About Newsdex Seattle
News organizations are reaching beyond their websites to engage and entice present and potential audiences. Newsdex aims to measure the size of the "social brands" of metro Puget Sound news outlets and other information-disseminating media.
A social brand is the persona of a company or individual cultivated on such open platforms as Facebook or Twitter. Many media companies have formally sanctioned brands in those spaces, but employees of those companies, too, often use their personal accounts to promote their work or their company's.
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Measuring the effectiveness or reach of a company's social brands is, to be sure, an inexact science, and our metrics are decidedly a work in progress. For now, here's how we're classifying social media accounts:
- Primary accounts: These are the officially sanctioned social media accounts that represent a media company as a whole. Usually they take some form of the trademarked name of the company and often have the largest network of followers.
- Owned accounts: These are accounts that are owned and controlled by the media company, usually containing the trademark somewhere in the name. It can be a company-branded account for an individual ("KXYZJohnDoe") or it might be an account that covers a niche ("DailyBugleSports").
- Staff accounts: These are accounts that staffers personally own and control but use professionally as a representative of their respective companies.
To better define the second two categories: If an employee leaves a company and can take the social brand with her or him ("JohnDoe"), that's a personal account. If the company retains the account when an employee departs or the brand ceases to be useful to either party ("KXYZJohnDoe"), that's an owned account. There are cases where this is not altogether clear, so if we've mis-categorized an account, please let us know.
Settling on criteria for inclusion of social brands in this list was not easy. For now, we're listing only social brands that companies or organizations promote on their primary websites. This could change. Again, we welcome your thoughts.
Newsdex queries Facebook and Twitter nightly to compile these data. We've worked hard to include the companies and accounts we know of, but it's certain we've overlooked some. Our interest at this point is in news and information sources that are independent of government and are not engaged in promoting particular products, organizations or causes. If we're missing something or someone, please let us know.
Feedback, suggestions, questions: firstname.lastname@example.org
- Gary Love is a product manager and geek who has worked for numerous newspapers and television companies, including The Seattle Times, Hearst Newspapers, Walt Disney Internet Group and Seattle Weekly. He presently works for Dallas-based Belo and lives in Seattle. @nemejo | Tumblr | LinkedIn
- Chuck Taylor is a lifelong journalist who has worked for four Washington newspapers and was the launch editor of Crosscut.com. Today he's an editor at The Herald in Everett and lives in Seattle. @chcktylr | LinkedIn | home | blog
Newsdex is a spare-time project unrelated to their employers.