Sometimes monopolies look like they’re going to last forever. Until they don’t. They get disrupted by new technologies, and their business models don’t adapt quickly enough to a new and often punishing ecosystem. This is what has been happening to the newspaper industry over the last 10 years.
While recent data shows that Upworthy has quickly become a viral content powerhouse, racking up 75,000 total Facebook interactions (Shares, Likes, Recommends) per post in the month of November, over-reliance on Facebook as a distribution channel means an uncertain future for some online publishers.
As social media continues to mature, established industry players from large platforms to emerging vendors are quickly moving to standardize the value their business. In April, Facebook introduced Cost-Per-Action, or CPA, a new metric that allows managers at brands and agencies to assign a dollar value to specific actions.