Neural-Net AI Service Echobox Manages Newspaper Presences on Social Media
November 18, 2016
An article at Bloomberg Technology, titled “It Took Robots for This French Newspaper to Conquer Twitter,” introduces Echobox, a startup that uses a neural-network approach to managing clients’ social media presences. The newspaper mentioned in the title is the esteemed Liberation, but Echobox also counts among its clients the French Le Monde, Argentinia’s La Nacion, and The Straits Times out of Singapore, among many others. Apparently, the site charges by the page view, though more pricing details are not provided. Writer Jeremy Kahn reports that Echobox:
… Determines the most opportune time to post a particular story to drive readership, can recommend what headline or tweet to send out, and can select the best photograph to illustrate the post. Using the software to post an average of 27 articles per day, Grainger [Liberation’s CTO] said that Liberation had seen a 37 percent increase in the number of people it reached on Facebook and a 42 percent boost in its reach on Twitter. ‘We have way more articles being seen by 100,000 people or more than before,’ Grangier said. He also said it made life easier for his digital editors, allowing them to spend more time curating the stories they wanted to publish to social media and less on the logistics of actually posting that content.
So, it seems like the service is working. Echobox’s CTO Marc Fletcher described his company’s goal—to create a system that could look at content from an editor’s point of view. The company tailors their approach to each customer, of course. There are competitors in the social-media-management space, like SocialFlow and Buffer, but Kahn says Echobox goes further. He writes:
Echobox professes to offer a fuller range of automation than those services, with its software able to alter a posting schedule to adjust to breaking news, posting content related to that event, and delaying publication of less relevant stories. Echobox uses a neural network, a type of machine learning that is designed to mimic the way parts of the human brain works. This system first learns the audience composition and reading habits for each publication and then makes predictions about the best way to optimize a particular story for social media. Over time, the predictions should get more accurate as it ‘learns’ the nuances of the brand’s audience.
This gives us one more example of how AI capabilities are being put to practical use. Founded in 2013, Echobox is based in London and maintains an office in New York City. The company also happens to be hiring as I write this.