New interaction between online media and readers

Shoutback provides two interrelated services, voice and pulse, powered by a common linguistic analytics engine

ShoutBack Voice ShoutBack Pulse

ShoutBack Voice

SB Voice is a novel structured means for online media outlets to communicate with their readers, that is less cumbersome than a "comment", is way more informative than a "like" and is just a click away.

Make your content more appealing by empowering your readers to shout back their views on the headlines as they read about them. Give your readers a voice, and a voice that is heard too.

ShoutBack Voice

ShoutBack Pulse

Tap an unfiltered, real-time pool of readers’ opinions about people, brands and organizations in the news. Understand how these opinions correlate with different topics and contexts, follow the timelines or slice them by geographic location at your will. It’s a raw massive opinion data and it’s all in context, there for you to explore and make sense of it.

ShoutBack Pulse

How It Works

Here is the plain-language 3-step explanation from a user perspective:


ShoutBack’s linguistic engine analyzes the contents of an online publication and extracts a list of important entities discussed in it (for example people, brands, organizations).


For the story "Theresa May welcomes confirmed EU Brexit transition offer", the list of top votable items is: 1. Theresa May; 2. Donald Tusk; 3. European Union; 4. Brexit; 5. Leo Varadkar.



Readers can express their visceral reactions to the news by voting with "thumb up" or "thumb down" on each item on this list, during or immediately after reading the article.

Thus, ShoutBack gives them VOICE.


Each reader will have their own combination of "thumb up" and "thumb down" votes among these options.



ShoutBack’s engine gathers all the votes across topics and media outlets, and allows for real-time analysis and data mining of readers’ opinions.

Thus, ShoutBack captures the PULSE.


Analysts, marketers, pollsters, journalists, academics, celebrities, reputation managers and anyone else could look up the aggregated results, or slice and dice it the way they need it.


What do we offer

For online media, blogs and communicators

Easy to maintain plug-in allowing readers to express their reactions

Highly customizable design that perfectly fits the media appearance

Personalized content for registered readers

Intuitive tools to explore readers' feedback.

For online readers

Express yourself in an intuitive way, and see how your opinions compare with those of others.

Enjoy more interactive news content

Get opinion heat maps on topics that interest you

Keep track of your votes and connect to like-minded fellow citizens

For market and opinion analysts

Access to the tools for opinion polls analytics

Instant alerts to organisations, politicians and celebrities wanting to monitor their own or their competitors reputation

API access for automated opinion polls services

Custom reports and research

Why Is It Valuable

Online Media Outlets - Engage your readers and keep a finger on their pulse!

Media need to engage their readers in a better way. Today’s feedback mechanisms – likes and comments – are imperfect. Maintaining and analyzing readers’ comments is expensive, needs additional IT infrastructure and moderators to avoid hate speech or abuse. The information in the comments is unstructured, ambiguous and hence difficult for analyzing. In fact, media leaders like Reuters, Huffington Post and many others are ending or significantly limiting comments on news stories. Readers rarely use Like/Dislike buttons because few stories are just black or white – typically articles are balanced and provide different viewpoints; the reader likes some things and dislikes others. Imperfect feedback mechanisms reduce engagement and media loses attention towards social networks. We are offering an engagement tool that can amplify or even replace comments while it is as easy to use as a simple like. Media need to know their readers better in order to provide them with a better user experience. Poorer engagement results in sparser reader profiles, i.e. the media knows less about the reader. Thus, it can do less to offer a better service in terms of personalized recommendations and additional information, focused advertisement, etc. The mobile app of FT can push only few recommendations to the reader during the day. If those are not right on the spot, notifications will be switched off after the first week and people will go to (or stay with) Medium, Google News or another service. ShoutBack Voice helps media engage and better understand their readers at almost no additional cost. Start communicating with your readers instead of just writing for them.

Online Readers - Speak out and let your voice be heard!

ShoutBack provides news readers with an easy and intuitive way to express their reactions to the headlines and see how their opinions compare with those of others.

Our opinions are heard during elections and largely ignored otherwise. A platform for real time voting that allows aggregation across media, articles and topics has the potential to increase the influence of people’s opinions not only during election times. ShoutBack gives readers a voice loud enough to be heard!

Why people will adopt ShoutBack Voice? According to the BJ Fogg’s Behaviour Model there must be three elements at the same moment for a behaviour to occur: Motivation, Ability and Trigger:

  • Motivation is present – the reader reads the article, so he/she is interested
  • Ability is high – voting is simple and intuitive, just one click needed
  • Trigger is also there – the list of votable concepts is right next to the text of the article

Opinion Analysts - Get a real-time, context-specific, opinion heat map!

Today’s surveying mechanisms are clumsy and easy to manipulate. Opinion analysts need the most up-to date data capturing the pulse of the online readers. There are online opinion monitoring tools, which are analyzing the sentiment of social media posts but the extracted information is ambiguous and more limited to the social media facet of people’s lives. Today’s sociological and marketing surveys can be compromised by manipulative construction of the questionnaires and manipulative selection of the sample of respondents. Тhe surveys are held after the real events, when the direct influence is lower. Most importantly these surveys are expensive and the samples are rather small.

Get real-time, context-specific, impartial and unambiguous opinion heat map. Use built-in analytical methods for comparative studies of one or several entities, timeline of positive and negative votes, rate of approval and variety of correlations between entities. You can analyze, for example, readers’ opinion about Hilary Clinton and Donald Trump in the context of primary elections in US. You can also study if there is a difference between readers’ perception about Obama in Israel vs Obama and basketball.

The most important thing in communication is hearing what isn't said...

Peter Drucker

Use Cases

Online Media Outlets

Henry, Head of Strategy at Media Co, is tasked with stemming the depressing trend of falling reader engagement, especially among younger readers. He sees ShoutBack as complementing the suite of online reader engagement tools - it is much easier than writing a comment, yet allows for a more specific self-expression than simply "liking" or sharing an entire article. Henry especially appreciates how easy it is for like-minded readers to connect not based on real-life friendship, but based on shared opinions. That has given him a whole new set of community-building and reader engagement ideas. The analytical capabilities of ShoutBack to track the “pulse of the world” in real time, and to drill down on trends, have been invaluable for Henry (not to mention his Editorial desk colleagues). Henry is now able to truly understand who engages with what conversations.


David, veteran CMO, embraces the new "omni channel" world in which marketers no longer control brand messaging. Ten years ago, he would hire a market research firm for a two-month study with focus groups and surveys. Then, his team would strategize, segment, and develop marketing campaigns to broadcasting one-way brand messages. And then, he’d hire another consultancy to evaluate the impact of these efforts. Today, everything happens in real time, and what’s more, it is consumers who control the conversation. ShoutBack has become David’s favorite market insights source. He uses it to continuously monitor corporate reputation and brand perception. It is also his go-to place for instantaneous, unbiased, unfiltered customer insights rooted in the conversations people engage in. A click of the mouse gives him timely and more accurate picture of what he used to get after months of research.


As a teacher, Danielle cares about education and is closely following the national debate on charter schools. She comments heavily on related articles and frequently shares them on her FaceBook page. Danielle never misses a chance to vote "thumbs up" or "thumbs down" on the ShoutBack suggestions in the news. She calls this "democracy done the right way" because politicians can hear from the people as the debate unfolds, not only around election time. Through ShoutBack, Danielle was able to connect with others who shared her opinions and organize a community hearing that raised awareness among parents. On a lighter note, ShoutBack connected Danielle with the fan club of a local teen band.


Mike is the top analyst at the Senator’s office. Mike’s life was transformed the moment he subscribed to the ShoutBack analytical platform. As soon as he wakes up, he logs into his ShoutBack account to see the overnight global press digest on topics he has defined in his filters. He can drill down by issue, geography, outlets, demographics, etc. and set automated alerts to apprise him of developing trends. Mike selects a custom report he has defined and distributes it to his colleagues so they have it when they get to the office. Then Mike hits the shower, turning the TV on as a background noise.

Societal impact

ShoutBack gives voice to readers, so that their opinions count!

While ShoutBack has a clear business value proposition, it also has a broader disruptive potential to spark new dynamics in society. It can redefine the relationship between politicians and the public by offering real-time, unfiltered, all-inclusive, steady feedback information flow from the public to the decision makers. ShoutBack voice provides the public with the means to influence the decision makers on a more regular basis than the official elections could possibly facilitate. In our view, this is a small step towards the big idea of direct democracy.

Try It

To dig into the technology behind the scenes, play with our demo

ShoutBack Voice

ShoutBack Voice is an online newspaper mockup showing how ShoutBack analyses news content, extracts votable concepts, ranks them by their importance and provides the user with an intuitive interface to express their opinion.

ShoutBack Pulse

ShoutBack Pulse is an opinion mining tool. The gathered votes from different news articles, comprise a live big data opinion poll on various topics. ShoutBack Pulse allows for real-time analysis and data mining of readers’ opinions.