Blogs have bigger influence on purchase decisions than Facebook has

Technorati, the famous, decade-old blog search engine and blog portal, has released its 2013 Digital Influence Report, which replaces the historical State of the Blogosphere report and deals a lot more with branding and social media marketing. You can download the full PDF here, it’s an interesting read as usual.

We want to highlight one aspect which the Technorati report uncovers and which we find quite fascinating: On page 16 Technorati published a diagram showing which online services are most and least likely to influence online purchases (in the U.S.). The top spot goes to retail sites, where the likelihood that they influence a purchase for obvious reasons is very high, 56 percent. Brand sites do also influence people’s buying behaviour with 34 percent. But close behind, with 31,1 percent, come blogs. In other words: Blogs influence purchases on the web more than Facebook (30,8 percent), YouTube (27 percent) or Twitter (only 8 percent).

That is quite an astonishing result and proves once again the power of blogs.


Because of the relevance that blogs do have when people make purchasing decisions, the distribution of brands’ social marketing budgets doesn’t seem to follow any logic, as pointed out by Patrick Lambert on his blog. He highlights another chart from the Technorati report that shows the social budget breakdown of brands. The main share of brands’ social budget is being pumped into Facebook campaigns: 56 percent. YouTube and Twitter each get 13 percent of the total money spent on social media marketing, and only 6 percent are being put to use on blogs.

So while blogs have a bigger impact on purchasing decisions than Facebook, they only get a fraction of the brands’ advertising dollars.

That obviously doesn’t make sense, and it presents a big opportunity for all companies and brands that understand the power and relevance of blogs in the social media marketing mix.

All that means that 2013 could be the year when blogs get back into the brands’ focus. According to the statistics above, they should.

via Bisonblog

“I call blogs the ‘diamonds’ of social media”

We continue our series of interviews with opinion leaders, influencers and well-connected bloggers and social media personalities from Twingly’s home country Sweden. For today’s interview we had a chat and coffee with Brit Stakston, media strategist at a Stockholm-based communication agency. Brit believes in the web enabling real democracy but sees a lot of challenges on that journey.

Hi Brit. You are media strategist at the Stockholm-based communications agency JMW. Today that means lots of social media, right?
JMW provides most of the services that a typical communication agency offers to its clients, but our particular focus early on was social media – which of course should be the core discipline for every communication agency today. Without bragging I think we were one of the first agencies here in Sweden that understood the massive change that social media will bring to business and society.

Photo taken by Lena Dahlström

What’s your personal take on the current state of social media?
We seem to have reached a phase where we have to deal with some critical issues that evolve as social media is entering every part of our (digital) live. One thing is the gap between people who know how to communicate on the web, which gives them a lot of power, and those who don’t. The insights of how analogue and digital values shape society need to be discussed.

Do you think social media has always reached its full potential in changing the society?
Not at all. For me it’s not a huge change that i.e. you and I gained influence and power just because we started using Twitter early. First when everybody knows how those tools can enable him/her to communicate and to get his/her voice heard, social media really will be able to make a difference. Then we can start building. That’s one of my missions today, to help people realize that the ability to learn how to engage on the digital side of life is as important as to be able to read. We all know what that being able to read meant for individuals and for society. Individuals as well as leaders of any organisation need to understand that this is the fact with digitalization as well.

Twitter is gaining momentum in Sweden and journalists are increasingly quoting tweets. How does that affect the importance of blogs?
I call blogs the “diamonds of social media”. It is a brilliant database that completes your digital footprint with your personal experiences, know-how and ideas. Very important: It will be available and searchable while our conversations on Twitter are lost after a week or so. Unfortunately, the journalist’s radar now has changed focus to Twitter, which is shown by the the fact that they don’t quote blogs anymore. But they definitely read blogs. When they write articles, blogs are often the source or did at least inspire some of the facts and thoughts presented. So as a communication advisor I recommend my clients not to ignore blogs just because they aren’t mentioned that often in mass media anymore. They are a hidden power to influence and allow for long term visibility.

So you don’t doubt the influence of blogs on the public debate?
Definitely not. A blog is a great platform if you want to influence and discuss issues in public or if you want to question politicians around specific topics. In Sweden we have lots of examples of how the blogosphere really has been pushing things forward and how it has put pressure on decision makers. The strength of a blog is that everybody has their own publishing platform, almost at no costs. You can react when people react on issues you are engaged in. To watch a discussion evolving around a topic that you have invested a lot of time into on your blog is a great feeling. Within moments you can provide a perspective by writing a short comment and with internal links highlight your own line of thinking here.

Would you say that in the age of social media citizens have more power than in the old days?
Definitely. The digital tools we have today are developed from exactly that fact, how we as human beings want to share experiences, values, expressions with each other and now withoug being framed to time and place. We want to change things! Unlike demonstrations or other physical gatherings, you don’t have to wait for somebody to grant you space to express your opinion. And you should never underestimate two things: First of all that your passion to change things is inspiring for others and second that the fact of something being public is really pressuring, much more than a private letter I send to a decision maker. A single blog post with relevant questions might be enough, especially if the person addressed feels that more reactions would follow if he/she doesn’t react. So overall, if you want to create public awareness for a particular topic and you don’t involve a blog in your communication, you miss out on a great opportunity, and you definitely tend to be lost on the journalist’s radar.

In the beginning you already mentioned the gap between those who know how to use the communication tools and those who don’t. Can you elaborate on that concern?
I am simply worried that the group of people who engage in social media and has the skills to become influential online is the one who exclusively sets the agenda. We have seen many examples like that the last year. Take the Kony 2012 campaign as one example: Its producers definitely knew how to put together a professional message which spread virally through the web. How many (more trustworthy) organisations haven’t worked extremely hard for years to raise awareness about issues concerning children´s rights and children soldiers, but haven’t even gotten a small amount of the attention Kony 2012 achieved?! I am scared of a world where the issues of the ones who understand communication are being considered the important ones. This is the reason why I think everybody should know how to participate on social media. Why? Because there will always be stories that need to be told and that won’t be on the agenda of individuals. Individual initiatives tend to be short term-based and have a weakness in the fact that they are carried by one person only, whereas organizations tend to be structured in a democratic manner and much more long term.

Do you think the web can create real democracy where everybody has the same power?
Yes, even if it sounds very idealistic. I am an extreme cyber optimist in that sense. But at the same time we need to realize that it is the human nature to group ourselves and to create hierarchies. We need to see that factors like power and money still are strong driving forces. The problem is when we keep on saying that all this does not happen in communities on the web while the truth is that it is happening on the web. So we constantly need to fight that, as well as making sure that as many politicians, CEOs and other decision makers are participating and getting involved in the dialogue. That they are thrilled over digital tools that enable them to keep in contact with their target groups on a daily basis, whether they are citizens, voters or customers.

What will you think in 10 years about what you said in this interview?
I hope that I don’t have to be nostalgic about these times!

You can follow Brit on Twitter or via her blog.

Other interviews in this series:

Micco Grönholm
Joakim Jardenberg

Developers! Talk to us if you’re awesome.

Hi there! We’re looking for someone great (you!) to join our development team.

At Twingly, we’re developing a lot of cool stuff mainly focused on social media and search technology. We work with huge datasets and large amounts of traffic in a mixed platform environment. If you’re a system developer and want to work with really cool stuff – we can provide the challenges you are looking for!

Interested? Send an email to Peter ( and introduce yourself.

“Without comments, any news site gets a certain PDF feel”

Dagens Nyheter (DN), Sweden’s biggest morning newspaper, has been one the first Twingly partners to integrate our widget solution into its website, back in early 2007. Today, five years later, we spoke with Björn Hedensjö, Head of Digital at DN, about how Twingly worked out for them, his view on the importance of blogs and comments as well as about what’s next for DN regarding social media.

DN was Twingly’s first client and integrated the widget in February 2007. What was the impact of that partnership and with what thoughts do you look back on 5 years of having incoming blog links showing next to your articles?
I started at DN in 2009, but the people working with digital there before me did a great job, and the Twingly partnership is a good example. The impact was big then and today we’re still a very natural environment for bloggers, and it’s important for us to put the incoming links in prominent positions on the site.

How has the role of the blogosphere changed for DN during the past years, and how important is it today?
I think it’s as important or more important today than it was a few years ago, despite the “competition” from microblogs and Facebook. I really feel blogs contribute in a unique way when they’re at their best, with in-depth coverage of current issues.

How much do you at DN actually work together with the blogosphere? What ways do you see for the future to leverage blogs even more for your site?
I wouldn’t say we work very actively with the blogosphere, but we link to blogs in articles when it’s relevant and of course all editors read loads of blogs. Also the Twingly partnership is important when it comes to tying us closer to the blogosphere. A senior editor of ours, Hasse Rosén, has recently started working with social and interactivity issues and eventually we’ll see some exciting results from that.

How valuable are reader comments for your web site?
Very important. Without them any news site get a certain, uncanny PDF feel.

If readers want to comment on one of your articles, they need to log in with Facebook, OpenID or a account. Do you find that to be the best solution to keep the quality of comments up?
It’s not the best solution, but it has proven to be a step in the right direction for us, I don’t think there are any easy or general solutions that fit all. We have plenty of ideas in the backlog, one being a rating or ‘like’ system, where users rate each others comments. That has been very successful on other news sites. Recently we also started working actively to encourage good comments by highlighting them, perhaps writing new articles based on them. But many things could be done to make it better.

How do you see DN develop in the future in regards to social media?
A closer Facebook integration is not an unlikely next step.

How will that look?
A little bit too early to say!

While there hardly seems to be anybody without a Facebook account nowadays, Twitter is still only a niche phenomenon in Sweden. Do you think that will change in the near future?
No, I think Twitter in Sweden is pretty much established as a meeting place for a tiny, influential minority. It hasn’t changed much since I got my Twitter account in 2008.

How much time do you personally spend with social media while at work?
Depends, if I have a not so busy day, which is rare, I allow myself to just enjoy them. Other days it’s strictly work, but I check Twitter and Facebook regularly.

What are the biggest trends in online journalism that you especially look forward to be able to work with at DN?
Open data services and quick, simple and direct ways to broadcast news. A colleague of mine recently shot, edited and published a very professional clip from a bus accident in minutes, all via his iPhone.

“Because of social media, hotels are forced to deliver real value”

Björn Milton is one of the co-founders of Twingly. In summer 2010, he left the team to do something totally different: Open a hotel with his wife. We had a little chat with Björn about his exciting project and the changes to the turism industry caused by social media.

Hi Björn. You are one of the founders of Twingly. Now you are running a hotel on the Swedish Island Gotland together with your wife. How did that happen?
By accident really. In the summer of 2010 me and my wife Karin planned our wedding that was due to be held in the beginning of August. In July we found out that a property right next to where we have our house was up for sale. We went to have a look and decided that it had potential. We didn’t really know exactly what we wanted to do with it, but we decided to go ahead and ended up buying the property 1 day before our wedding. So there we were, owning a rather substantial piece of property, not really sure what to do with it.

Quite quickly we decided to build some kind of accommodation, and during the process the ambitions rose (as they tend to do) and we ended up with a hotel and a restaurant that we named Hotel Stelor. We completed the construction in 6 months and opened up for business in June 2011. Neither me nor my wife have any prior experience in the hotel or restaurant business so we have spent this first summer working really hard and learning loads of stuff. We’ve tried to share some of our experiences in our blog, Stelor Towers (only in Swedish unfortunately).

Do you miss working at an Internet startup?
When we decided to start the hotel business, I was really excited about doing something hands on, building physical stuff and connect with people in person and I still am today. Our hotel business is in fact run very much like a startup, building stuff in a short period of time, experimenting a lot and then rebuild the stuff that didn’t work out. We try to be very open with what we do and how we think and strive to surround us with people that know the things we don’t. I do miss the tech part of an Internet startup though and will hopefully get a chance to work more with technology soon again.

Your hotel is Sweden’s first that offers guests an iPad instead of a TV. What kind of feedback do you get regarding this?
The idea is that we want to offer our guests the best possibilities to take part in the the informational landscape. Hotel Stelor is very much about facilitating social interactions, both physical and digital. And the iPad plays an important role in that. The feedback from our guests has been overwhelmingly great. Most people like laying their hands on an iPad and our guests are not different. Sure, occasionaly guest have asked for the reason why we don’t have TVs in the rooms. But the most common reaction we get about actually not having TVs are positive ones.

What plans do you and your wife have for your hotel business? Any more ideas on how to combine today’s digital lifestyle with the tatmosphere of a 18th century building housing your hotel?
We have lots of ideas about how to develop our hotel business. Our focus is about building a place where meetings between people and sharing of information is the the main thing and we’re constantly trying to come up with ways that make that as easy as possible. We strive to use and develop technology that integrates deeply into the experience of staying at our hotel in a way that enhances it rather than automates it.

During your years at Twingly you saw the social web unfold and evolve. How can you use this kind of knowledge for your hotel business?
We make use of the social web a lot, communicating and getting feedback through a number of different channels. We work a lot with Facebook ( and Twitter ( and actively encourage our guests to share their experience through sites like Tripadvisor or Facebook Places. From having been part of Twingly and learning from how we’ve used the social web there, I feel I have a rather good sense of what works when communicating through those channels.

In what ways will social media change the hotel and turism landscape? Or won’t it?
I already think it has. The traveling business, being one of the world’s largest consumer industries, can’t ignore the power of the social web, although it has tried for along time. I think the industry as a whole has woken up at last. There are lots of tech driven startups popping up around this field and the big players are spending more and more money trying to harness the power of the social web. Some successfully and others less so, but the interest is there and it is there to stay. The biggest change we’ve seen so far is that people, in recent years, have started to share their experiences with each other on a big scale. This forces the hotels to deliver real value to their guests if they want to survive.

The technology landscape in the traveling industry has been very conservative for along time and is just now beginning to move. I think there are lots of opportunities in this field right now, both with regards to the social web and with technology in large.

What web trends do you think are the most exciting ones right now?
The cloud is truly becoming a reality. People have talked about it for years, but it is now at first that the concept of the cloud is being leveraged for real into both consumer and business products. Your services and your data can be accessed through any device at any time, freeing you of the need of having to worry about whether you have the right device with you or if you’re going to loose it. The only thing you have to worry about is having access to a good Internet connection. Which is of course provided free of charge at any reasonably forward thinking hotel : )

Twingly welcomes Beauty Planet as new e-commerce partner

An increasing number of e-commerce websites and online retailers is realizing the power and potential of the social web. If you need proof for that, just have a look at the list of our e-commerce partners that use Twingly to connect with the blogosphere. In November we published a few examples of websites that with the help of Twingly leverage the power of Social Media to increase their audience, receive feedback and improve customer loyalty.

Today we are happy to announce another partner from the e-commerce sector: Beauty Planet is a leading Swedish online store for perfume, makeup, skin care and hair care. And as of today, the site comes integrated with the Twingly widget that shows incoming links from around the blogosphere to the store’s product pages.

We are particularly glad that Beauty Planet doesn’t only embed Twingly on each product profile, but also on their main homepage. If you visit, in the right column you’ll see a section titled “bloggat om” (Swedish for “blogged about”). There you always find the latest blog posts linking to products on Beauty Planet. You can either click on the product name to head to the product profile, or on the name of the blog to visit the article discussing the product.

The Twingly widget in the right column

We probably don’t need to mention that blog posts that are appearing in that section might be able to attract a whole lot of new visitors coming from Beauty Planet’s main page.

And then, on each and every product page, there is a list of all the recent blog posts linking to that specific perfume, makeup, skin care or hair care product (like here). It’s a great way for customers to get additional information and read about other customers’ experiences, as well as for the bloggers which get more traffic.

By the way, Beauty Planet is our first partner using Twingly eTrade, our new solution especially developed for e-commerce sites. If you run an online store and would like to hear more about eTrade and the ways we can help you to open up to the social web, we’d love to hear from you!

A handy list of major tech and social media events in Europe

Flickr/LeWEB10, CC licence BY 2.0

The Twingly team enjoys attending tech events and conferences across Europe. Meeting hundreds of great people working with or being interested in the fields of social media, startups and digital culture is the best way to get inspiration, to learn, to collect feedback and to simply have lots of fun.

For our own purpose as well as for you we compiled a list of major startup, tech and social media conferences/events that we either usually travel to, feel that we should attend (but haven’t) or where we know other’s who are enthusiastic about it.

That means this list is probably far from complete (and there might be a slight emphasis on the Nordics). In case you want to recommend an annual major event with focus on the topics mentioned that takes place anywhere in Europe feel free to let us know in the comments.

Please note that some of the events on this list have already taken place for 2011 or won’t happen this year at all. But we figured that this overview could come handy even next year, and those events pausing 2011 might have a huge comeback in 2012.

DLD Conference
January, Munich, Germany

Geneva, Switzerland

London, UK

Brussels, Belgium

Social Media World Forum Europe
London, UK

Berlin, Germany

Lisbon, Portugal

Vienna, Austria

The Next Web
Amsterdam, Netherlands

Stockholm, Sweden
Website (only in Swedish)

Next Conference
Berlin, Germany

Amsterdam, Netherlands

Copenhagen, Denmark

Barcelona, Spain

Edinburgh, Scotland

Media Evolution – The Conference
Malmö, Sweden

Sweden Social Web Camp
Tjärö, Sweden
Website (only in Swedish)

Helsinki, Finland

Amsterdam, Netherlands

The European Pirate Summit
Cologne, Germany

Future of Web Apps Conference
London, UK

Helsinki, Finland

London, UK

Stockholm, Sweden

The TechCrunch Europas
London, UK
(no official event website, coverage on

Paris, France

You can find additional information about most of those events on Lanyrd.

“The most exciting shift right now actually happens within children’s literature.”

Just a few days ago we announced that the two largest online booksellers in Sweden, Adlibris and Bokus, have launched Twingly Blogstream on their sites to show blog links. But another renowned company within the Swedish book industry made such a step already two year’s ago: Norstedts, Sweden’s oldest publishing house founded in 1823. The company runs both as well as (the country’s leading publisher of children’s books) and is putting a lot of emphasis on integration with social media channels.

Norstedts recently relaunched its websites and now more than ever highlights incoming blog posts. We spoke to Klas Fjärstedt who is the one in charge of Norstedts’ and Rabén & Sjögren’s digital media about this move.

You recently relaunched your site and put blog reviews about your books into an even bigger spotlight. Tell us about the thoughts behind that decision.
The Swedish blogs dealing with books are usually of very high quality. Linking directly from our sites to those bloggers reviewing our books can be seen as a clear sign of how much we appreciate and value the “bookosphere”, which is gaining importance. We want bloggers to know that if they refer to one of our books they’ll be visible on our main homepage, regardless of what they write, regardless of whether they praise or criticize a book. We think this kind of openess and transparency is important. We don’t select manually which blog posts will be visible.

The book industry is driven by new content. Older books vanish quickly from the spotlight. The books on our homepage usually are the latest releases. However, bloggers write about both current and older publications. It’s fun to see some older release appear back on our homepage simply because someone blogged about it. Bloggers are kind of in controll about a part of our site, which I think is exciting.

I also want to emphasize that we have been using the Twingly integration since 2009. As far as I know there is no other book publisher yet that has done this ste, and it’s only now that online booksellers seem to wake up. I think there is a lot of inspiration to gain from visiting our sites, and we are proud to be cutting edge.

Any other improvements on your site you find especially noteworthy?
The key criteria for our relaunch was added value, simplicity and openess. Those attributes are the foundation for what we do on the web, and there is a lot Twingly can give us in order to accomplish our goals. We also reworked out design, everything looks much clearer now. On we built new templates in order to present the children’s books’ characters in a more vivid way, like here. On we have new templates to present book series, e.g. here.

What’s the impact of social media on the book business?
It’s huge. There is a lot of online conversation about books, and our goal is to participate in that. We want to make it as easy as possible to blog about our releases, to bring our content to other sites (by offering a HTML code for embedding book covers) and to share it via Facebook, Twitter and other social media channels. We know that a recommendation by a blogger for a book has a lot of impact on the purchase decision – often it has more weight and a higher conversion rate than advertising. Bloggers invest a lot of time to review our books and most of them are quite ambitious, thus there is a big benefit for our customers to read those postings.

Can you compare the “bookosphere” to the fashion blogosphere?
I’m under the impression that in Sweden books and fashion are the two most popular topics people blog about. They want to express their opinions and feelings about books!

These are exciting times, even books are going digital. What are your thougths on the future of books, and which ways do you see to bring the traditional book and the digital world together?
Fictional publications will move towards e-books. We already publish many of our releases digitally. Regarding children’s books we see an interesting trend towards applications, creating interactive versions of book content. The most exciting shift right now actually happens within children’s literature.

Do you personally read blogs? Which ones are your favourites?
Yes I do, and my main source for recommendations are the people I follow on Twitter. Twitter is a fantastic knowledge channel!

Here is Klas on Twitter.

How websites within the public service and public sector use Twingly

Today we continue our series of blog posts showing you how websites from different online sectors are using Twingly to enhance their content with opinions and comments from the blogosphere. We described earlier how e-commerce websites have implemented the Twingly widget and highlighted how company, event and organisation websites use Twingly. This time we will focus on the websites from the Swedish public sector and introduce you to what public radio, public television (yep even they are Twingly partners) and two other official, non-commercial websites are doing with Twingly technology.

SVT is the the Swedish public service television. One of their many TV productions is called Debatt, a talk show discussing important news and issues related to the Swedish society. The Debatt website regularly publishes opinion pieces by Swedish politicians, media experts and journalists surrounding the ongoing debates (like this one). Each of those articles is accompanied by the Twingly Blogstream widget, showing blog posts linking to the article. By doing that SVT gives users the chance of either commenting directly below the articles or publishing their response in their own blogs and becoming part of the discussion. SVT are also using the Twingly Blogstream widget on other parts of their website, for example below every article on their news section.

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Sveriges Radio
Even Sveriges Radio which is Sweden’s public service radio has implemented Twingly Blogstream on parts of its website (example). The widget is located below articles and shows the latest incoming links from blogs. Easy and straight-forward!

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Europaportalen is the leading, independent platform for the Swedish debate about everything concerning the European Union (EU) and Europe. Similar to how Sveriges Radio has implemented Twingly Blogstream even Europaportalen uses our technology to monitor the blogosphere and to show who has linked to the site (example).

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Lärarnas Nyheter
This website is targeted at teachers across Sweden, published by the Swedish teacher association and meant to offer any kind of news and information teachers need for their daily work. We find that Lärarnas Nyheter has chosen a very neat way of adding the Twingly widget to their site – it’s included in a dynamic navigation on the right side of the homepage and shows the articles that have been getting the most buzz from the blogosphere. The widget is also located on each article page (example) listing the recent incoming links.

Lärarnas Nyheter
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How company, event and organisation websites use Twingly

A few weeks ago we showed you how e-commerce websites use Twingly to enhance their content and product information. Today we want to focus a bit more on “traditional” websites from companies or organisations which neither are driven by news content nor by direct product sales.

We choose five examples which all have something in common: They have integrated the Twingly Blogstream widget directly on their homepage, so it’s one of the first things visitors see when accessing the websites.

Formex is the largest meeting point for Nordic interior design and will take place in January in Stockholm. The websites for the upcoming fair features the Twingly widget very prominently and shows recent blog postings about the upcoming event. It’s a huge incentive for bloggers to write about Formex, which in return increases visibility for the fair and helps its website to improve it’s search engine ranking.

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PEAB is one of the Nordic countries’ leading companies in the field of Construction and Civil Engineering. On its Swedish website PEAB has implemented Twingly right under the box with the latest press releases where the most recent blog postings are being shown. If you want to see more, you can click on “Fler blogposter” to get to see a list with a dozen or so incoming links from blogs covering PEAB. We find that remarkable since PEAB is opening up to the social web and its transparency in a way that is far from common among companies from rather traditional industries.

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Hem & Villa
Hem & Villa is another fair in the Swedish cities of Stockholm, Gothenburg and Malmö. Similar to what Formex has done, the event websites highlights incoming blog posts about the fair at a glance – visitors don’t even need to scroll to see what has been blogged about Hem & Villa.

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We are very happy that even the Swedish branch of UNICEF has decided to use Twingly on its homepage. If you scroll down a bit on you will see a section saying “185 blogginlägg länkar till den här artikeln” – that means that in fact 185 blogpostings have been referring to the UNICEF website, and the 5 most recent are being featured on through Twingly. The integration encourages bloggers to write about this important aid organisation and about its projects, and it offers bloggers the chance to increase their traffic. Win Win!

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Norstedts is Sweden’s oldest publishing house, based in Stockholm. They have launched an interesting integration of Twingly on their site – each of their books listed on has a Twingly widget on its profile page highlighting which blogs have been covering the specific title. In addition, on their homepage they show a selection of books that are currently being discussed in the blogosphere – based on Twingly technology of course.

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