Facebook has upped its efforts to rival Twitter for the attention of TV networks and producers after revealing plans to provide weekly analytics and engagement reports for a handful of broadcast companies, the Wall Street Journal reports.
Details of the number of “actions” — likes, comments and shares — that key episodes trigger among Facebook’s 1.2 billion-plus users will be sent to ABC, NBC, Fox, CBS and “a small number of select partners”. The reports will not be made public.
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In a message that can surely be interpreted as a swipe at Twitter — which has a comparatively smaller 200 million monthly users — Facebook’s Daniel Slotwiner told the Journal:
The conversation [on Facebook] is being generated by a group that is much more representative of the general population — that means we should have a better signal as it relates to ratings.
The news follows the recent launch of tools that give broadcasters greater access to Facebook user data. Facebook also began allowing anyone to embed public posts, in a bid to cut down on embedded tweets by publishers.
Media, and in particular TV, forms a key part of Twitter’s upcoming IPO since the medium helps raise engagement, user numbers and drive advertising spend through its promoted tweet offering. Facebook’s ad system is hugely popular with advertisers, but the company lags Twitter as a place where breaking events or topics are discussed in real-time — an area where TV companies have a vested interest.
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