selling ad space – could the fight really be about ad revenue?
Some bloggers are industry experts, I would relate their challenging style to investigative journalism – the difference being how they get paid.
In addition this whole real-time news piece is relevant to us business people because we will check into our trade news channels Twitter, Mashable, Business Intelligence and professional networks like LinkedIn. Any self-respecting radio broadcaster or journalist will also have a Twitter channel. And let’s not get started on firewalls – they are just anti freedom of speech and curtail knowledge sharing, once more us business folk are rather into that.
Can you just climb aboard the news and media roller coaster with me one more time and flip forward to erhm yesterday – cool.
A little ity-bity change that Google News have made (11 March 2015) will have a big impact on the ranking of trade and corporate news. The change allows company statements (share holder investment news, press releases or published trading accounts) to rank above ‘news’. Previously only recognised ‘news’ providers TV stations, radio broadcasters and publishers were allowed to rank but now (Dah dah daah) corporate news, from small publishers, and or businesses themselves can also rank.
Here’s what Google had to say about it:
“The goal of search is to get users the right answer, at any one time, as quickly as possible. That may mean returning an article from an established publisher, a smaller niche publisher or indeed it might be a press article.”
[Exert taken from Business Insider UK/Tech]
Now who’s old hat!
Thanks for reading.