On the heals of mediabistro's UGCX conference, we joined AgencySpy editor Matt Van Hoven on today's podcast. Our guest: Jessica Amason, viral marketing editor at BuzzFeed and co-creator of "This is Why You're Fat" - a Tumblr blog turned book deal. Amason's job at BuzzFeed is to marry editorial content and marketing. In other words, figure out how to make some money from user generated content.

Amason spoke about BuzzFeed's analytics reports, where clients can see everything that's happening with their content - what keywords are hitting, which social media technology is most used to spread it, who is reading/watching. "Each of those elements points to how and why something is spreading," said Amason. "And I think that those are key [data] that advertisers don't really have."

Also discussed: Times earnings report; Google music; and a social media strategy recap from Forrester Research's presentation at UGCX. You can listen to all the past podcasts archived at mediabistro.com or download episodes for free on iTunes.