SlideShare a Scribd company logo
1 of 33
Download to read offline
UK newsbrands hit record highs on social media
@Telegraph@MailOnline
@guardian @DailyMirror@Independent
@EveningStandard
@thetimes
Analysis of data from August 2015
Headlines
• UK newsbrands drove 605.3 million social
media actions* so far, during the year 2015
• Facebook: 398.1.2 million article likes, 94 million
comments, 64.8 million shares
• 42.8 million Twitter shares
• 3.6m LinkedIn shares
• 2.2m pins on Pinterest
• 25% increase in monthly social media
interactions from January – August 2015
*Direct activity from newsbrand URL. Excludes likes etc for newsbrand Facebook pages, Twitter
following, favourites & re-tweets. Global data.
Global social media interactions* from UK
newsbrand articles have grown by 92% year on
year
41,729
48,041
56,757
50,592
46,015
64,447
56,037
71,021
67,608
82,393
86,939
96,481
80,324
Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15
000s social media interactions
Source: Newswhip
UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk,
metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014)
*Facebook likes, shares & comments; Twitter, LinkedIn and Pinterest shares
Newbrands have more social media interactions than
Buzzfeed
41,728
80,324
27,964
34,203
7,836 5,894
7,836
21,979
2,204
2,075
Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15
000s social media interactions
Newsbrands Buzzfeed Upworthy BBC Huffington Post
Source: Newswhip
UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk,
metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014)
UK newsbrand article shares experienced steady
growth throughout the year
8,094
8,641
10,638
7,656
7,162
9,104 9,000
9,350
9,800 10,114
11,034
11,738
10,525
4,271 4,377
4,796 4,722
3,998
5,657
5,034
5,594
5,169
5,531
5,190 5,402 5,187
Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15
000s shares
Facebook Twitter Estimated data
Source: Newswhip
*UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk,
metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014)
***
*
Facebook and UK newsbrands
Facebook is the most important social media
brand for newsbrands
Source: Newswhip
UK Newsbrands total interactions Jan-Aug 2015: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk,
express.co.uk, standard.co.uk, metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014)
52% 54% 53% 56% 56% 59%
64%
69% 70%
65% 66% 67% 64%
19% 18% 19% 15% 15% 14% 8%
7% 5% 12% 13% 12%
13%
17% 18% 19% 18% 18% 17% 18%
15% 16% 15% 15% 14% 15%
10% 9% 8% 9% 9% 9% 9% 8% 8% 7% 6% 6% 7%
1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1%
Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15
Share of UK newsbrand interactions by social media brand*
Facebook Likes Facebook Shares Facebook Comments Twitter Shares LinkedIn/Pinterest
Total Facebook interactions for UK newsbrands
have doubled over the year
37,071
43,244
51,520
42,592 41,518
58,236
50,437
64,699
61,797
76,085
80,925
90,211
74,354
Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15
000s&
Source: Newswhip
UK Newsbrands Jan-Dec 2014 : dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk,
standard.co.uk, metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014)
…And UK newsbrand articles’ Facebook likes
have also more than doubled in the last year
21,724
25,867
30,268
28,270
26,189
38,038
36,106
49,156 47,518
53,761
57,033
64,868
51,595
7,251 8,735
10,614 9,016 8,188
11,093 10,014 10,833 10,986 12,210 12,857 13,604 12,234
Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15
000s
Facebook likes Facebook comments
Source: Newswhip
UK Newsbrands Jan - Dec 2014 : dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk,
standard.co.uk, metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014)
Daily Mail
152.1m
Daily Mirror
145.5m
New York
Times
121.1m
W/ton
Post
84.4m
USA
Today
68.5m
Total Facebook interactions January - August 2015
Source: Newswhip Jan-Aug 2015
UK has three of the top four biggest English
language newspapers on Facebook
The
Guardian
115.5m
Generally UK newsbrands are less reliant on
Facebook than US providers
Source: Newswhip August 2015
UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk,
metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014)
99.1%
87.8%
76.9%
74.3%
80.6%
70.0%
68.3%
62.5%
55.5%
53.4%
40.0%
70.0%
45.3%
0.9%
12.2%
23.1%
25.7%
19.4%
30.0%
31.7%
37.5%
44.5%
46.6%
60.0%
30.0%
54.7%
upworthy.com
buzzfeed.com
dailymail.co.uk
huffingtonpost.co.uk
metro.co.uk
mirror.co.uk
express.co.uk
standard.co.uk
independent.co.uk
telegraph.co.uk
thetimes.co.uk
theguardian.com
bbc.co.uk
Shares only – Facebook vs Twitter
Facebook shares Twitter shares
• Pure players more reliant on very high numbers
sharing each article, especially Upworthy
• UK newsbrand success more dependent on larger
number of articles being shared
• BUT the most shared UK newsbrands also have
highest ratio of shares to articles
• Optimising number of shares, particularly on
Facebook is key to social media success
UK newsbrands prompt more Facebook interactions than
the BBC, led by MailOnline, Mirror and The Guardian
37,071
43,244
51,520
42,593
41,518
58,236
50,699
64,699 61,797
76,085
80,925
90,211
74,354
5,844
8,657
11,919
9,725 9,662 10,679 10,324
15,698 16,126
20,703 19,742
22,126
18,145
Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15
000s shares, likes & comments
Newsbrands bbc.co.uk theguardian.com dailymail.co.uk mirror.co.uk
Source: Newswhip Jan-Dec 2014
UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk,
metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014)
Some top Facebook stories
August 2015, telegraph.co.uk
1189,263 interactions, 42,953 shares
July 2015, theguardian.co.uk
359,090 interactions, 80,443 shares
July 2015, dailymail.co.uk
250,109 interactions, 44,082 shares
August 2015, independent.co.uk
237,513 interactions, 35,757 shares
June 2015, independent.co.uk
142,247 interactions 39,631 shares
August 2015, mirror.co.uk
126,825 interactions, 42,953 shares
It’s not just trivia, lists and snippets
• Biggest among UK top newsbrand stories, Facebook
August 2015:
• 54 UK and world news, current affairs and comment
• 3 sport
• 10 showbiz
• 4 video/gallery links
• 6 science
• and just 1 list/quiz
The most shared story was
from theguardian.com…
“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
Developing newsbrand readership
habits via Facebook
Source: Generation News 2015
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: Generation News 2015
Developing newsbrand readership
habits via Facebook
Twitter
UK newsbrand Twitter shares similar to BBC
4,271
4,377
4,796 4,722
3,964
5,657
5,034
5,594
5,169
5,531
5,190
5,402 5,187
3,498
3,960
4,212
3,960 3,752
4,563
5,038
5,411
3,605
3,946
3,570
3,947
3,574
865 880 924 861 820 937
1,501
1,079 964 954 1,054
903 833
132 152 142 118 99 140 107 117 109 110 110 134 118
Twitter shares (000s)
UK newsbrands BBC Buzzfeed Huffington Post
UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk,
metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014)
Some top Twitter shares
June 2015, theguardian.com
7,236 shares
July 2015, telegraph.co.uk
49,326 shares
August 2015, dailymail.co.uk
10,755 shares
July 2015, independent.co.uk
11,051 shares
June 2015, independent.co.uk
15,442 shares
August 2015, telegraph.co.uk
8,679 shares
How many follow UK newsbrands
35%
17%
49%
59%
Follow newspaper
brand
Follow newspaper sub-
brand
Follow newspaper
journalist
Any of these
% Twitter users
Source: You Gov January 2014
Base: All UK Twitter Users (1266)
Newsbrands often are Twitter conversation
catalysts
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.
According to it, the British Prime Minister, David Cameron, took part in an
obscene act with a dead pig's head in his young student days, as part of an
initiation ceremony…
A Twitter account @Cameron’s Pig was created within minutes
and gained over 15,000 followers within 24 hours …
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
Twitter adds four core benefits as a news
platform for users…
Source: #NewsOnTheTweet 2014
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
Newsbrands underpin these 4 key benefits
Source: #NewsOnTheTweet 2014
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
The whole is stronger than the sum
of the parts
http://www.newsworks.org.uk/newsonthetweet
For further information see:
Top 10 most shared UK newsbrand stories
each month on Twitter are almost all in top 35
of Facebook shares – usually with higher
interactions on Facebook
But top Facebook stories are not always big
on Twitter:
• timing of story?
• demographics?
• Twitter more biased towards quality sector and serious news
Source: Newswhip Jan - Aug 2015
What’s the best time to post a story on
Facebook?
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
Source: Newswhip blog. Times are GMT. Based on data from MailOnline, BuzzFeed, Huffington Post, Upworthy, The New York Times, Elite Daily,
MTV and Fox News
The most shared stories were
published between 4pm and 10pm.
% of Top 100 stories
shared at this time
Newsbrands are also big content providers for
LinkedIn and Pinterest
266 280
328 332
264
409
367
431
404
440
496
529
508
120
141
112 120
144 145
199
298
238
337 328 340
275
Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15
000s interactions
LinkedIn Pinterest
UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk,
metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014)
@Telegraph
@MailOnline
@guardian @DailyMirror@thetimes
418,420 likes
537,000 followers*
*excluding sub-brands and journalists
@standardnews
445,927 likes
252,000 followers*
4,836,984 likes
4,220,000 followers*
1,808,465 likes
477,000 followers*
@Independent
3,341,844 likes
1,420,000 followers*
2,918,735 likes
1,160,000 followers* 2,586,649 likes
1,220,000 followers*
@TheSunNewspaper
1,882,520 likes
853,000 followers*
Summary and implications
• UK newsbrands drove 605.3 million social media
actions so far, during the year 2015
• Massive shared audiences on a daily basis
• Facebook sharing is increasing audiences to UK
newsbrands and is vital to social media velocity
• Wide range of stories to tap into for advertisers
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.

More Related Content

Viewers also liked

cuestionario de computacion 6 de turismo
cuestionario de computacion 6 de turismocuestionario de computacion 6 de turismo
cuestionario de computacion 6 de turismojusue21993
 
Linkedinemployerbrandplaybook 130326154834-phpapp02
Linkedinemployerbrandplaybook 130326154834-phpapp02Linkedinemployerbrandplaybook 130326154834-phpapp02
Linkedinemployerbrandplaybook 130326154834-phpapp02Nick Goldstein
 
Catedral de huancayo 01
Catedral de huancayo 01Catedral de huancayo 01
Catedral de huancayo 01ronald_23
 
Stop Wasting Your Analytics Budget - edUi 2016
Stop Wasting Your Analytics Budget - edUi 2016Stop Wasting Your Analytics Budget - edUi 2016
Stop Wasting Your Analytics Budget - edUi 2016Mitch Daniels
 
Communicating Budgetary and Economic Information With Style at CBO
Communicating Budgetary and Economic Information With Style at CBOCommunicating Budgetary and Economic Information With Style at CBO
Communicating Budgetary and Economic Information With Style at CBOCongressional Budget Office
 
Sri lanka - Selective Journeys
Sri lanka -  Selective JourneysSri lanka -  Selective Journeys
Sri lanka - Selective JourneysShawn Hendricks
 
Webapp security testing
Webapp security testingWebapp security testing
Webapp security testingTomas Doran
 
Get Going With Green: Executive Summary (China)
Get Going With Green: Executive Summary (China)Get Going With Green: Executive Summary (China)
Get Going With Green: Executive Summary (China)Ogilvy
 
Appealing a Criminal Conviction in California
Appealing a Criminal Conviction in CaliforniaAppealing a Criminal Conviction in California
Appealing a Criminal Conviction in CaliforniaDomenic J. Lombardo
 
"What we've learnt from Ember.js developing our new product" by Guillaume Pot...
"What we've learnt from Ember.js developing our new product" by Guillaume Pot..."What we've learnt from Ember.js developing our new product" by Guillaume Pot...
"What we've learnt from Ember.js developing our new product" by Guillaume Pot...TheFamily
 
WASSIC Crowdsourcing
WASSIC CrowdsourcingWASSIC Crowdsourcing
WASSIC Crowdsourcingpiers_higgs
 
What's in a pipeline? And why you should care
What's in a pipeline? And why you should careWhat's in a pipeline? And why you should care
What's in a pipeline? And why you should careSarah Usher
 
Softlayer無制限ストレージを ownCloudで使う
Softlayer無制限ストレージを ownCloudで使うSoftlayer無制限ストレージを ownCloudで使う
Softlayer無制限ストレージを ownCloudで使うTetsurou Yano
 
[092 2016-minedu]-[15-07-2016 11 29-53]-rvm n° 092-2016-minedu
[092 2016-minedu]-[15-07-2016 11 29-53]-rvm n° 092-2016-minedu[092 2016-minedu]-[15-07-2016 11 29-53]-rvm n° 092-2016-minedu
[092 2016-minedu]-[15-07-2016 11 29-53]-rvm n° 092-2016-mineduELVIN VEGA ESPINOZA
 

Viewers also liked (20)

cuestionario de computacion 6 de turismo
cuestionario de computacion 6 de turismocuestionario de computacion 6 de turismo
cuestionario de computacion 6 de turismo
 
Linkedinemployerbrandplaybook 130326154834-phpapp02
Linkedinemployerbrandplaybook 130326154834-phpapp02Linkedinemployerbrandplaybook 130326154834-phpapp02
Linkedinemployerbrandplaybook 130326154834-phpapp02
 
Kalifornia
Kalifornia Kalifornia
Kalifornia
 
Catedral de huancayo 01
Catedral de huancayo 01Catedral de huancayo 01
Catedral de huancayo 01
 
Topics in IO
Topics in IOTopics in IO
Topics in IO
 
Stop Wasting Your Analytics Budget - edUi 2016
Stop Wasting Your Analytics Budget - edUi 2016Stop Wasting Your Analytics Budget - edUi 2016
Stop Wasting Your Analytics Budget - edUi 2016
 
Words related to law
Words related to lawWords related to law
Words related to law
 
Communicating Budgetary and Economic Information With Style at CBO
Communicating Budgetary and Economic Information With Style at CBOCommunicating Budgetary and Economic Information With Style at CBO
Communicating Budgetary and Economic Information With Style at CBO
 
Sri lanka - Selective Journeys
Sri lanka -  Selective JourneysSri lanka -  Selective Journeys
Sri lanka - Selective Journeys
 
Webapp security testing
Webapp security testingWebapp security testing
Webapp security testing
 
Get Going With Green: Executive Summary (China)
Get Going With Green: Executive Summary (China)Get Going With Green: Executive Summary (China)
Get Going With Green: Executive Summary (China)
 
Appealing a Criminal Conviction in California
Appealing a Criminal Conviction in CaliforniaAppealing a Criminal Conviction in California
Appealing a Criminal Conviction in California
 
"What we've learnt from Ember.js developing our new product" by Guillaume Pot...
"What we've learnt from Ember.js developing our new product" by Guillaume Pot..."What we've learnt from Ember.js developing our new product" by Guillaume Pot...
"What we've learnt from Ember.js developing our new product" by Guillaume Pot...
 
WASSIC Crowdsourcing
WASSIC CrowdsourcingWASSIC Crowdsourcing
WASSIC Crowdsourcing
 
Telégrafo Óptico
Telégrafo ÓpticoTelégrafo Óptico
Telégrafo Óptico
 
Bollywood Actresses Hairdos
Bollywood Actresses HairdosBollywood Actresses Hairdos
Bollywood Actresses Hairdos
 
What's in a pipeline? And why you should care
What's in a pipeline? And why you should careWhat's in a pipeline? And why you should care
What's in a pipeline? And why you should care
 
Medvigy: The Amazon: A resilient natural system, or the ebb of the green ocean?
Medvigy: The Amazon: A resilient natural system, or the ebb of the green ocean?Medvigy: The Amazon: A resilient natural system, or the ebb of the green ocean?
Medvigy: The Amazon: A resilient natural system, or the ebb of the green ocean?
 
Softlayer無制限ストレージを ownCloudで使う
Softlayer無制限ストレージを ownCloudで使うSoftlayer無制限ストレージを ownCloudで使う
Softlayer無制限ストレージを ownCloudで使う
 
[092 2016-minedu]-[15-07-2016 11 29-53]-rvm n° 092-2016-minedu
[092 2016-minedu]-[15-07-2016 11 29-53]-rvm n° 092-2016-minedu[092 2016-minedu]-[15-07-2016 11 29-53]-rvm n° 092-2016-minedu
[092 2016-minedu]-[15-07-2016 11 29-53]-rvm n° 092-2016-minedu
 

Similar to UK newsbrands drive 605.3 million social media actions January - August 2015

Newsbrands and Social Media
Newsbrands and Social MediaNewsbrands and Social Media
Newsbrands and Social MediaNewsworks
 
Newsbrands and social media
Newsbrands and social mediaNewsbrands and social media
Newsbrands and social mediaNewsworks
 
Social Insights on the UK Newspaper Industry
Social Insights on the UK Newspaper IndustrySocial Insights on the UK Newspaper Industry
Social Insights on the UK Newspaper IndustryBrandwatch
 
#NewsOnTheTweet
#NewsOnTheTweet#NewsOnTheTweet
#NewsOnTheTweetNewsworks
 
People & News 2014
People & News 2014People & News 2014
People & News 2014Newsworks
 
Media Pack
Media PackMedia Pack
Media PackVenus1
 
Hijacking the news – jumping onto a breaking news story. PR Network 17 July 2...
Hijacking the news – jumping onto a breaking news story. PR Network 17 July 2...Hijacking the news – jumping onto a breaking news story. PR Network 17 July 2...
Hijacking the news – jumping onto a breaking news story. PR Network 17 July 2...CharityComms
 
Spotlight on UK newspapers
Spotlight on UK newspapersSpotlight on UK newspapers
Spotlight on UK newspapersNewsworks
 
Nielsen Twitter Turkey Consumer Survey
Nielsen Twitter Turkey Consumer SurveyNielsen Twitter Turkey Consumer Survey
Nielsen Twitter Turkey Consumer SurveyMerve Kara
 
Measuring agenda-setting effects on Twitter during the 2016 UK EU referendum
Measuring agenda-setting effects on Twitter during the 2016 UK EU referendumMeasuring agenda-setting effects on Twitter during the 2016 UK EU referendum
Measuring agenda-setting effects on Twitter during the 2016 UK EU referendumTiago Santos
 
Twitter's Samir Bhana: Real time marketing in the moment
Twitter's Samir Bhana: Real time marketing in the momentTwitter's Samir Bhana: Real time marketing in the moment
Twitter's Samir Bhana: Real time marketing in the momentDigital Journeys
 
C100% social media campaign q1 2017 report _ Surkreo Communications
C100% social media campaign q1 2017 report _ Surkreo Communications C100% social media campaign q1 2017 report _ Surkreo Communications
C100% social media campaign q1 2017 report _ Surkreo Communications Daniel Emeka
 
From newspapers to newsbrands: challenging the myths
From newspapers to newsbrands: challenging the mythsFrom newspapers to newsbrands: challenging the myths
From newspapers to newsbrands: challenging the mythsNewsworks
 
MPA Social Media Growth
MPA Social Media GrowthMPA Social Media Growth
MPA Social Media GrowthKevin Falvey
 
Social media blog 7
Social media blog 7Social media blog 7
Social media blog 7qianqian yu
 
Top US Mass Media brands on Social Media
Top US Mass Media brands on Social MediaTop US Mass Media brands on Social Media
Top US Mass Media brands on Social MediaSimplify360
 

Similar to UK newsbrands drive 605.3 million social media actions January - August 2015 (20)

Newsbrands and Social Media
Newsbrands and Social MediaNewsbrands and Social Media
Newsbrands and Social Media
 
Newsbrands and social media
Newsbrands and social mediaNewsbrands and social media
Newsbrands and social media
 
Social Insights on the UK Newspaper Industry
Social Insights on the UK Newspaper IndustrySocial Insights on the UK Newspaper Industry
Social Insights on the UK Newspaper Industry
 
#NewsOnTheTweet
#NewsOnTheTweet#NewsOnTheTweet
#NewsOnTheTweet
 
People & News 2014
People & News 2014People & News 2014
People & News 2014
 
Media Pack
Media PackMedia Pack
Media Pack
 
Hijacking the news – jumping onto a breaking news story. PR Network 17 July 2...
Hijacking the news – jumping onto a breaking news story. PR Network 17 July 2...Hijacking the news – jumping onto a breaking news story. PR Network 17 July 2...
Hijacking the news – jumping onto a breaking news story. PR Network 17 July 2...
 
Twitter - Ukraine
Twitter - UkraineTwitter - Ukraine
Twitter - Ukraine
 
Spotlight on UK newspapers
Spotlight on UK newspapersSpotlight on UK newspapers
Spotlight on UK newspapers
 
UK Fashion Community Report - PiQ
UK Fashion Community Report - PiQUK Fashion Community Report - PiQ
UK Fashion Community Report - PiQ
 
Nielsen Twitter Turkey Consumer Survey
Nielsen Twitter Turkey Consumer SurveyNielsen Twitter Turkey Consumer Survey
Nielsen Twitter Turkey Consumer Survey
 
Measuring agenda-setting effects on Twitter during the 2016 UK EU referendum
Measuring agenda-setting effects on Twitter during the 2016 UK EU referendumMeasuring agenda-setting effects on Twitter during the 2016 UK EU referendum
Measuring agenda-setting effects on Twitter during the 2016 UK EU referendum
 
CoN1
CoN1CoN1
CoN1
 
Twitter's Samir Bhana: Real time marketing in the moment
Twitter's Samir Bhana: Real time marketing in the momentTwitter's Samir Bhana: Real time marketing in the moment
Twitter's Samir Bhana: Real time marketing in the moment
 
Newspaper industry analysis
Newspaper industry analysisNewspaper industry analysis
Newspaper industry analysis
 
C100% social media campaign q1 2017 report _ Surkreo Communications
C100% social media campaign q1 2017 report _ Surkreo Communications C100% social media campaign q1 2017 report _ Surkreo Communications
C100% social media campaign q1 2017 report _ Surkreo Communications
 
From newspapers to newsbrands: challenging the myths
From newspapers to newsbrands: challenging the mythsFrom newspapers to newsbrands: challenging the myths
From newspapers to newsbrands: challenging the myths
 
MPA Social Media Growth
MPA Social Media GrowthMPA Social Media Growth
MPA Social Media Growth
 
Social media blog 7
Social media blog 7Social media blog 7
Social media blog 7
 
Top US Mass Media brands on Social Media
Top US Mass Media brands on Social MediaTop US Mass Media brands on Social Media
Top US Mass Media brands on Social Media
 

More from Newsworks

Context Matters
Context MattersContext Matters
Context MattersNewsworks
 
Getting closer to the Great British public
Getting closer to the Great British publicGetting closer to the Great British public
Getting closer to the Great British publicNewsworks
 
Is the medium still the massage?
Is the medium still the massage?Is the medium still the massage?
Is the medium still the massage?Newsworks
 
Paying (for) attention
Paying (for) attentionPaying (for) attention
Paying (for) attentionNewsworks
 
Pop goes the filter bubble
Pop goes the filter bubblePop goes the filter bubble
Pop goes the filter bubbleNewsworks
 
ROI of Digital Newsbrands
ROI of Digital NewsbrandsROI of Digital Newsbrands
ROI of Digital NewsbrandsNewsworks
 
View from a start up
View from a start upView from a start up
View from a start upNewsworks
 
Building for the future
Building for the futureBuilding for the future
Building for the futureNewsworks
 
IPA Databank study 2017
IPA Databank study 2017IPA Databank study 2017
IPA Databank study 2017Newsworks
 
Real people and real politics
Real people and real politicsReal people and real politics
Real people and real politicsNewsworks
 
Is creativity the missing metric?
Is creativity the missing metric?Is creativity the missing metric?
Is creativity the missing metric?Newsworks
 
Mummy and Daddy, what did you do in the Truth War?
Mummy and Daddy, what did you do in the Truth War?Mummy and Daddy, what did you do in the Truth War?
Mummy and Daddy, what did you do in the Truth War?Newsworks
 
Vodafone - The Late Night Standard
Vodafone - The Late Night StandardVodafone - The Late Night Standard
Vodafone - The Late Night StandardNewsworks
 
Sony pictures case_study
Sony pictures case_studySony pictures case_study
Sony pictures case_studyNewsworks
 
Channel 4 case study
Channel 4 case studyChannel 4 case study
Channel 4 case studyNewsworks
 
Boots case study
Boots case studyBoots case study
Boots case studyNewsworks
 
Currys PC World case study
Currys PC World case studyCurrys PC World case study
Currys PC World case studyNewsworks
 
The National Autistic Society case study
The National Autistic Society case studyThe National Autistic Society case study
The National Autistic Society case studyNewsworks
 
ŠKODA case study
ŠKODA case studyŠKODA case study
ŠKODA case studyNewsworks
 
Hiscox case study
Hiscox case studyHiscox case study
Hiscox case studyNewsworks
 

More from Newsworks (20)

Context Matters
Context MattersContext Matters
Context Matters
 
Getting closer to the Great British public
Getting closer to the Great British publicGetting closer to the Great British public
Getting closer to the Great British public
 
Is the medium still the massage?
Is the medium still the massage?Is the medium still the massage?
Is the medium still the massage?
 
Paying (for) attention
Paying (for) attentionPaying (for) attention
Paying (for) attention
 
Pop goes the filter bubble
Pop goes the filter bubblePop goes the filter bubble
Pop goes the filter bubble
 
ROI of Digital Newsbrands
ROI of Digital NewsbrandsROI of Digital Newsbrands
ROI of Digital Newsbrands
 
View from a start up
View from a start upView from a start up
View from a start up
 
Building for the future
Building for the futureBuilding for the future
Building for the future
 
IPA Databank study 2017
IPA Databank study 2017IPA Databank study 2017
IPA Databank study 2017
 
Real people and real politics
Real people and real politicsReal people and real politics
Real people and real politics
 
Is creativity the missing metric?
Is creativity the missing metric?Is creativity the missing metric?
Is creativity the missing metric?
 
Mummy and Daddy, what did you do in the Truth War?
Mummy and Daddy, what did you do in the Truth War?Mummy and Daddy, what did you do in the Truth War?
Mummy and Daddy, what did you do in the Truth War?
 
Vodafone - The Late Night Standard
Vodafone - The Late Night StandardVodafone - The Late Night Standard
Vodafone - The Late Night Standard
 
Sony pictures case_study
Sony pictures case_studySony pictures case_study
Sony pictures case_study
 
Channel 4 case study
Channel 4 case studyChannel 4 case study
Channel 4 case study
 
Boots case study
Boots case studyBoots case study
Boots case study
 
Currys PC World case study
Currys PC World case studyCurrys PC World case study
Currys PC World case study
 
The National Autistic Society case study
The National Autistic Society case studyThe National Autistic Society case study
The National Autistic Society case study
 
ŠKODA case study
ŠKODA case studyŠKODA case study
ŠKODA case study
 
Hiscox case study
Hiscox case studyHiscox case study
Hiscox case study
 

Recently uploaded

Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thịNhững điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thịUreka Media Vietnam CO., LTD
 
Revolutionize Your Pinterest: Socio Cosmos Exclusive Deal
Revolutionize Your Pinterest: Socio Cosmos Exclusive DealRevolutionize Your Pinterest: Socio Cosmos Exclusive Deal
Revolutionize Your Pinterest: Socio Cosmos Exclusive DealSocioCosmos
 
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.lindseyjanelladuran
 
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos""Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"SocioCosmos
 
Fintech app development company with financial management
Fintech app development company with financial managementFintech app development company with financial management
Fintech app development company with financial managementHazel Johnson
 
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...Riches General marchandise
 

Recently uploaded (6)

Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thịNhững điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
 
Revolutionize Your Pinterest: Socio Cosmos Exclusive Deal
Revolutionize Your Pinterest: Socio Cosmos Exclusive DealRevolutionize Your Pinterest: Socio Cosmos Exclusive Deal
Revolutionize Your Pinterest: Socio Cosmos Exclusive Deal
 
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
 
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos""Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
 
Fintech app development company with financial management
Fintech app development company with financial managementFintech app development company with financial management
Fintech app development company with financial management
 
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
 

UK newsbrands drive 605.3 million social media actions January - August 2015

  • 1. UK newsbrands hit record highs on social media @Telegraph@MailOnline @guardian @DailyMirror@Independent @EveningStandard @thetimes Analysis of data from August 2015
  • 2. Headlines • UK newsbrands drove 605.3 million social media actions* so far, during the year 2015 • Facebook: 398.1.2 million article likes, 94 million comments, 64.8 million shares • 42.8 million Twitter shares • 3.6m LinkedIn shares • 2.2m pins on Pinterest • 25% increase in monthly social media interactions from January – August 2015 *Direct activity from newsbrand URL. Excludes likes etc for newsbrand Facebook pages, Twitter following, favourites & re-tweets. Global data.
  • 3. Global social media interactions* from UK newsbrand articles have grown by 92% year on year 41,729 48,041 56,757 50,592 46,015 64,447 56,037 71,021 67,608 82,393 86,939 96,481 80,324 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 000s social media interactions Source: Newswhip UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk, metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014) *Facebook likes, shares & comments; Twitter, LinkedIn and Pinterest shares
  • 4. Newbrands have more social media interactions than Buzzfeed 41,728 80,324 27,964 34,203 7,836 5,894 7,836 21,979 2,204 2,075 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 000s social media interactions Newsbrands Buzzfeed Upworthy BBC Huffington Post Source: Newswhip UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk, metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014)
  • 5. UK newsbrand article shares experienced steady growth throughout the year 8,094 8,641 10,638 7,656 7,162 9,104 9,000 9,350 9,800 10,114 11,034 11,738 10,525 4,271 4,377 4,796 4,722 3,998 5,657 5,034 5,594 5,169 5,531 5,190 5,402 5,187 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 000s shares Facebook Twitter Estimated data Source: Newswhip *UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk, metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014) *** *
  • 6. Facebook and UK newsbrands
  • 7. Facebook is the most important social media brand for newsbrands Source: Newswhip UK Newsbrands total interactions Jan-Aug 2015: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk, metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014) 52% 54% 53% 56% 56% 59% 64% 69% 70% 65% 66% 67% 64% 19% 18% 19% 15% 15% 14% 8% 7% 5% 12% 13% 12% 13% 17% 18% 19% 18% 18% 17% 18% 15% 16% 15% 15% 14% 15% 10% 9% 8% 9% 9% 9% 9% 8% 8% 7% 6% 6% 7% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Share of UK newsbrand interactions by social media brand* Facebook Likes Facebook Shares Facebook Comments Twitter Shares LinkedIn/Pinterest
  • 8. Total Facebook interactions for UK newsbrands have doubled over the year 37,071 43,244 51,520 42,592 41,518 58,236 50,437 64,699 61,797 76,085 80,925 90,211 74,354 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 000s& Source: Newswhip UK Newsbrands Jan-Dec 2014 : dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk, metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014)
  • 9. …And UK newsbrand articles’ Facebook likes have also more than doubled in the last year 21,724 25,867 30,268 28,270 26,189 38,038 36,106 49,156 47,518 53,761 57,033 64,868 51,595 7,251 8,735 10,614 9,016 8,188 11,093 10,014 10,833 10,986 12,210 12,857 13,604 12,234 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 000s Facebook likes Facebook comments Source: Newswhip UK Newsbrands Jan - Dec 2014 : dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk, metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014)
  • 10. Daily Mail 152.1m Daily Mirror 145.5m New York Times 121.1m W/ton Post 84.4m USA Today 68.5m Total Facebook interactions January - August 2015 Source: Newswhip Jan-Aug 2015 UK has three of the top four biggest English language newspapers on Facebook The Guardian 115.5m
  • 11. Generally UK newsbrands are less reliant on Facebook than US providers Source: Newswhip August 2015 UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk, metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014) 99.1% 87.8% 76.9% 74.3% 80.6% 70.0% 68.3% 62.5% 55.5% 53.4% 40.0% 70.0% 45.3% 0.9% 12.2% 23.1% 25.7% 19.4% 30.0% 31.7% 37.5% 44.5% 46.6% 60.0% 30.0% 54.7% upworthy.com buzzfeed.com dailymail.co.uk huffingtonpost.co.uk metro.co.uk mirror.co.uk express.co.uk standard.co.uk independent.co.uk telegraph.co.uk thetimes.co.uk theguardian.com bbc.co.uk Shares only – Facebook vs Twitter Facebook shares Twitter shares
  • 12. • Pure players more reliant on very high numbers sharing each article, especially Upworthy • UK newsbrand success more dependent on larger number of articles being shared • BUT the most shared UK newsbrands also have highest ratio of shares to articles • Optimising number of shares, particularly on Facebook is key to social media success
  • 13. UK newsbrands prompt more Facebook interactions than the BBC, led by MailOnline, Mirror and The Guardian 37,071 43,244 51,520 42,593 41,518 58,236 50,699 64,699 61,797 76,085 80,925 90,211 74,354 5,844 8,657 11,919 9,725 9,662 10,679 10,324 15,698 16,126 20,703 19,742 22,126 18,145 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 000s shares, likes & comments Newsbrands bbc.co.uk theguardian.com dailymail.co.uk mirror.co.uk Source: Newswhip Jan-Dec 2014 UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk, metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014)
  • 14. Some top Facebook stories August 2015, telegraph.co.uk 1189,263 interactions, 42,953 shares July 2015, theguardian.co.uk 359,090 interactions, 80,443 shares July 2015, dailymail.co.uk 250,109 interactions, 44,082 shares August 2015, independent.co.uk 237,513 interactions, 35,757 shares June 2015, independent.co.uk 142,247 interactions 39,631 shares August 2015, mirror.co.uk 126,825 interactions, 42,953 shares
  • 15. It’s not just trivia, lists and snippets • Biggest among UK top newsbrand stories, Facebook August 2015: • 54 UK and world news, current affairs and comment • 3 sport • 10 showbiz • 4 video/gallery links • 6 science • and just 1 list/quiz The most shared story was from theguardian.com…
  • 16. “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 Developing newsbrand readership habits via Facebook Source: Generation News 2015
  • 17. 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: Generation News 2015 Developing newsbrand readership habits via Facebook
  • 19. UK newsbrand Twitter shares similar to BBC 4,271 4,377 4,796 4,722 3,964 5,657 5,034 5,594 5,169 5,531 5,190 5,402 5,187 3,498 3,960 4,212 3,960 3,752 4,563 5,038 5,411 3,605 3,946 3,570 3,947 3,574 865 880 924 861 820 937 1,501 1,079 964 954 1,054 903 833 132 152 142 118 99 140 107 117 109 110 110 134 118 Twitter shares (000s) UK newsbrands BBC Buzzfeed Huffington Post UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk, metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014)
  • 20. Some top Twitter shares June 2015, theguardian.com 7,236 shares July 2015, telegraph.co.uk 49,326 shares August 2015, dailymail.co.uk 10,755 shares July 2015, independent.co.uk 11,051 shares June 2015, independent.co.uk 15,442 shares August 2015, telegraph.co.uk 8,679 shares
  • 21. How many follow UK newsbrands 35% 17% 49% 59% Follow newspaper brand Follow newspaper sub- brand Follow newspaper journalist Any of these % Twitter users Source: You Gov January 2014 Base: All UK Twitter Users (1266)
  • 22. Newsbrands often are Twitter conversation catalysts 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. According to it, the British Prime Minister, David Cameron, took part in an obscene act with a dead pig's head in his young student days, as part of an initiation ceremony…
  • 23. A Twitter account @Cameron’s Pig was created within minutes and gained over 15,000 followers within 24 hours …
  • 24. 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 Twitter adds four core benefits as a news platform for users… Source: #NewsOnTheTweet 2014
  • 25. 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 Newsbrands underpin these 4 key benefits Source: #NewsOnTheTweet 2014
  • 26. 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 The whole is stronger than the sum of the parts
  • 28. Top 10 most shared UK newsbrand stories each month on Twitter are almost all in top 35 of Facebook shares – usually with higher interactions on Facebook But top Facebook stories are not always big on Twitter: • timing of story? • demographics? • Twitter more biased towards quality sector and serious news Source: Newswhip Jan - Aug 2015
  • 29. What’s the best time to post a story on Facebook? 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 Source: Newswhip blog. Times are GMT. Based on data from MailOnline, BuzzFeed, Huffington Post, Upworthy, The New York Times, Elite Daily, MTV and Fox News The most shared stories were published between 4pm and 10pm. % of Top 100 stories shared at this time
  • 30. Newsbrands are also big content providers for LinkedIn and Pinterest 266 280 328 332 264 409 367 431 404 440 496 529 508 120 141 112 120 144 145 199 298 238 337 328 340 275 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 000s interactions LinkedIn Pinterest UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk, metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014)
  • 31. @Telegraph @MailOnline @guardian @DailyMirror@thetimes 418,420 likes 537,000 followers* *excluding sub-brands and journalists @standardnews 445,927 likes 252,000 followers* 4,836,984 likes 4,220,000 followers* 1,808,465 likes 477,000 followers* @Independent 3,341,844 likes 1,420,000 followers* 2,918,735 likes 1,160,000 followers* 2,586,649 likes 1,220,000 followers* @TheSunNewspaper 1,882,520 likes 853,000 followers*
  • 32. Summary and implications • UK newsbrands drove 605.3 million social media actions so far, during the year 2015 • Massive shared audiences on a daily basis • Facebook sharing is increasing audiences to UK newsbrands and is vital to social media velocity • Wide range of stories to tap into for advertisers
  • 33. 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.

Editor's Notes

  1. *From February 2015 until May 2015 the data for newsbrand Facebook shares provided are estimates only as Newswhip reported experiencing technical issues recording this data.
  2. *From February 2015 until May 2015 Newswhip reported experiencing technical issues recording data for newsbrand Facebook shares, so the decline in % of shares and increase of % of likes between this period seen in the chart should be interpreted with caution.
  3. BBC is bigger on Twitter but UK newsbrands are gaining international as well as UK traction by leveraging Facebook more effectively.
  4. UK newsbrands are very high profile on Twitter, particularly for UK followers
  5. In addition to the interactions measured by Newswhip from specific article links, UK newsbrands have high numbers of followers on Twitter and Facebook in their own right (some of whom will be responsible for shares etc)These numbers continue to grow – for regular updates go to http://www.newsworks.org.uk/Titles-at-a-Glance