Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
2Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
1.0 Introduction.......................................
3Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
1.0 Introduction
1.1 How Social Changed the Newspape...
4Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
1.2 Aim & Methodology
In 2013, NewsWorks conducted a...
5Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
2.0 A Primer on the
Newspaper Industry
2.1 Share of ...
6Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
Focusing on the owner activity reveals that newspape...
7Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
INDEX-POINT RANKING
The	
  Independent	
   89.84	
  ...
8Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
The social media index provides some context for the...
9Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
The above table compares the average circulation num...
10Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
3.0 Brand Behavior
How newspaper brands interact wi...
11Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
Share of voice is generally tied to the volume of a...
12Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
Breaking owned and earned content down by brand, it...
13Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
conversation and engagement while retweets are used...
14Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
brands communicate alongside their followers, their...
15Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
NEW
SPA
PER
AVG.
CIRCULAT
ION FOR
JANUARY
2015
THES...
16Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
17Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
3.2.2 Comparing Hours of the Day
Comparing brands’ ...
18Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
3.2.3 Most Successful Day to Tweet
One indication o...
19Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
3.3 Conversation Topics
For the most part, newspape...
20Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
Analyzing the type of responses that each topic eli...
21Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
Assuming that @mentions indicate a more active enga...
22Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
Tabloid papers have a clear focus on “News,” which ...
23Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
Perhaps unsurprisingly, whereas Money, Finance and ...
24Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
Tweeting an average of 176 posts per day, The Guard...
25Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
homepage, providing their audience with further ins...
26Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
4.0 The Audience
Composition
Knowing who their onli...
27Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
interested in contents discussing politics and news...
28Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
4.2 Profession
Artists, Journalists, Students and E...
29Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
content. Namely, Journalists, Executives and Sales/...
30Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
While The Sun, The Daily Mail and The Daily Mirror ...
31Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
5.0 Key Insights for
Newspaper Brands
• The newspap...
32Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
5.1 Summary & Key Insights for The Independent
With...
33Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
6.0 Thank You
We hope this report provides your bus...
34Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
Social Insights on the UK Newspaper Industry
Upcoming SlideShare
Loading in …5
×

0

Share

Download to read offline

Social Insights on the UK Newspaper Industry

Download to read offline

This report compares the different Twitter strategies of newspaper brands, and:

Shows how the strategies affect each audience
Examines and compares the top 10 UK newspaper brands

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all
  • Be the first to like this

Social Insights on the UK Newspaper Industry

  1. 1. 2Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com 1.0 Introduction..........................................................................................................................................3 1.1 How Social Changed the Newspaper Industry .....................................................................3 1.2 Aim & Methodology............................................................................................................4 2.0 A Primer on the Newspaper Industry........................................................................................5 2.1 Share of Voice....................................................................................................................5 2.2 The Media Sector Social Index............................................................................................6 2.3 The Shift from Print to Social..............................................................................................8 3.0 Brand Behavior How newspaper brands interact with their audience...................... 10 3.1 Share of Voice by Newspaper Brand .................................................................................10 3.2 Comparing Owned and Earned Activity .............................................................................11 3.2.1 Comparing Days of Week...................................................................................................13 3.2.2 Comparing Hours of the Day .............................................................................................17 3.2.3 Most Successful Day to Tweet..........................................................................................18 3.3 Conversation Topics.........................................................................................................19 3.4 Brand Communication......................................................................................................23 4.0 The Audience Composition......................................................................................................... 26 4.1 Gender .............................................................................................................................26 4.2 Profession........................................................................................................................28 4.3 Interests...........................................................................................................................29 5.0 Key Insights for Newspaper Brands ........................................................................................ 31 5.1 Summary & Key Insights for The Independent...................................................................32 5.2 Summary & Key Insights for The Telegraph ......................................................................32 About Brandwatch..................................................................................................................33 Brandwatch. Now you know. ......................................................................................................33
  2. 2. 3Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com 1.0 Introduction 1.1 How Social Changed the Newspaper Industry The proliferation of online communication affects countless aspects of our daily lives. Rapid and easy communication has reduced the time and effort required to transmit and process new ideas, opinions or stories. For the media sector, that change is monumental. Recent years witnessed an immense shift as online media surpassed print as the preferred source of news. Unsurprisingly, the first choice of online media are often social networks like Twitter and Facebook.1 Although this shift has led to a heavy decline in print circulations, it also offers valuable opportunities for newspaper brands. Newspapers and Twitter for instance complement each other to meet the unique preferences and needs of their audiences. Twitter users cherish the ability to access news in real time. Additionally, Twitter offers the possibility to directly engage with the news source and discuss what’s currently happening with other Twitter users around the world. On the other hand, news organizations provide more context, in-depth analysis, comments and opinions. They also act as an authority and verify new events.2 “We are immersed in news. We want to be the first to know and also to be guided by expert insight and interpretation. The combination of newsbrands and Twitter helps keep us informed and opinionated. ... Twitter and newsbrands are most definitely stronger together.” Rufus Olins, chief executive, Newsworks.3 1 www.huffingtonpost.com/jayson-demers/how-social-media-is-suppo_b_3239076.html, 22.03.2015 2 NewsWorks (2013). #NewsOnTheTweet – How Newsbrands and Twitter work together to turn followers into readers and readers into followers. www.campaignlive.co.uk/news/1283696/newsonthetweet- majority-15m-twitter-users-uk-follow-newspaper/, 22.03.2015 3 www.newsworks.org.uk/media-centre/survey-reveals-symbiotic-relationship-between-twitter-and- newsbrands-, 22.03.20151.2 Aim & Methodology
  3. 3. 4Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com 1.2 Aim & Methodology In 2013, NewsWorks conducted a study investigating the relationship between Twitter and newspapers. The study revealed that Twitter users who follow a newspaper brand are not only more affluent and more likely to purchase online than other Twitter users but are also significantly more influential. Additionally, newspaper followers on Twitter are far more likely to Tweet and Retweet about trending new topics, share their thoughts, and reply to opinions about news on Twitter. They are 60% more likely to visit Twitter on a daily basis and thereby more than twice as likely to post. This means that the group of Twitter users following a newspaper brand are particularly interesting as they are not only very influential, but also active and engaging. The NewsWorks study incited a number of ensuing questions on how newspaper brands engage with the Twitter community and how the community in turn reacts to their engagement. The following study aims to shed light on these questions. To begin, this study selects 10 UK newspaper brands based on their total print and online readership numbers according to the National Readership Survey 2013 . The newspaper brands analyzed are: 1. The Sun 2. The Daily Mail 3. The Metro 4. The Daily Mirror 5. The Guardian 6. The Daily Telegraph 7. The Times 8. The London Evening Standard 9. The Independent 10.The Daily Express In total, 1.2 million UK-based mentions are collected from January 1st, 2015 - February 28th, 2015. This report first examines the media sector as a whole, comparing online activity across newspaper, TV and radio businesses. The report next focuses on the newspaper industry to uncover the way these brands interact with their audience and the way the audience in turn reacts to this engagement. Lastly, the report investigates the newspaper brands’ posting activity in-depth and reveals an overview of the Twitter audience’s demographics.
  4. 4. 5Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com 2.0 A Primer on the Newspaper Industry 2.1 Share of Voice The media sector distinguishes three major industries: newspaper, TV and radio. Comparing the Twitter activity of those three industries, newspapers clearly dominate in Twitter buzz, with 61% of the overall Twitter conversation related to these brands. The remainder of media buzz is evenly distributed, with TV and radio brands triggering about 20% of online buzz.
  5. 5. 6Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com Focusing on the owner activity reveals that newspapers brands post 2.8 times more than the radio industry and 7.4 times more than the TV industry, which only accounts for 9% of posts among media brands. For audience activity, newspaper brands again have the largest share of voice within the media sector. However, the audience buzz surrounding the TV industry impressively increases to 21%, which implies that while TV brands are quite inactive, their audience is actually very responsive. 2.2 The Media Sector Social Index   The following index compares the social media performance of 32 brands across the media sector. The index includes mentions from Twitter, Facebook, Blogs, Forums, News articles and countless other websites. The index assesses a brand’s total online mentions, total social mentions and the interaction between those two totals. The maximum possible score is 100.
  6. 6. 7Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com INDEX-POINT RANKING The  Independent   89.84   1   Capital  FM   87.50   2   BBC  Radio  1   82.81   3   ITV   82.81   4   The  Guardian   77.34   5   The  Telegraph   75.78   6   The  Daily  Mirror   75.00   7   The  Daily  Mail   72.66   8   BBC  One   66.41   9   The  Metro  UK   64.06   10   The  Sun   61.72   11   The  Times   57.81   12   Channel  4   57.81   13   KISS  FM   56.25   14   BBC  Radio  5   56.25   15   BBC  Radio  2   53.13   16   BBC  three   52.34   17   BBC  Two   47.66   18   Channel  5   42.97   19   Classic  FM   42.19   20   ITV2   42.19   21   Heart  Radio   38.28   22   BBC  Radio  3   35.16   23   Magic  Radio   32.03   24   ITV4   32.03   25   Daily  Express   31.25   26   Smooth  Radio   30.47   27   E4   27.34   28   5*   25.78   29   More  4   20.31   30   The  London  Evening  Standard   17.19   31   ITV3   15.63   32  
  7. 7. 8Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com The social media index provides some context for the exceptional share of voice that the newspaper industry maintains. Newspaper brands constitute six of the top ten performers in the index. Of these brands, The Independent is a clear leader. The scores for The Guardian, The Telegraph, The Daily Mirror and The Daily Mail, which rank 5-8, are all comparable. The Metro, The Sun and The Times comprise a third grouping, while The Daily Express and The London Evening Standard trail them distantly. The index allows brands to easily benchmark against their competitors to understand both where they rank, and how far they’ll need to go to rank higher. While BBC Radio 1’s performance is on par with ITV’s, Capital FM, which ranks only one position ahead of BBC Radio 1, scores far better than both. 2.3 The Shift from Print to Social NEWSPAPER AVG. CIRCULATION FOR JAN 2015 SHARE OF CIRCULATION TWITTER FOLLOWERS* SHARE OF TWITTER FOLLOWERS FACEBOOK LIKES* SHARE OF FACEBOOK LIKES The  Sun   1,978,702   23.53%   706,440   8.89%   1,781,731   10.41   The  Daily  Mail   1,688,727   20.09%   879,536   11.07%   2,503,744   14.63%   The  Metro   1,346,864   16.02%   182.259   2.29%   1,008,369   5.89%   The  Daily  Mirror   992,235   11.80%   324,049   4.08%   1,452,794   8.49%   The    London   Evening   Standard   805,309   9.58%   28,212   0.36%   340,430   1.99%   The  Telegraph   494,675   5.88%   859,349   10.82%   2,126,659   12.43%   The  Daily   Express   457,914   5.45%   209,185   2.63%   290,140   1.70%   The  Times   396,621   4.72%   371,218   4.67%   328,875   1.92%   The  Guardian   185,429   2.21%   3,316,311   41.75%   4,304,832   25.16%   The   Independent   61,338   0.73%   1,066,117   13.42%   2,973,264   17.38%   • http://en.wikipedia.org/wiki/list_of_newspapers_in_the_United_kingdom_by _circulation • per 28.02.2015
  8. 8. 9Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com The above table compares the average circulation numbers of newspaper brands against the amount of Twitter followers and Facebook page likes. Surprisingly, the brands having the highest print circulation are not the ones with the highest number of Twitter followers or Facebook likes. While The Sun is the biggest UK newspaper in terms of circulation, its Twitter and Facebook presence is relatively weak. The Sun’s low social performance may be due to the fact that their online content is paywalled. While The Sun is actively posting news including links to their online articles, it is not able to provide its audience with more context, in-depth analysis, or commentary on the events, as only snippets of the articles are available for free. That additional context and information is a large part of the value users get in following newspaper brands on social media – without it, there is less of an incentive to follow these brands. On the other hand, brands like The Guardian or The Independent are able to reach a far bigger audience via Twitter than offline. The Guardian’s online following on Twitter and Facebook is 40 times their print circulation in January. For The Independent, their combined online following is over 65 times greater than the month’s circulation. However, many brands fail to take full advantage of the potential online readership. The London Evening Standard’s combined following is less than half of their circulation, their Twitter following specifically being 30 times smaller. These insights are particularly meaningful as readers are increasingly consuming their news via internet rather than traditional print. Twitter not only offers newspaper brands the ability to engage and build their community, but it is also a very important source to guide traffic to newspaper brands’ online sites. This additional traffic translates to more regular and loyal online readers, which is the foundation to successfully manage the inevitable shift from print to online as the main source of revenues.
  9. 9. 10Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com 3.0 Brand Behavior How newspaper brands interact with their audience 3.1 Share of Voice by Newspaper Brand A newspaper brand’s total Twitter share of voice is a very insightful metric as it indicates how many users they can reach and how influential their Twitter voice is.
  10. 10. 11Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com Share of voice is generally tied to the volume of a brand’s Twitter following. As such, The Telegraph, The Independent and The Guardian are unsurprising leaders in share of voice within the newspaper industry. However, while The Guardian has nearly 4 times more Twitter followers, The Telegraph triggers the greatest amount of Twitter buzz. The Telegraph’s exceptional share of voice is not due to the paper tweeting particularly often but is rather the results of a very engaged audience. While The Guardian posts about 2.7 times as much content as The Telegraph, The Telegraph’s audience is 1.2 times more active. 3.2 Comparing Owned and Earned Activity Comparing earned audience activity against their owned content reveals how successful brands are at generating conversation through their content. In the newspaper industry, the audience is highly engaged and maintains approximately 95% of the overall conversation surrounding the ten newspaper brands analyzed.
  11. 11. 12Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com Breaking owned and earned content down by brand, it’s easy to identify which brands are especially successful at generating chatter from their content. While The Independent is responsible for 25% of all owned Twitter activity, only about 18% of all audience posts are related to their brand. This suggests that their audience is relatively less engaged with their content. In contrast, while The Telegraph’s share of owned Twitter activity is about 7%, their audience activity is about 20% of the overall audience buzz, the highest share of all brands. This indicates that The Telegraph is especially successful in stimulating audience activity. The same is true for The Daily Mail. The Guardian maintains an even share of about 16.5% of both owned and earned activity, the third highest in both categories. However, it’s important to acknowledge that audience activity comes in two formats: direct @mentions toward brands and retweets. Typically, @mentions indicate an active
  12. 12. 13Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com conversation and engagement while retweets are used to simply disseminate a brand’s content. Comparing these formats across newspaper brands reveals that The Telegraph not only triggers the greatest volume of audience activity, but that they also generate the most @mentions specifically. This implies that The Telegraph’s audience is more actively discussing and engaging with the newspaper rather than passively tweeting its content. The Daily Mail, also attracts far more @mentions than retweets, again suggesting that their audience is more active than that of The Independent, which has the highest ratio of retweets to @mentions. 3.2.1 Comparing Days of Week For brands to best meet the needs and preferences of their online community, it’s important that their social accounts are active at the same time as their audience. When
  13. 13. 14Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com brands communicate alongside their followers, their tweets find more readers and their audiences are more likely to respond. An analysis of the brand and audience’s average daily activity reveals that the industry’s activity generally matches their audiences. However, as is often the case, brands’ weekend activity declines against a constantly active consumer on the weekend. That disparity suggests that brands are missing an opportunity to engage with their audience’s needs and interests come Saturday and Sunday. Breaking the average daily activity down by brand exposes how successful each newspaper brand is at providing consistent content with their audience.
  14. 14. 15Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com NEW SPA PER AVG. CIRCULAT ION FOR JANUARY 2015 THESUN THEDAILY MAIL THEMETRO THEDAILY MIROR THE GUARDIAN THE TELEGRAPH THETIMES THELONDON EVENING STANDARD THE INDEPENDANT THEDAILY EXPRESS MON   AUDIENCE   11.77   13.75   11.31   14.79   12.76   14.12   13.62   15.65   12.79   15.74   BRAND   12.55   15.54   10.20   14.82   13.33   13.47   13.74   21.25   14.87   17.77   TUES   AUDIENCE   14.99   13.75   16.29   13.35   14.02   16.18   15.49   18.73   13.75   16.41   BRAND   14.48   14.01   15.52   15.93   14.92   15.51   15.44   22.07   15.26   16.85   WED   AUDIENCE   16.64   13.60   14.81   13.40   13.74   13.86   14.18   16.18   13.34   15.42   BRAND   14.84   15.70   15.31   15.77   14.66   14.03   14.83   16.62   13.57   16.02   THUR   AUDIENCE   18.78   14.77   18.67   15.03   15.02   15.15   20.11   18.90   13.86   16.30   BRAND   15.93   16.84   17.98   17.57   15.78   16.67   18.32   21.25   15.20   17.77   FRI     AUDIENCE   12.44   15.55   15.77   15.20   15.97   15.55   14.16   20.55   17.27   15.04   BRAND   15.24   17.57   17.87   16.49   18.15   16.81   17.14   18.80   19.01   16.44   SAT   AUDIENCE   12.01   14.72   13.31   15.53   15.74   13.07   16.23   6.48   15.55   11.63   BRAND   14.18   11.59   14.94   11.04   13.29   12.17   15.06   0.00   12.18   7.76   SUN   AUDIENCE   13.36   13.85   9.84   12.70   12.75   12.08   6.22   3.52   13.44   9.45   BRAND   12.77   8.75   8.17   8.39   9.87   11.33   5.47   0.00   9.90   7.38   While The Telegraph’s activity matches with its audience’s quite well throughout the week, The Guardian’s activity experiences a sharp disparity with its audience on the weekend. As Saturday is The Guardian’s audience’s second most active day, it’s clear that the newspaper is missing a strong opportunity to leverage that interest over the weekend.
  15. 15. 16Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com
  16. 16. 17Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com 3.2.2 Comparing Hours of the Day Comparing brands’ average hourly activity against their audiences demonstrates how effective brands are at communicating in a more granular sense. Overall, the newspaper industry effectively matches their activity alongside their audiences. Conversation for both groups peaks between 8am and 1pm, tapering off throughout the night. However, focusing on The Telegraph and The Guardian again shows how such activity patterns differ for certain brands and audiences. While The Guardian mainly interacts with its audience between approximately 9 am and 1 pm, The Telegraph stays pretty much active during the whole day. The two graphics show evenly the audiences mirror the activity levels of the newspaper brands. Still, in order to fully take advantage of the opportunity Twitter offers in providing additional context and insights to news as they happen, newspaper brands will need to find ways to schedule content and remain active outside usual office hours.
  17. 17. 18Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com 3.2.3 Most Successful Day to Tweet One indication of a tweet’s performance is how often it is retweeted by the audience – the more often a post is retweeted, the more likely it is that Twitter users will potentially see it. For these newspaper brands, approximately 97% of the tweets posted are retweeted at least once. Analyzing the percentage of low, medium and high performing tweets over time further exposes weekly patterns in the way audiences engage with brands. On average, weekend tweets are far more likely to be retweeted more than 50 times. However, newspaper brands are least active on Saturdays and Sundays. Again, this underlines the opportunity newspaper brands are missing by cutting back their activity levels on weekends.
  18. 18. 19Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com 3.3 Conversation Topics For the most part, newspaper brands and their audiences discuss new events going on in the world. On Twitter, conversations around the topic “News” are distantly followed by chatter regarding politics and general entertainment. Lastly, topics related to culture and arts are being discussed the least frequently. Evaluating the major topics of conversation across newspaper brands demonstrates how the interests of each audience differs by publication. The main focus of discussions around The Independent is clearly “News” followed by “Entertainment” and “Politics”. For The Telegraph, its audience mainly discusses the topic “News”, distantly followed by “Politics” and “Money/Finance/Business.” Twitter activity around The Guardian is more diversified, with “Lifestyle/Environment/Travel”, “News” and “Politics” as key topics. These insights help brands identify which content specifically best resonates with their social audiences.
  19. 19. 20Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com Analyzing the type of responses that each topic elicits shows that the audience is mainly retweeting content around the topics “Entertainment” and “News.” However, the topics “Money/Finance/Business” and “Politics” are more actively discussed using @mentions.
  20. 20. 21Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com Assuming that @mentions indicate a more active engagement, brands can better understand their performance by breaking down the conversation this way. Indeed, as The Telegraph is a leader in the “Money/Finance/Business” topic on social, this may help explain why the publication receives the most @mentions and performs so well on social. Comparing Broadsheet papers with Tabloid papers makes the diversity of content focuses even more apparent.
  21. 21. 22Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com Tabloid papers have a clear focus on “News,” which constitutes over 50% of their conversation, as well as “Entertainment,” which covers an additional 20% of chatter. For Broadsheet papers their conversation is also mainly centered around “News,” with “Politics” and “Lifestyle/Entertainment/Travel” following distantly. However, whereas topics “Money/Finance/Business” and “Culture/Art” are virtually undiscussed in Tabloid papers, they comprise a fair amount of Broadsheet papers’ chatter. Analyzing how the average share of voice for each topic changes over the course of a week provides an even more granular understanding of newspaper brands’ audiences. Whereas most topics tend to be discussed less frequently over the weekends, interestingly Politics reaches its second highest share on Sunday. Conversely, conversations related to Culture and Arts experience a slight drop in volume on Wednesdays.
  22. 22. 23Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com Perhaps unsurprisingly, whereas Money, Finance and Business tends to be discussed more at the beginning of the week, Sports is more common on Fridays and Saturdays. While News peaks on Thursday, its conversation is relatively constant throughout the week. 3.4 Brand Communication A newspaper’s online personality and image is largely defined by the way it communicates with its audiences through social media. Examining the format of Twitter posts can reveal the way these brands communicate information to their readers. Essentially, their Twitter activity can be divided into three different types: posts, retweets and replies. Each format requires a varying degree of involvement. For example, replying to audience Tweets demands more direct effort and personalized messaging than a retweet or regular post.
  23. 23. 24Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com Tweeting an average of 176 posts per day, The Guardian shares the most content with its audience, closely followed by The Independent, which posts 173 times per day. However, while The Guardian very rarely replies or retweets and its interactions are really limited to unidirectional posts, The Independent retweets around 98 times per day. With neither The Guardian nor The Independent actively replying to their audience, The Sun leads in replies, averaging around 2.88 per day. Each brand’s unique online behaviors represent their individual social strategies. While more active and responsive accounts will almost always generate more traffic and conversation, the ideal balance of communication formats may differ across brands. Still, understanding a competitor’s approach and how well that strategy resonates with an audience allows brands to hone in on their own format. Looking at newspaper accounts’ posts reveals that 99.63% of them include at least one link leading to an article or picture. This indicates that newspaper brands are actively taking advantage of the opportunity to redirect their Twitter audience to their own
  24. 24. 25Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com homepage, providing their audience with further insights and generating traffic on their websites.
  25. 25. 26Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com 4.0 The Audience Composition Knowing who their online readers are, newspaper brands can either target their content toward a prominent demographic or uncover ways of activating an underdeveloped audience. 4.1 Gender For these newspaper brands, an average of around 58% of their audience is male. Conversations around The Metro, The London Evening Standard and The Guardian is propelled by a relatively more female audience than is the chatter surrounding The Times, The Daily Express and The Telegraph. In this analysis, male Twitter users are more active in engaging with the brands and are posting more @mentions than female Twitter users on average. These men are mainly
  26. 26. 27Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com interested in contents discussing politics and news. For female Twitter users, politics was not a main topic. Breaking down topics by gender, “Charlie Hebdo” and “Muslims” were among the most common for women. Muslims were seen as a mainly negative topic, whereas Charlie Hebdo conversations included both very positive and very negative connotations – the negative ones higher in volume. Men seemed to be especially unsatisfied with the NHS whereas the BBC was a mainly positive topic.
  27. 27. 28Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com 4.2 Profession Artists, Journalists, Students and Executives are among the professions that engage the most with newspaper brands on Twitter. While The Metro communicates with the highest percentage of Artists, The Evening Standard, The Times and The Daily Mail all lean toward Executives. Additionally, The Times and The Daily Express favor Journalists more than other newspaper brands. The most actively engaged profession, Journalists are an important audience for newspaper brands. Whereas Students, who typically retweet rather than using @mentions, constitute the strongest focus for The Independent, they contribute to only a small percentage of The Evening Standard and The Times conversation. Also, The Guardian maintains a strong focus on Teachers/Lecturers whereas The Daily Mirror leans toward Politicians. Comparing engagement toward brands with paywalled content (The Sun and The Times) against brands that offer free content reveals how receptive certain groups are to paid
  28. 28. 29Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com content. Namely, Journalists, Executives and Sales/Marketing/PR professionals favor paywalled sites while Scientists/Researchers, Teachers/Lecturers and Artists lean toward free content. Interestingly Students and Politicians have no clear bias. Separating engagement across newspaper types shows the which content certain professions prefer. Evidently, Scientists/Researchers, Students and Teachers/Lecturers mainly engage with Broadsheet papers whereas the other professions prefer Tabloid brands or are rather indifferent. 4.3 Interests Segmenting newspaper conversations into interest groups provides further insight on these brands’ public image and the audiences they attract. Collectively, the leading interests of Twitter users talking about newspaper brands online include sports, books, family & parenting and music.
  29. 29. 30Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com While The Sun, The Daily Mail and The Daily Mirror maintain a high proportion of Twitter users interested in family & parenting, The Evening Standard maintain the lowest. In sports, The Sun, The Metro UK and The Daily Mirror have a stronger proportion of conversation than The Guardian or The Times, both of which are favored by those interested in books. The Metro, The Sun and The Independent audiences favor music more than other newspaper brands. On average, Twitter users interested in family & parenting are more engage with newspaper brands more often than those interested in sports, books or music. Interestingly, users interested in sports are significantly more likely to retweet newspaper content than any other interest group. Understanding how conversation is divided by interest group or profession and how each interest group communicates, newspaper brands are better equipped to plan content strategies that can effectively resonate with their audiences. Furthermore, they can compare their tendencies and biases against competitors to better understand their position within the larger market.
  30. 30. 31Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com 5.0 Key Insights for Newspaper Brands • The newspaper industry (61%) maintains a larger share of voice on Twitter than Television (20%) and Radio (19%) industries. • Newspapers with the highest circulation are not the leaders in Twitter followers. As younger audiences increasingly turn to online news, that may be a concern for brands favoring physical print. • On Twitter, audience activity consists of about 60% @mentions, a sign of more active conversations, and 40% retweets, which represents a more passive way of disseminating content. • While the activity of newspaper brands generally matches that of its audience during the week, brands do not effectively communicate alongside their audience on the weekends. Tweets on the weekend are relatively more likely to be tweeted over 50 times. • News is the main topic for these brands, distantly followed by Entertainment and Lifestyle. Culture and Art is the least discussed topic. • The Audience is more likely to retweet topics around Entertainment and News, whereas Money/Finance/Business and Politics are more actively discussed using @mentions. • While News is a consistently popular topic throughout the week, other topics tend to peak at varying days: Politics on Tuesday and Sunday, Money/Finance/Business on Monday and Tuesday, and Sports on Friday and Saturday. • Newspapers generally communicate with their audience by sharing original content, with 82% of Twitter activity consisting of posts. Retweets (17.6%) are far more common than replies (0.4%), indicating brands’ tendency for unidirectional communication. • The newspaper brands’ audiences are mainly male (58%), with typical professions including artists, journalists, students and executives and leading interests including sports, family & parenting, music and books.
  31. 31. 32Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com 5.1 Summary & Key Insights for The Independent With a high amount of total Twitter buzz and the best ranking in the social media index, The Independent is a clear leader in its industry. However, relative to its highly active social accounts, its audience is somewhat quiet. The low level of audience activity may be a result of the brand’s propensity to retweet its audience, which generally receives less engagement than regular posts. In fact, retweets consist of 36% of The Independent’s content, which is far higher than the 18% industry average. The Independent’s audience mainly discusses the newspaper through retweets. That behavior may be a result of the conversation’s focus on News and Entertainment topics, which are less often discussed with @mentions than other topics. Also, The Independent’s Twitter audience includes more female users, who tend to directly address newspapers using @mentions less often. Furthermore, the greatest interest among The Independent’s audience is sports, another group that is more likely to retweet than use an @mention to discuss newspaper content. The Independent may consider reallocating its focus from retweeting audience content toward producing more of its own. With an audience that is strongly inclined to retweet rather than @mention their brand, The Independent could dramatically raise their total Twitter buzz by adjusting the balance of retweets and original tweets even slightly toward the latter. 5.2 Summary & Key Insights for The Telegraph Although it is ranked 6th in social media index activity and 4th for Twitter followers, The Telegraph triggers a disproportionately high amount of audience activity, making the brand a close runner up for highest share of voice. The newspaper’s content strategy may contribute to their performance – 88% of their activity consists of original posts, whereas the industry average is around 82%. The Telegraph’s content is consistent, mirroring their audience’s activity far better than most brands. Apart from News, the main topics discussed regarding The Telegraph are Politics and Money/Finance/Business. Users with those interests are more likely to use @mentions; 80% of their Money/Finance/Business discussions are in fact @mentions. The Telegraph’s audience leans toward Journalists and males, which may further explain their exceptionally active audience.
  32. 32. 33Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com 6.0 Thank You We hope this report provides your business with some helpful insights on the capabilities and considerations surrounding UK newspaper brands in social media. Please get in touch if you have any questions on how businesses can further leverage online communication to inform, optimize and facilitate their organization’s operations. About Brandwatch Brandwatch is one of the world’s leading social intelligence companies. Its social media listening and analytics technology platform gathers millions of online conversations every day and provides users with the tools to analyze them, empowering brands and agencies to make smarter, data-driven business decisions. Acquiring social influencer analytics firm PeerIndex in December 2014, Brandwatch continues on its aggressive business trajectory following on its most recent round of venture funding to the tune of $22 million. The Brandwatch platform is used by over 1000 brands and agencies, including Cisco, Whole Foods, Whirlpool, British Airways, Papa John’s, and Dell. Brandwatch. Now you know.
  33. 33. 34Social Insights on the UK Newspaper Industry | © 2015 Brandwatch.com

This report compares the different Twitter strategies of newspaper brands, and: Shows how the strategies affect each audience Examines and compares the top 10 UK newspaper brands

Views

Total views

1,063

On Slideshare

0

From embeds

0

Number of embeds

2

Actions

Downloads

10

Shares

0

Comments

0

Likes

0

×