How Social And Primary Sources Affect Online Media Brands

Editor’s Note: Semil Shah is a contributor to TechCrunch. You can follow him on Twitter at @semil. Throughout high school and college, I took a heavy dose of political science and history classes. As a result, those teachers and professors stressed the importance of investigating primary source documents and analyzing them on their own merits versus secondary sources (like textbooks, for instance), even though we were all issued textbooks, essays by subject matter experts, and a range of other interpretations. Eventually as college ended, the courses focused more on the primary source and our own interpretation of it. Fast forward to today. At least in the world of startup technology news, which moves too fast to be captured by textbooks or print-versions of magazines, primary sources remain important, but social sources — at least for me — trump all. Of course, in early-stage, private companies, obtaining primary sources is difficult. In my world of tech news, like many, Twitter is my main source of information and how I surf the web. Specifically on Twitter, however, I do not follow any ?news sources? directly. There is too much information out there. As a result, I try to follow people who?ve I?ve grown to trust who read and share articles or random blog posts. In order for me to read something, I need a social signal to trigger and capture my attention. ?Who? shares it with me matters. The ?source? matters still, just not as much. And, in some cases, the source online can be propped up by a brand and hold power in its distribution. Real estate to create content online is infinite. There is no barrier to entry to create information, to build an audience, to generate page views, and to peg those against ads. Therefore, at least in my small world of online tech news, social sources reign supreme. I?m guessing many of you reading this may feel the same way. The social signal from following a friend or trusted industry source motivates me to gain interest in a link, to read the story, or save for later. The most critical piece of information in that decision is not where the link originates from and resides, but rather who has shared this link. In a way, the tweet itself, as a unit of social currency, is more important than the source itself. One product which demonstrates the pervasiveness of

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