Published on November 7th, 2012 | by EJC1
Scoopinion: The Future of Audience Engagement Analysis Supported by Crowd Curation
In our earlier post, we featured Storify, a curation tool which enables journalists to built a story by handpicking social media content. It is a manual curation process where the journalist acts as the ‘filter’ of online content.
Scoopinion takes another angle to ‘curation’ by focusing on users’ reading habits through anonymous crowd curation. The end product is a ‘personalised magazine’ which is delivered to the user on the basis of their preferences and what other like-minded readers find to be good news content.
Having won Uutisraivaaja, a major media innovation contest organised by the Helsingin Sanomat Foundation in 2011, the Finnish start-up, made up of five young innovators, launched its beta version in early August, 2012.
What does crowd curation mean in the context of Scoopinion?
Unlike other news aggregation websites, it does not generate content on the basis of the number of clicks or share. It tracks and monitors the user’s behaviour such as reading speed (how much time they spend to read the story), content engagement (whether they read the full story), and path (where they go next).
Reference: Jens Finnäs
By installing add-on to a browser, one automatically becomes a ‘curator’. The add-on monitors your reading habits anonymously, and the data is used by Scoopinion to create a magazine with the stories you would most likely want to read. The tool is going to introduce a new feature where readers can also track their own reading habits including which authors they read most, and how they spend time consuming news.
What is in it for journalists?
“The age of pay-per-click is over. We are trying to change the focus of media agencies from headlines and the number of share to the actual contents”, says Johannes Koponen. The users’ reading pattern of news content will give journalists and media companies an insight into what sort of stories they prefer to read. With its strong focus on partnering with media agencies, Scoopinion is willing to share this data with media outlets or even individual journalists for their own audience content engagement analysis.
How is Scoopinion relevant for emergency reporting?
The data that Scoopinion generates can well be used to learn how the coverage was received and what sort of news content the audience preferred. For instance, a journalist that publishes multiples articles about a natural disaster, such as Hurricane Sandy, can go back to the data and see what sort of stories readers were most engaged with, whether it is about the relief situation, the devastation of disaster-affected area or preparedness before the disaster hits.
“The problem of today’s audience measurement is with a tendency to focus on “access”, not on “content”. - Johannes Koponen
Using this data, journalists can be better equipped to deliver news content that meets audience expectations in their future crisis/disaster reporting. Furthermore, journalists could detect signals of readers’ interests in topics which are generally considered to be ‘un-newsworthy’ during emergencies. Scoopinion can therefore help journalists in their long-term planning of crisis/disaster coverage.
Despite its beta stage, tools like Scoopinion hold the future in supporting journalists and communication specialists to understand what sort of information people need during emergencies.