In last week’s blog I looked at the innovative ways that publisher’s are monetising their products in the face of a shifting digital landscape. One of the most ground-breaking moves has come from Forbes Media, who opened up their content creation platform, not only to external authors but also to marketers and brands.

This idea of interweaving promotional content with both editorial and user-generated content (UGC) is central to a much larger concept gaining traction in the online advertising community; native advertising.

As you may already be aware, Facebook is rolling out the first major update to its News Feed since the feature launched nearly seven years ago. As with every other change the site has made, the new design has been met with mixed reactions and hasn’t gone unnoticed by the media.

Facebook’s revamped News Feed gives the homepage a starkly mobile look, reducing clutter and lending more space to prominent photographs. It takes significant cues from the Facebook mobile apps for phones and tablets, adding a new side navigation bar and more white space.

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If you’re looking to connect with people in a particular niche on Twitter, Followerwonk could be just the tool for you. It’s currently free to search Twitter biographies, compare users and analyse followers of multiple accounts, so try it out before subscriptions kick in.

What can I find out about my followers?

By linking a Twitter account to Followerwonk, users can run a number of different analytic reports for free. Below is a list of the most useful for strategically growing a following and connecting with ‘influencers’ in a specific area:

• Influence scores – how influential are your followers?
• Follower counts – how many followers do your followers have?
• Mapped locations – where are your followers located? (see below) more…

Richard Robinson, Director at Google, kicked off this year’s Technology for Marketing and Advertising event with a keynote presentation on the ‘Future of Digital’.

He reeled off some impressive statistics relating to three main areas of development:

Pace

• There are currently 2.4 billion users of the Internet worldwide. This figure was 1.8 billion 18 months ago and is expected to reach 5 billion by the end of the decade. He described this growth as the ‘democratisation of technology’. more…

At the end of January, Twitter announced a new mobile service called Vine, which allows users to create and share looping videos.

“Like Tweets, the brevity of videos on Vine (6 seconds or less) inspires creativity,” the company said in an official blog post. “Now that you can easily capture motion and sound, we look forward to seeing what you create.”

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I’ve already blogged about RebelMouse, the self-proclaimed “social front page”, that pulls in user content from social sites like Facebook, Twitter and Instagram. Until it was created,  social data had no central hub and tended to get drowned out and lost as soon as it was published. RebelMouse filled a gap in the market by providing one central location to capture a user’s online output. However, RebelMouse is no longer the only product in this space. Storify launched its redesign last week and many have commented on its similarities.

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In a very popular ‘Assessing social media impact’ session at SpotOn London this week, a number of social media tools were discussed. Twentyfeet cropped up (mainly due to the visibility of its automated weekly updates on free accounts) along with Klout and PeerIndex, with varying degrees of enthusiasm from participants.

The most interesting take-away for me personally was an introduction to Crowdbooster. It’s a free tool that lets you pull together statistics for one Twitter and one Facebook account. (If you want to add multiple accounts, you’ll need to pay).

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In Copenhagen this week Richard Smith met Dr Twitter. In London I met Mr LinkedIn. Mark Williams (#mr_linkedin) describes himself as the UK’s leading independent LinkedIn trainer, helping individuals and organisations make the most of the professional network that now boasts 185m members worldwide, including 34,000 doctors at the last count. I went along to ask Williams, who was addressing an audience of publishers, why so many of my connections have started endorsing me lately. More about that later.

But first, some figures. Every second two people join LinkedIn, which was launched by Reid Hoffman in 2003 and is now a vibrant community where make connections, get business, undertake research, and join groups of likeminded professionals. More than half of its members live in the US. India is the second most popular country. It has 6m more members than the UK, but London is the most active city after San Francisco and New York, and Brazil is the fastest growing country. more…

The “publish or perish” model of the academic world has followed a similar pattern since the middle of the last century. It generally takes around seven years from the conception of an idea, to the publishing of a paper, to the point where a critical mass of citations are formally gathered around it.

“Clearly the world moves much, much faster than that now,” argues Andrea Michalek, co-founder of startup Plum Analytics, with researchers posting slides online about their work even before it’s published, and tweets mentioning those discussions and linking back to the content. “All this data exhaust is happening in advance of researchers’ getting those cited-by counts,” she says, and once a paper is published, the opportunities for online references to it grow.

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Structuring web content by topic or theme is not radically new. Over the past decade, tagging has been the most common method of creating organisation online. ‘Web 2.0’ companies like Delicious and Flickr built their entire businesses around user-generated tagging of content (a.k.a folksonomies) but topic pages never really reached their potential. This is evident in the chronological organisation of academic material and also in three of the biggest online services ; Facebook, Twitter and Blogs.

However, internet savants are predicting a big change in web publishing, which involves a move towards topic organisation. Medium, a new site launched by Twitter co-founders Ev Williams and Biz Stone, organises its content into pages. Each page is called a “collection” and is structured around a single topic, event or theme. As discussed above, people have consumed content largely on a chronological basis until now. Services like Medium, however, along with the more established Pinterest, are attempting to change that.

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