Lausitzer Rundschau – 1st German regional newspaper working with Twingly

The Lausitzer Rundschau ( is the first German regional newspaper to join us on the Twingly-adventure!


They are based in Cottbus, which is situated close to the Polish/German border, between Berlin and Dresden. Here the Google-Map for everyone that wants to take a closer look, the region is called Lower Lusatia.

Historically, Lausitzer Rundschau (short version LR) has come a very long way. They were founded in 1946 and have been a newspaper of the SED (the leading political party in the German Democratic Republic) for the region of Lusatia. Obviously being an SED-paper was not quite that beneficial for their reputation, mock names at that time were among others “Lügen-Rudi” (“lying Rudi”).

In 1991, the “Wende”, as one calls the big political change in Germany, also started for Lausitzer Rundschau. They got bought by the Saarbrücker Zeitung, which again is a part of the Holtzbrink Group, one of Germany’s biggest publishing groups.

Since then LR is an independent newspaper and strives to supply their region with high quality regional news. They run 11 local news papers in the Brandenburg region and 2 in the Saxon part of Lusatia.
No talk about “Lying Rudi” anymore nowadays, which shows that they succeeded in really being “more than just a newspaper”.

Their online strategy has developed significantly during the past years. The latest steps are to connect its content closer with the world of social media. LR-Online now has not only joined Twitter actively but also wrote some really good articles for their readers about the subject.

LR-Online wants to involve external blogs more with its content, and this is where Twingly comes into the game. Having already some Swedish and Norwegian regional newspapers as partners that use Twingly successfully, we really are excited to see what our blog service will be able to do for LR and we look forward to support them in their social media strategy. is launching Twingly today!

We’re very happy to announce that is launching Twingly today! They’re one of the largest retailers of sport equipment and have stores all over Sweden. Now they wanna make their e-commerce bloom and we’re happy that they see Twingly as a way to do that!

So all you bloggers with love for sport, fashion and outdoor life now you have the perfect opportunity to link to the products on to get a link, and some attention from their visitors, to your blog! Maybe even write a product review in your blog?

Happy blogging!

Guest post: Social media adresses the hierarchy of needs

Judith Wolst is running the blog where she writes about Internet related stuff such as social media, e-commerce & Online PR (well, almost obsessed with the internet :D). Professionaly she works with e-commerce – currently responsible for Online Marketing and Social Media at

In this post she describes some of her thoughts about Social Media.

Social media adresses the hierarchy of needs

Us humans have a need to put things into a context, to somehow get a perspective on what is happening around us so the world we live in will becomes easier to understand. Or perhaps perceived to be easier to understand.

People create theories and models about almost everthing, it helps us understand. One that most of us knows about is the hierarchy of needs. Based on ingredients such as food, shelter and self-fulfillment, it helps us to understand why the absence of motivation occurs, when the cornerstones of the pyramid is missing and how this affects us. Maslows pyramid is wildly spread and heavily used.

As humans we are on a quest to put things and events into a context and Social Media is certainly no exception. One could almost say that Social media takes us one step further since it almost DEMANDS a context in order to be understandable…


Models like the one above – gloriousely named “The Social Media Landscape” or equivalent – are now very common. Various efforts to describe and map the digital conversation are being made but these don´t explain WHY things happen. They do not identify the underlying driving forces.


Some choose to explain social media like an “ecosystem” (picture above) which is ONE approach and perhaps a reasonably fair comparison?

What I am trying to say is that things change and that many of us are trying hard to pinpoint this change.

Larry Webber (“Marketing to the social web”) describes the market-based transition in the following steps:

  • Step 1: Mass Marketing – arose in the context of national publications, national radio and national television.
  • Step 2: Direct Marketing – the opportunity to communicate via mail, telemarketing and catalog.
  • Step 3: The era of Social Web – is the third period of marketing where customers (and potential customers) are more in control of what they read, hear and watch. Web2.0 technologies that put the individuals in the driver’s seat.

Yes. We can all agree that the platforms and the logic has changed. But it is not because of technology or meth that we are so involved in social media. There must be something else that encourages our passionate communication.

I Googled on “Social Media” + Psychology and found a very interesting blog post. Its author, Doug Firebaugh, lists seven underlying needs he claims drive our social interactions online.

1. To be Acknowledged
2. To Gain Attention
3. To Be Approved Of
4. To Be Appreciated
5. To Be Acclaimed
6. To Feel Assured
7. To Be A Part Of

Not totally unlike a cocktail party! Or an effort to become a natural part of your middle school class. It constitutes a summary of our efforts to find ourselves and by various methods to express our identity. Quite simply put- our need to communicate.


And on the Internet, we do this through the written word, audio and video.

Cloud systems and shared content

Yesterday me and Niclas read an article about some Facebook statistics, which showed quite impressive numbers. 250 million registered users is a lot of people and the fact that almost half of them uses the service at least once a day shows that Facebook is a huge actor in the social ecosystem of the web. The rest of the numbers presented is just as impressive.

1 billion photos uploaded per month is more than 380 photos per second. If you assume that each file is 1 MB, which might be a bit low even if we assume that a lot of the files are low resolution, that’s 380 MB of photos each second that is received, processed and stored. 1 TB of photos each 40 minutes, every day, all year long. This is equal of 3 gigabit per second, photos only.

It wouldn’t be completely impossible that the amount of video data uploaded each second is at least half of the photo data uploaded each second. Even though the number of uploaded videos is just one hundredth of the number of uploaded photos the video files from digital cameras quite often can have a very large file size compared to their length. All these videos must also be processed and encoded, and video is much more CPU consuming than simple photos.

As the social networks grow, so does the load on them. What if it was possible to let users connect their accounts with already existing ones on other web services? Imagine being able to hook your photo albums to Flickr or Picasa Web Albums, the video section to your YouTube account and the journal to your already existing blog. Imagine if comments made inside the social network also was visible in the services you hooked your account to?

I really hope this will happen soon!