Editorial analytics shouldn't override journalists' news judgement, but they are a useful tool to find out how audiences react to stories, where they are finding your articles and how they are sharing them.
In this article on MediaShift, François Georges, online marketing specialist at Talkwalker, explains how publishers can make the most of social media analytics.
He points out that these metrics can show you not only how your articles are performing, but also how some stories become more popular than others and which social media users and communities are key in a story going viral, for example.
Social media analytics can also help you stay on top of trends and breaking news stories, George adds, as their data is collected in real-time.
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