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Matt Karolian
Matt Karolian

1.8K Followers

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Jun 22, 2022

The collapse of the email newsletter is coming, long live the newsletter.

Email newsletters have been the darling of the digital media world over the past 3–4 years, but I’m increasingly concerned the industry has dramatically over-invested in the space. The excitement about email newsletters came on the heels of a collapse in traffic from social, mainly Facebook, and the failure of…

News

3 min read

The collapse of the email newsletter is coming, long live the newsletter.
The collapse of the email newsletter is coming, long live the newsletter.
News

3 min read


Jan 10, 2021

The beginning of what may be a highly accelerated platform collapse?

I wanted to share some thoughts I’ve had over the past 3 years, but have crystallized and lodged themselves in the front of my brain over the past week. We are at the beginning of what may be a highly accelerated platform collapse, particularly for Facebook. Facebook, Twitter, and YouTube…

Facebook

2 min read

The beginning of what may be a highly accelerated platform collapse?
The beginning of what may be a highly accelerated platform collapse?
Facebook

2 min read


Feb 1, 2018

Hyper-Partisan Pages Still Outperforming Mainstream Media on Facebook.

One year after the election of Donald Trump, polarizing and partisan content continues to outperform mainstream media on the world’s largest social network. — Spend any measurable time talking with journalists and you’ll be bombared with critiques of Facebook. Some theories are farcical, such as Facebook purposefully crushing organic page reach of publishers so they are forced to Facebook ads to reach their fans (I honestly doubt Zuckerberg, or anyone else at Facebook, thinks…

Facebook

3 min read

Hyper-Partisan Pages Still Outperforming Mainstream Media on Facebook.
Hyper-Partisan Pages Still Outperforming Mainstream Media on Facebook.
Facebook

3 min read


Jan 27, 2018

Facebook’s Ad Tool Can Be Used For Covert Surveillance

As part of my Nieman fellowship at Harvard, I participated in Professor James Waldo’s Technology and Privacy class. For the final project in this class, I’ve examined how much non-public information Facebook will inadvertently leak if actively manipulated to do so. Exploiting Custom Audiences Facebook’s Custom Audience feature is a powerful tool that…

Social Media

4 min read

Facebook’s Ad Tool Can Be Used For Covert Surveillance
Facebook’s Ad Tool Can Be Used For Covert Surveillance
Social Media

4 min read


Jul 12, 2017

On Facebook, Local TV News Isn’t So Local

Local TV network affiliates always seem to be killing it on Facebook. They are dripping with video content and inevitably hit it big every week with a story that outrages, shocks or inspires driving a boatload of clicks. I decided to take a closer look at the composition of the…

Media

2 min read

On Facebook, Local TV News Isn’t So Local
On Facebook, Local TV News Isn’t So Local
Media

2 min read


Apr 20, 2017

Driving Traffic To Articles Through Facebook Messenger

For the past month the Audience Engagement team at The Boston Globe has been experimenting with sending news alerts via Facebook Messenger. Delivering alerts via Messenger allows us to push messages directly to the lock screen of a notification subscriber. When the user opens the message, they are prompted to…

Facebook

2 min read

Driving Traffic To Articles Through Facebook Messenger
Driving Traffic To Articles Through Facebook Messenger
Facebook

2 min read


Dec 3, 2016

How the Boston Globe uses Facebook’s ad tools to seed stories with high-value readers.

Facebook’s ad tools are incredibly powerful; they were built to allow brands to pinpoint advertisements to highly precise audiences. For brands, this is great, it allows them to show off their wares to people primed to buy. …

Facebook

4 min read

How the Boston Globe uses Facebook’s ad tools to seed stories with high-value readers.
How the Boston Globe uses Facebook’s ad tools to seed stories with high-value readers.
Facebook

4 min read


Nov 30, 2016

Instagram Stories & Publisher Traffic

Not long ago, Instagram introduced the ability for verified accounts to include actionable links in their stories. This change has the potential to dramatically change Instagram’s value for publishers. Over the past 8 days, we’ve published a number of stories to both the Boston.com and Globe.com …

Social Media

2 min read

Instagram Stories & Publisher Traffic
Instagram Stories & Publisher Traffic
Social Media

2 min read


Nov 25, 2016

Could Facebook’s Ad Technology Help Solve The Fake News Problem?

Years ago, Facebook launched a surveying tool that helped them identify the anatomy of posts that were essentially advertisements instead of “engaging content”, the tool looks like this… If too many people felt that the post you were making from your brand page was an ad, your organic reach plummeted. This signal from Facebook helped brands improve the quality of their organic Facebook posts, and move advertising-specific content to Facebook’s advertising platform.

Journalism

1 min read

Could Facebook’s Ad Technology Help Solve The Fake News Problem?
Could Facebook’s Ad Technology Help Solve The Fake News Problem?
Journalism

1 min read


Nov 21, 2016

We streamed our website to Facebook and it drove a ton of traffic.

As we started to plan the Boston Globe’s social media efforts for election night, we gave ourselves three requirements… Be useful Be interesting Drive traffic to Globe.com We examined the obvious “social” ideas such as a Facebook Live Stream hosted by one of our political reporters, or constantly uploading new…

Live Streaming

2 min read

We streamed our website to Facebook and it drove a ton of traffic.
We streamed our website to Facebook and it drove a ton of traffic.
Live Streaming

2 min read

Matt Karolian

Matt Karolian

1.8K Followers

2018 Nieman Fellow @ Harvard. I make things happen on the internet for The Boston Globe & Boston.com

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