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2015 Edelman Media Forecast

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The 2015 Edelman Media Forecast: Storytelling in the Age of Social News Consumption took a deep dive into what ingredients made news stories social in 2014 across general news and five key industry sectors to better understand how our media strategies must adapt, in partnership with NewsWhip and Muck Rack.

For more information, visit: http://www.edelman.com/2015-edelman-media-forecast/

Published in: Business

2015 Edelman Media Forecast

  1. 1. 2015 EDELMAN MEDIA FORECAST Storytelling in the Age of Social News Consumption
  2. 2. 2 HOW SOCIAL NEWS CONSUMPTION WILL IMPACT STORYTELLING IN 2015
  3. 3. STUDY APPROACH 3 Edelman partner NewsWhip used Insights, an analytics platform with details on every story published since January 1, 2014 - over 100 million stories Edelman Berland leveraged those key themes to craft and field an informed journalist, online survey to 251 respondents via credible third-party journalist database, Muck Rack, to validate Edelman Media Network created suggestions for takeaways for media strategies in 2015 Insights contains all social sharing data (Facebook, Twitter, Pinterest and LinkedIn), metadata, and authorship information for each story.
  4. 4. KEY INSIGHTS FROM NEWSWHIP DATA 4 Facebook dominates all other social platform interactions Non-legacy media publishers make up the majority of the most-engaged sites on Facebook Four percent of the most shared articles originated from UK publishers Top Sources: Huffington Post, Buzz Feed, Mashable, PlayBuzz
  5. 5. KEY INSIGHTS FROM NEWSWHIP DATA 5 The Huffington Post featured more video than any other news site; emerged as top shared news outlet on Facebook overall BBC, New York Times and Mashable posted the most amount of shares on Twitter Forbes, New York Times and Business Insider posted the most amount of shares on LinkedIn
  6. 6. KEY FINDINGS BY SECTOR Tech Health Finance Food & Bev Energy Nearly 50% of technology articles included quotes, most often commentary from company spokespeople, academics, and tech experts. Articles focused on health were often substantial in length, as journalists incorporated quotes from medical professionals and research studies into reports. Top stories in the health sector featured the highest number of stock photos, which appeared most often in articles discussing mental health, psychology, and human behavior. Only 24% of financial articles were short, as most contained detailed facts or figures. Data presented was typically backed up with sources, with 73% of articles containing quotes. Huffington Post emerged as a key outlet, with nearly half (24 out of the top 50) of the top stories appearing on the site. BuzzFeed also appeared prominently, posting 18 of the top 50 articles. Nearly one third of articles (16 or 32%) were lists, often composed of recipes or restaurant recommendations. Articles focused on energy were typically long and detailed, with 83% containing 3rd party quotes, including policy makers and academics.
  7. 7. HOW JOURNALISTS SHARE NEWS ON SOCIAL MEDIA Survey Results 7
  8. 8. OBJECTIVES & METHODOLOGY 8 SURVEY FACTS HOW MANY US Media n = 251 WHEN Data collection occurred between 11/22 - 12/12 2014 HOW Online Survey ACCURACY Margin of error +/- 6.19% at 95% confidence level
  9. 9. 3 OUT OF 4 JOURNALISTS ARE FEELING MORE PRESSURE NOW TO SHARE ON SOCIAL 9 Compared with the past, are you feeling more pressure now to think about your story’s potential to get shared on social platforms (including your news organization’s platforms)? 76%of journalists
  10. 10. THE INGREDIENTS FOR “SHAREABLE” CONTENT INCLUDE… 66% 48% 33% 33% 25% 22% 16% 9% 3% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Contains an image(s) Subject could easily be connected to a bigger picture story already trending Easily localized/made relevant to your target audience Contains a video(s) Brevity (easily condensed to bite-sized form) Data / Numbers in the headline Potential to be framed in "listicle" form Quote(s) from an academic or industry expert Quote(s) from a 3rd party Quotes(s) from a company spokesperson Quotes(s) from a blogger Which elements do you think are the most important to making your story more ‘shareable?' (Please select all that apply.) 10 82%
  11. 11. JOURNALISTS ARE BUILDING THEIR OWN BRANDS ON SOCIAL 11 In general, what social platform do you use the most in your profession? What social platform do you use the most for building your own brand? On average, how often do you check Twitter? Most used for my profession Most used to build my own brand 86%check Twitter several times a day “Social media platforms, with a particular emphasis on Facebook and Twitter, will be a big part of growing my own and my site's audience. 78% 75% 18% 16% 2% 3%
  12. 12. ORIGINAL, COMPANY-PROVIDED, VIDEO IS THE MOST DESIRED On average, what do you look for when including video in your story? 74% original video created by your company / site 14% consumer generated videos 13% a courtesy video from a third party 3% a corporate / branded video 2% a stock video from a subscription service 12
  13. 13. 13 Journalists see five key trends impacting their profession this year: more mobile friendly content, faster turnaround times, more original video, smaller newsroom staff and social media growing in influence
  14. 14. 14 STORYTELLING TAKEAWAYS
  15. 15. 15 CRAFT AN INHERENTLY SHARABLE STORY
  16. 16. 16 DEEPEN RELATIONSHIPS WITH JOURNALISTS
  17. 17. 17 HELP NEWS ORGANIZATIONS CREATE ORIGINAL CONTENT
  18. 18. 18 SEE WHAT’S OVER THE HORIZON
  19. 19. CONTACT Mark Rogers mark.rogers@edelmanberland.com CONTACT Katie Scrivano Katie.Scrivano@edelman.com OR Steve Rubel Steve.Rubel@edelman.com for more information

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