Postrank Releases API: Create Your Own AdAge Like Powerlist Now
Readwriteweb reports that conversations measurement tool Postrank has launched new blog tracking tools to track engagement. PostRank has released two Application Programming Interfaces (APIs) that will alow developers to track reader engagement in any group of blogs or around any single link with just 15 seconds of latency. RWW points that Technorati deciding to focus on its blog advertising business has prompted this move from Postrank.
The two APIs released are:
Feed Engagement API: real-time ranking of blogs based on all the social engagement data collected by PostRank (comments, discussions, votes, etc.) The API allows you to define a time interval to consider (from a day to a year), and you can even look at the daily engagement data for each blog.
Metrics API: real-time metrics for any blog post. Need to know how many times a story has been shared, retweeted, or bookmarked? Metrics API can answer that.
According to Postrank’s website, it measures engagement by analyzing the types and frequency of an audience’s interaction with online content. An item’s PostRank score represents how interesting and relevant people have found it to be. The more interesting or relevant an item is, the more work they will do to share or respond to that item so interactions that require more effort are weighted higher.
It in essence is a more intuitive measuring system compared to say a Technorati which was purely a function of link backs and site bookmarks (favourites). Adage Power 150 which ranks marketing blogs across the web uses Postrank’s API, and it is the same that is now released for developers to use. Besides blogs Postrank also seems to track content discovery platforms and a blog post’s performance on them like Digg, Delicious, Friendfeed, etc.
While Postrank might be used mostly to create niche lists with this API release, it is certain to have its impact on conversation measurement and analysis conducted by agencies and brands.Social media conversation tracking is a major point for those involved in social media, and blog content tracking plays a vital role in it. The fact that it is real time just makes the tool even more relevant in today’s distributed web. It is a better version of a Google News so to say with many blogs (and microblogs) breaking news faster than traditional media now.
What Postrank hopes to add to the system with this release is to help collate conversation as well as influence, the latter gaining a lot more importance in the now social web. And as social mediagains more traction as a content discovery gateway, Postrank and tools like it will probably make themself more relevant in the field of social media analytics and tracking.
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