With growing distribution of the social web established press and broadcasting media providers are represented on platforms such as Facebook, Twitter or YouTube. Their activities pursue different strategies and take different shapes, but what they have in common is the search for ways to comprehend the audience's response to what they offer. The audience of the social web is not a passive entity but an active participator. Respective indicators and metrics are on the one hand supposed to clarify the development of coverage and on the other hand explain the significance of the individual offering as compared to other providers.
Zweites Deutsches Fernsehen (ZDF)