Weekly comms news round up 20/06/13

My weekly pick of comms news curated via @CisionUK. Happy Thursday!

Twitter opens up its analytics platform, lets everyone review the performance of their tweets for free by @nisummers via THE NEXT WEB

‘Twitter has quietly opened up its various analytics tools to the public, giving everyone access to in-depth data about the people and brands who follow them, as well as the performance of their most recent tweets.

The change was spotted by Christopher Penn, vice president of marketing technology at SHIFT Communications earlier this week, as well as Danny Olson, a digital strategist at Weber Shandwick. Users simply need to head to the Twitter Ads dashboard and click on the ‘Analytics’ tab at the top of the page to access the new features.’

Vine engagement rate on Twitter almost matches that of YouTube, after only six months by Ishbel Macleod via The Drum 

‘The engagement rate of tweeted Vine videos is almost the same as those of YouTube videos, despite the former only launching about six months ago, new research from Socialbakers has found.

The study showed that tweeted YouTube videos earned a 0.048 per cent engagement rate on average, compared with 0.031 per cent for Vine uploads.’

Digital news is finally starting to pay by @picard_robert via Guardian

‘Newspaper publishers beleaguered by digital developments for the past decade are starting to believe that business models to support digital journalism have emerged. Their increasing optimism is driven by a number of factors: the growing revenue from paywalls and digital apps for tablets and smartphones, as well as a more favourable shift in public attitudes towards paying for online news. These trends are leading more newspapers to shut off or reduce the flow of free digital news, with the Daily Telegraph and the Sun recently introducing pay services, and about half of US newspapers currently charging for some digital news services.’

Online consumers call for real-time control of marketing communications via New Media Knowledge by @kevinjoyner

‘Exclusive consumer research launched today by branding agency Corke Wallis reveals that nearly 90% of people in the UK want to take control of the type and timing of the promotional messages they receive.

An online survey of 300 UK consumers found the overwhelming majority want an alternative to regular targeted promotions that’s more in-sync with their shopping activity. 86% said they would be interested in a service that enables them to request offers for relevant products in real-time. 14% of those who said they would be interested in this kind of service also said they would be willing to pay for it.’

How newsrooms can use social analytics to guide editorial strategy by @rmcathy via journalism.co.uk

‘For newsrooms keen to get to grips with analytics, there is a wealth of data available. And just one part of that is social analytics – the data focused on how stories are being discovered, shared and consumed via social media platforms.

Social has become a significant traffic driver for most news outlets, with much of their audience discovering content on social media, both on mobile devices while on-the-go, and via desktop, highlighting the growing importance of this area of analytics.’