Before you can begin to measure impact, you need to first know who’s talking about you. While analytics platforms provide referrers, social media sites track reposts, and media monitoring tools follow mentions, these services are often incomplete and come with a price. Why is it that, on the internet — the most interconnected medium in history — tracking linkages between content is so difficult?
The simple answer is that the web wasn’t built to be *fully* connected, per se. It’s an idiosyncratic, labyrinthine garden of forking paths with no way to navigate from one page to pages that reference it.
.. We’ve spent the last few months thinking about and building an analytics platform called NewsLynxwhich aims to help newsrooms better capture the quantitative and qualitative effects of their work. Many of our features are aimed at giving newsrooms a better sense of who is talking about their work. This seemingly simple feature, to understand the links among web pages, has taken up the majority of our time. This obstacle turns out to be a shortcoming in the fundamental architecture of the web. But without it, however, the web might never have succeeded.
.. In his latest book “Who Owns the Future?”, Jaron Lanier discusses two-way linking as a potential solution to copyright infringement and a host of other web maladies. His logic is that if you could always know who is linking where, then you could create a system of micropayments to make sure authors get proper credit. His idea has its own caveats, but it shows the systems that two-way linking might enable. Chapter Seven of Lanier’s book discusses some of the other reasons Nelson’s idea never took off.
.. The inefficiency of one-way links left a hole at the center of the web for a powerful player to step in and play librarian. As a result, if you want to know how your content lives online, you have to go shopping for analytics.