For a publisher, the network matters
by Walter Knapp in Community, Company, Lijit publishers on June 6th, 2011
What we’re working on at Lijit is a way to help publishers extract added value from being part of a network. Here’s how we see it:
According to Metcalf’s Law, a network’s value derives from the number of nodes that are connected to the network. Metcalfe’s law states that the value of a telecommunications network is proportional to the square of the number of connected users of the system (n2). Metcalfe’s law was originally presented, circa 1980, not in terms of users, but rather of “compatible communicating devices” (for example, fax machines, telephones, etc). Only recently with the launch of the internet did this law carry over to users and networks as its original intent was to describe Ethernet purchases and connections. The law is also very much related to economics and business management, especially with competitive companies looking to merge with one another. For example, 2 telephones can make only 1 connection, 5 can make 10 connections, and 12 can make 66 connections (see graphic to the left).
In the web of online publishing, the notion of network value is under-exposed (forgotten even?) when it comes to individual websites. Most of the “network effect” online remains confined to well-known examples like Twitter, Facebook, LinkedIn, and eBay. That doesn’t have to be the case. There is no reason that individual publishers or networks of sites of any size can’t benefit from being a node on the broader network and the associated reader, advertiser and traffic patterns.
Lijit leverages the aggregated network footprint of readers, search terms, demographics, brand advertisers, and a list of other important attributes. We take that aggregated asset and then feed the network value back to each individual publisher or site. This reflection of network value helps publishers simply: be better. Write better content. Curate more relevant things. Uncover ways to engage their readers more. And even make more money if that’s of interest to them. Every offering we have is free to the publisher, simple to implement, and comes with no strings attached. Publishers get value from it, or they vote with their feet and leave the network.
There are 5 primary categories of information that Lijit is providing publishers to help them gain crucial insights and actionable information. Information that they can use to make sites better, create or curate more engaging content, gain reader attention, and deliver better advertising that helps marketers reaches the right consumers.
- Comparisons: How does my site compare to other like sites?
- Trending: Are their macro trends that affect my advertising revenue?
- Indexes: Do sites like mine lag or exceed my peers?
- Intent: What are my readers looking or searching for?
- Engagement: How do readers engage into and with my content?
In each of the topical areas above the answer exists, or is amplified by, the networked connections between aggregation, comparison, and multi-site behavior of traffic, readers, marketers, social content, and reader expressions.
There does not exist a service today that helps publishers extract this understanding, much less value, from being a participant in the internet network. Look for some exciting and innovative new tools, services and analytics from Lijit in the near future that provide added value to publishers based on the key ingredients of network and context.
