BREAKING! Grabien clients can now track their clips on X

Dear, Media Colleagues —

Today we’re extremely excited to announce a powerful new integration between Grabien and social media. In short, now Grabien clients can track their clips’ performance on Twitter/X. 

First, a little background. 

Our goal has always been to become a centralized hub of news clipping, analytics, and reporting — such that, as an example, news providers can utilize Grabien for tracking where their content is going throughout the media ecosystem, knowing how many eyeballs & ears end up coming across It. We previously attempted this by encouraging online publishers to use a player through which we could track data. However, as online publishers found better monetization opportunities, most of our clients began downloading their clips. This seemed a dead end for our ambition of tracking clips after they’re used elsewhere. 

Then we came across WebKyte and their incredible digital fingerprinting/social scanning technologies. Over the last year we’ve developed the tool we’re announcing today: Tracking Grabien-produced clips’ performance on Twitter/X, today’s town square for current events. 

Now on every clip’s page, you’ll see a new metric: Social plays. These plays factor into Grabien’s tracking of clips’ overall popularity. So now when you scan the Top Clips on the News Clips page (on the lower half of the screen), these rankings will be informed not only by plays within Grabien but also on Twitter/X. 

If you click the number following “social plays,” you’ll see a list of every Twitter/X post making use of that clip. (Grabien’s clipping tools now automatically embed invisible digital watermarks, which makes their future post-download tracking easier.) 

For content creators, this also gives you a new tool for tracking who is using your content on Twitter/X.

And this is only stage one. In the future we hope to tackle more social networks. And in combination with our recently added Nielsen data (for TV and soon, radio), we see “social plays” as another step toward delivering PR firms a more complete accounting of their earned media’s total reach. 

And of course, we also plan to use this data to help make Grabien an even more powerful tool for our clients, so the system is always getting smarter at understanding and applying news patterns (more on that theme in 2026 …). 

That's it for today. Please let us know what you think. 
 

Thanks, and happy clipping!

Tom Elliott, Grabien