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Newsbrands and social media


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Readers say newsbrands are trustworthy, relevant to them and make them feel involved, particularly when the experience of print and online is combined

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Newsbrands and social media

  1. 1. Social Deep Dive
  2. 2. @Telegraph@MailOnline @guardian @DailyMirror@Independent @EveningStandard@thetimes @MetroUK
  3. 3. It’s not just trivia, lists and snippets… 33% World news 12% Current Affairs 21% UK news 8% Science 3% Gallery 14% Showbiz Source: Newswhip Jan ‘16 – Sep ‘16 3% Humour 2% Culture
  4. 4. 555m interactions 86.7m interactions 6.2m interactions 3m interactions UK newsbrands have driven 651 million social media interactions so far in 2016 Source: Newswhip Jan ‘16 – Sep ‘16
  5. 5. 84,298 69,091 73,944 60,192 65,804 72,418 75,272 75,767 74,309 Social media interactions (000) Source: Newswhip Jan ‘16 – Sep ‘16
  6. 6. 84,298 69,091 73,944 60,192 65,804 72,418 75,272 75,767 74,309 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Newsbrands Buzzfeed Upworthy BBC Huffington Post UK newsbrands have more interactions than Buzzfeed or the BBC Social Media Interactions (000) Source: Newswhip Jan ‘16 – Sep ‘16
  7. 7. Brand Facebook Likes Twitter Followers The Times 551,747 854,000 The Guardian 6,386,000 5,910,000 The Sun 2,412,000 1,190,000 Daily Mirror 2,270,000 808,000 Daily Mail 6,006,000 1,970,000 London Evening Standard 676,000 407,000 The Daily Telegraph 3,659,000 1,850,000 The Independent 4,966,000 2,020,000 i 247,040 831,000 Metro 1,360,000 248,000 Our stakeholders
  8. 8. UK newsbrands and Facebook
  9. 9. 29% 14% 7% 3% 3% 0% 5% 10% 15% 20% 25% 30% 35% Facebook Twitter YouTube Google+ WhatsApp Source: Reuters Institute for the Study of Journalism - Digital News Report 2015 Facebook is the leading social networks used weekly for news in the UK
  10. 10. 89% 84% 77% 85% 85% 85% 86% 88% 88% 10% 14% 22% 13% 13% 13% 13% 11% 11% Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Facebook Twitter LinkedIn/Pinterest Facebook is the most popular social media brand for UK newsbrands Social Media Interactions (000) Source: Newswhip Jan ‘16 – Sep ‘16
  11. 11. 9% 9% 15% 17% 20% 17% 13% 6 am to 12pm 12pm to 2pm 2pm to 4pm 4pm to 6pm 6pm to 8pm 8pm to 10pm 10pm to 6am The most shared stories were published between 4pm and 10pm What’s the best time to post a story on Facebook? % of Top stories shared at this time Source: Newswhip Blog
  12. 12. Examples of some stories popular on Facebook Total number of facebook interactions 882k 460k 302k 249k 236k 249k Source: Newswhip Jan ‘16 – Sep ‘16
  13. 13. “ I think I first saw the Guardian on Facebook. Friends just started posting links to articles. I found myself clicking on them. After a while I liked the page and began reading more. Then when I started getting the train regularly I found myself buying the paper for the journey Camille, 23 Source: Newsworks, Generation News 2015 Developing newsbrand reading habits
  14. 14. Developing newsbrand reading habits “ 73% of Millennials say they that: If I hear about an interesting news story on social media I’ll go to my preferred newspaper website to get more info Source: Newsworks, Generation News 2015
  15. 15. UK newsbrands and Twitter
  16. 16. 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 UK newsbrands BBC Buzzfeed Huffington Post (UK) UK newsbrand Twitter shares Deaths of David Bowie & Alan Rickman Source: Newswhip Jan ‘16 – Sep ‘16
  17. 17. Examples of some stories popular on Twitter Total number of twitter interactions 57k 33k 71k 13k 14k 6k Source: Newswhip Jan ‘16 – Sep ‘16
  18. 18. UK newsbrand are often conversation catalysts on Twitter Following The Mail on Sunday's publication of an extract from Lord Ashcroft's unathorised biography of David Cameron 'Call me Dave', #Hameron #Oink and #piggate were trending on Twitter.
  19. 19. UK newsbrand are often conversation catalysts on Twitter A Twitter account @Cameron’s Pig was created within minutes and gained over 15,000 followers within 24 hours..…
  20. 20. Twitter adds four core benefits as a new platform for users Gossip/Banter I want to relax and enjoy myself Twitter has a unique humorous side to news stories. It’s a backstage pass into the lives of celebrities and allows me to be part of the gossip. Knowledge I want to be the first to know Twitter gives me instant access to the news and is where news stories tend to break first. It’s the best place to follow news stories as they develop during the day. Community I want to find out about things I care about Twitter gives me the chance to engage with stories relevant to me with a community of like-minded people. Discovering people with shared interests I wouldn’t otherwise meet through shared news interests. Opinion I want to know what people think Twitter is a way of discovering different points of opinion and commentary on news stories. More personal opinions of celebrities/writers. Interaction with the news on Twitter Source: Newsworks, #NewsOnTheTweet 2014
  21. 21. Twitter adds four core benefits as a new platform for users Gossip/Banter Witty and celebrity columnists Newsbrands are responsible for some of the most popular individual tweeters. Individual journalists are key contributors to the humour content on Twitter. Knowledge Trusted instant updates Newsbrand handles provide legitimacy and authority when news is breaking on Twitter. They also provide journalists that offer quicker, more accurate instant updates on stories as they happen. Community An opportunity to connect with like-minded content and people Through their sub-section handles and the overarching strength of newsbrand identities newsbrands offer users the opportunity to discover more content that is relevant to them and engage with other people through these communities. Opinion Honest and expert opinions and debate Newsbrands offer expert opinion pieces and the individual journalists offer honest and frank opinions as well as engaging with followers. Interaction with the news on Twitter Source: Newsworks, #NewsOnTheTweet 2014
  22. 22. The whole is stronger than the sum of the parts Newspaper brands provide an authoritative viewpoint and offer verified news in a user generated content world. Twitter helps newspaper brands to become part of breaking news in people’s minds through instant updates Newspaper brands provide detailed analysis behind 140 character Tweets Twitter provides opportunities for users to engage with newspaper brands that they wouldn’t normally read in other formats. Newspaper brands offer content and recognisable brands that can bring people together through shared interests Twitter enables newspaper readers to connect with newsbrands and content in a more direct dialogue Source: Newsworks, #NewsOnTheTweet 2014
  23. 23. Newsbrands are also big content providers for LinkedIn and Pinterest Social Media Interactions (000) 0 100 200 300 400 500 600 700 800 900 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 LinkedIn Pinterest Source: Newswhip Jan ‘16 – Sep ‘16
  24. 24. Summary UK newsbrands have driven 651 million social media interactions in 2016 Massive shared audiences on a daily basis Facebook sharing is increasing UK newsbrand audiences, this is vital to social media velocity Wide range of stories to tap into for advertisers NEWS
  25. 25. Methodology What Are NewsWhip’s Social Rankings? Each month, NewsWhip publishes lists of the top social publishers of the previous month, covering Twitter, Facebook and sometimes LinkedIn and Pinterest.The rankings are based on the number of shares, tweets, comments and other interactions accrued to content published by each site in the relevant month. What content is covered? For Facebook, NewsWhip combines the total number of likes, shares and comments on content published during that month alone. For Facebook, if someone on a site uses an on-site share button to share an article to their timeline, that action counts as one share. If someone copy-pastes the link directly to Facebook, that share will count in the exact same way. The rankings have nothing to do with the number of people who ‘like’ a publication’s Facebook page that month, although that may have some effect on how engaged the audience is with the content. A publisher with many “likes” has better audience access and may have access needed to drive more activity around their content. For Twitter, NewsWhip counts the total number of tweets that include links to each publisher’s articles (that includes re-tweets) from that month. Twitter favourites are not currently included. For all sites, the figures relate solely to content published during the month in question alone. Older content that continued going viral, or archived material posted without a new URL is not taken into account. Where does the data come from? All the data comes from Spike, which monitors about 50,000 publications in 12 languages, categorising content from each one by country, topic and publisher, and gathering data on topics, authors, and videos associated with each story. Spike tracks the speed at which each story spreads on Facebook and Twitter.