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1 | w w w . s i m p l i f y 3 6 0 . c o m
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Prepared By 
Abhishek Mukherjee 
IIM Raipur Intern at Simplify360 
Edited By: 
Rajashree Das 
Social Media Analyst at Simplify360
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Table of Contents 
US Media Industry- An Overview………………………………………………………… 4 
The Wall Street Journal…………………………………………………………………….. 8 
USA Today……………………………………………………………………………………. 11 
The New York Times………………………………………………………………………… 15 
TIME ……………………………………………………………………………..…………….. 17 
Fox News……………………………………………………………………………………… 21 
CNN…….…………………………………………………………………………………….. 24 
CNBC…………………………………………………………………………………………. 27 
CBS News…………………………………………………………………………………….. 29 
ABC News……………………………………………………………………………………. 31 
The Huffington Post ………………………………………………………………………... 33
4 | w w w . s i m p l i f y 3 6 0 . c o m 
US Media Industry: An Overview 
The US has one of the most highly-developed mass media in the world. TV is America's most popular medium, with 99% of US households having at least one television, and the majority of households have more than one. 
The four major broadcasters in the U.S. are the National Broadcasting Company (NBC), Columbia Broadcasting System (CBS), the American Broadcasting Company (ABC) and Fox. 
Newspapers too have been an integral part of US culture, and have been published there since the 18th century. 
Apart from some exceptions like USA Today, most newspapers are published for city and regional markets. However, brands like The New York Times and The Wall Street Journal are available in most of the US cities. 
Apart from that, there is a vibrant ecosystem of internet websites and blogs which offer a wide variety of news content. 
In 2012, online news aggregator and blog, The Huffington Post made history by being the first commercially run digital media enterprise to win the Pulitzer Prize.
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BRANDS COVERED 
This report covers top 10 US media outlets, The Wall Street Journal, USA Today, The New York Times, Time, Fox News, CNN, CNBC, CBS News, ABC News and Huffington Post based on the audience base and social media presence. 
SOCIAL STATS 
FACEBOOK 
TWITTER 
LINKEDIN 
YOUTUBE 
GOOGLE+ 
3.1 million likes 
4.89 million followers 
2.89 Million followers 
2.58 million subscribers 
47 million views 
2.5 million likes 
2.5 million followers 
1,35,477 followers 
12,729 subscribers 
51 million views 
8 million likes 
12.8 million followers 
1,92,392 followers 
376,590 subscribers 
2,576,633 followers 
6 million likes 
6.11 million followers 
215,454 followers 
70,934 subscribers 
5,627,337 followers 
8 million likes 
4.18 million followers 
27,500 followers 
NA 
1,243,742 followers 
14 million likes 
13.7 million followers 
76,762 followers 
553,773 subscribers 
613,080 subscribers 
779K likes 
1.58 million followers 
62,794 followers 
6860 subscribers 
2,334,365 followers 
2.2 million likes 
3.26 million likes 
14,336 followers 
NA 
45,454 followers 
7.3 million likes 
3.46 million followers 
45,755 followers 
838,081 subscribers 
1,504,167 followers 
3 million likes 
4.5 million followers 
83,645 followers 
25,025 subscribers 
2,419,806 followers
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SOCIAL MEDIA USAGE 
Social media has brought about a fundamental shift in the landscape of US media industry. This is the first time in the history where a newspaper or a TV channel has more online readers than subscribers. 
The primary advantage which various social media platforms offer media companies is a dedicated audience base and opportunities to initiate a dialogue. 
But unlike other industries, where customer service and sales promotion form a key component of their online strategy, media companies' main focus is on content dissemination. 
To achieve this effectively, most media outlets have diversified their online presence into a wide variety of content and region specific sub-channels. 
For example, The Wall Street Journal, apart from having a main Facebook page and Twitter handle, also has sub-channels like WSJ Opinion, WSJ Magazine, WSJ Korea, WSJ India etc. 
Also, most media companies use Twitter more prolifically than other platforms like Facebook and YouTube. 
Broadly speaking, Twitter is the preferred platform for breaking news or developing events, while Facebook and other sites are used for publishing stories with a longer shelf life. 
Another feature is the emphasis on visuals. 
Images and infographics form the majority of online content for news outlets. 
Even for news channels, there are more images/infographics posted on social networking sites than videos. 
Images have a dual advantage for content companies. "Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting. The television revolution that began half a century ago spawned a number of industries, including the manufacturing of TV sets, but the long-term winners were those who used the medium to deliver information and entertainment. The Internet also allows information to be distributed worldwide at basically zero marginal cost to the publisher. Opportunities are remarkable, and many companies are laying plans to create content for the Internet." - Bill Gates, 'Content is King'
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One, it is mobile friendly, which just about the tops the 'To Do' list of every digital marketer. 
And secondly, Facebook and Twitter algorithms prefer images over plain text. 
Audience engagement is not just limited to comments on posts. Many companies invite user-generated content in the form of pictures, videos, photo captions etc. 
Another evolution of the way social media is used is the shift in emphasis from just getting 'likes' and 'followers' to ensuring there is active engagement. 
In other words, sharing is the new liking. Many commentators have termed this Social Media 2.0. 
Media companies have also been quick to leverage the popularity of their star journalists. 
Many famous journalists and commentators have a formidable online audience of their own. Their social media accounts serve as online pin boards for news outlets. 
And last but not the least; companies have begun to realize the value of human touch in online communication. 
For example, it is important to respond to readers' queries and comments across multiple platforms. 
But it is also important that this is done by an editor or journalist, and not by a computer. 
Companies which try to automate this process - by posting generic replies to readers' comments - have been the subject of much online ridicule. 
"The thought that so many people get their news from social media really is scary." -- Rush Limbaugh "From the streets of Cairo and the Arab Spring, to Occupy Wall Street, from the busy political calendar to the aftermath of the tsunami in Japan, social media was not only sharing the news but driving it." -- Dan Rather "I have a choice - I can either watch all the dailies, or I can follow the social media. I can't do both." -- Steven Spielberg
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 Owned by Rupert Murdoch's News Corp. 
 It is the largest newspaper in the United States by circulation - 2.4 million copies, this figure includes nearly 900,000 digital subscriptions (as of March 2013) 
SOCIAL STATS 
 Facebook – 3.1 million likes, 102.5K talking about this 
 Twitter - 4.89 million followers 
 LinkedIn – 2.89 million followers 
 Foursquare - 301,748 follows 
 Google+ - 47 million views 
 YouTube - 12 channels, 15,692 videos, 223,171,120 views, 258,716 subscribers 
 Blogs - Law (http://blogs.wsj.com/law/),Photo Journal (http://blogs.wsj.com/photojournal/), Real Time Economics (http://blogs.wsj.com/economics/) 
 App - 1 million+ downloads (Android) 
 On FB and Twitter, there are two sub-groups: 
 Country-specific pages like WSJ Korea, WSJ Deutschland, WSJ Europe etc. 
 Content-specific pages like WSJ Opinion, WSJ Real Estate, WSJ Magazine etc.
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SOCIAL MEDIA CONTENT STRATEGY 
The Facebook main page has an eclectic mix of stories, from technology, international news to personal finance. The posts link to the Wall Street Journal website. There is a focus on infographics on various topics.
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More focus on Twitter than Facebook. Twitter feed includes retweets by WSJ journalists. 
On LinkedIn, the content chiefly revolves around career trends, boardroom battles etc. Also, more blog links are posted here than website links. 
On Foursquare, WSJ gives tips on notable local restaurants, bars, museums, shops and other interesting spots. The stories are featurish in nature. 
On Google+, there is an average of 3-4 posts per day, with liberal use of hashtags. The content is more about international politics and technology. 
YouTube content strategy is about promoting 'light' content. For the month of April, some of the most-watched videos were - 'Cellphone Video from South Korea ferry disaster' (44,164 views), 
Dude, Where's My Hearing? (About a Senator who accidentally sits in the wrong Senate hearing) (28,659 views) 
'Lion King' Cast Serenades Australian Airplane (17,489 views) 
'Obama and Pope Francis Meet for the First Time' (18,683 views) 
'Prince George's Royal Outing' (22,379 views), 'Hundreds Missing after South Korean Ferry Sinks' (18,727 views), and 'Penguin dance sweeps Saudi Arabia' (19,362 views) Blood Moon: Lunar Eclipse turns Moon Bright red' (11,734 views). Other videos generally hover around the 1,000 views.
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 Owned by Gannett Company. 
 It vies with WSJ for crown of widest circulated newspaper in US. 
 Current circulation of 1.8 million copies (print only). 
SOCIAL STATS 
 Facebook – 2.5 million likes, 135.4K talking about this 
 Twitter - 1.22 million followers 
 LinkedIn - 135,477 followers 
 Tumblr - http://usatoday.tumblr.com/ 
 Google+ - 51 million views 
 YouTube - 3 channels, 1730 videos, 22,093,503 views, 12,729 subscribers 
 Instagram - 731 posts, 51,088 followers, 134 following 
 Pinterest – 12,631 followers, 687 following 
 App - 1 million+ downloads (Android) 
SOCIAL MEDIA CONTENT STRATEGY 
USA Today follows the widely-followed practice of having content-specific Facebook pages. Apart from its main USA Today pages, there are also pages like USA Today Travel, USA Today Life, and USA Today Sports etc. 
On the main Facebook page, it posts a mix of stories on politics, crime, sports etc. One notable feature is that it replies to user queries. For example, on a story about meteor showers, here were the responses:
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It also asks users to post their pictures on various topics:
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On Twitter, it offers a 'sneak peek' of the front page of the next day's edition. 
Here too it invites user-generated content. 
Also, not all tweets are story links.
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On LinkedIn, there's a focus on infographics. 
On Tumblr, it drives engagement through creative pictures/infographics. Some of them are standalone, i.e. they don't link to any story on its website.
15 | w w w . s i m p l i f y 3 6 0 . c o m 
 It is owned by The New York Times Company. 
 They have won the most number of Pulitzer Prizes (112). 
 It is the third-most circulated daily in US. 
SOCIAL STATS 
 Facebook - 8 million likes, 306,554 talking about this 
 Twitter - 12.8 million followers 
 LinkedIn - 192,392 followers 
 Google+ - 2,576,633 followers, 17,065,830 views 
 YouTube - 376,590 subscribers, 168,707,131 views 
 Blogs -- (http://www.nytimes.com/interactive/blogs/directory.html?action=click&module=SiteIndex&contentCollection=Blogs&region=SiteIndex&pgtype=Homepage&t=qry551) 
 App - 5 million+ downloads 
SOCIAL MEDIA CONTENT STRATEGY 
Like most media outlets, NYT focuses more on Twitter than any other social media platform. On both Twitter and Facebook, there's a wide variety of news stories. NYT is able to leverage social media to keep its core audience engaged. 
Additionally, it has a wide variety of blogs, each with its dedicated twitter handle.
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 American weekly news magazine, published from New York City. 
 US readership base of 20 million. 
SOCIAL STATS 
 Facebook - 6 million likes, 783.5K talking about this 
 Twitter – 6.11 million 
 LinkedIn – 215,454 followers 
 Google+ - 5,627,337 followers, 104,625,531 views 
 YouTube – 70,934 subscribers, 43,524,498 views 
 Instagram - 1117 posts, 756,219 followers, 93 following 
 App - 500K+ downloads (Android) 
SOCIAL MEDIA CONTENT STRATEGY 
Time uses social media extensively for many of its popular content packages. For example, it asks readers to vote for its annual list of the most influential people in the world.
18 | w w w . s i m p l i f y 3 6 0 . c o m 
However, some of its 'light' news receives angry responses from readers who expect more meaningful content.
19 | w w w . s i m p l i f y 3 6 0 . c o m 
There's not much engagement on LinkedIn. One possible reason could be that it posts the same links on LinkedIn as it does on Facebook, Twitter etc. The content posted on LinkedIn by most US media companies relate to career, jobs etc. 
On Google+, the effort is to generate user-posted content.
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There's not much use of YouTube. Till the third week of April, only one video was posted. In March, 20 videos were posted. 
Across all platforms, Time posts pictures of its iconic red border cover.
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 Owned by Rupert Murdoch’s 21st Century Fox 
 Most watched news channel in US 1.1 million primetime viewers 1.7 million day viewers 
(Source - http://www.usatoday.com/story/money/business/2014/01/02/cable-news- ratings-2013/4296411/) 
SOCIAL STATS 
 Facebook - 8 million likes, 1,819,172 talking about this 
 Twitter – 4.18 million 
 LinkedIn – 27,500 followers 
 Google+ - 1,243,742 followers, 29,809,170 views 
 YouTube - No official account 
 Instagram - 477 posts, 28,881 followers, 39 following 
 Blogs: http://blogs.foxnews.com/ and http://foxnewsinsider.com/ 
 App - 5 million+ downloads (Android) 
SOCIAL MEDIA CONTENT STRATEGY 
While Fox News' usage of Facebook and Twitter is similar to its peers, it uses Instagram well to drive engagement. For example:
22 | w w w . s i m p l i f y 3 6 0 . c o m 
Fox News does not have an official YouTube channel, which is surprising because of the many videos on the site which are critical of the channel's conservative stance. 
Similarly, on its blog page foxnewsinsider.com, show timings are prominently displayed on the main page.
23 | w w w . s i m p l i f y 3 6 0 . c o m
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 Owned by Time Warner 
 Second-most watched news channel - 568K primetime viewers - 413K day viewers 
(Source - http://www.usatoday.com/story/money/business/2014/01/02/cable-news- ratings-2013/4296411/) 
SOCIAL STATS 
 Facebook - 14 million likes, 772,765 talking about this 
 Twitter - 13.7 million 
 LinkedIn - 76,762 followers 
 Google+ - 613,080 followers 
 YouTube – 553,773 subscribers 
 Instagram - 206 posts, 304,163 followers, 227 following 
 Blogs - http://edition.cnn.com/exchange/blogs/index.html 
 App - 5 million+ downloads (Android) 
SOCIAL MEDIA CONTENT STRATEGY 
CNN tries to drive engagement on Facebook by regularly replying to readers' questions. In fact, it has a separate department, named CNN Viewer Communications.
25 | w w w . s i m p l i f y 3 6 0 . c o m 
However, there seems to be a computer generated response for the queries, something which the readers too have discovered.
26 | w w w . s i m p l i f y 3 6 0 . c o m 
On Twitter, it retweets posts by individual twitter handles of CNN journalists/popular shows/content themes. 
His highest engagement rate on Instagram, even though it posts only once a day, or less. 
For the month of April (till 3rd week), only 7 links were posted on Instagram, but each post received an average of 3,294 likes.
27 | w w w . s i m p l i f y 3 6 0 . c o m 
 Owned by NBCUniversal 
 Focus on financial markets, economy and politics. 
SOCIAL STATS 
 Facebook - 779K likes, 53,487 talking about this 
 Twitter - 1.58 million followers 
 LinkedIn – 62,794 followers 
 Google+ - 2,334,365 followers 
 YouTube - 6,860 subscribers, 9,768,418 views 
 Instagram - 840 posts, 16,045 followers, 238 following 
 Live blogs 
 App - 500K+ downloads (Android) 
SOCIAL MEDIA CONTENT STRATEGY 
Instead of just focusing on news about stock markers, economics etc., CNBC has a mix of stories on technology, popular culture etc. across social media platforms. 
Of course, this strategy has its fair share of critics. 
But for its core audience, it tweets earnings announcements of companies, along with a link to the live stock prices.
28 | w w w . s i m p l i f y 3 6 0 . c o m 
Additionally, on its website, it live blogs important events, like company result announcements, IPO filings etc. 
However, this is done by most media companies for various events.
29 | w w w . s i m p l i f y 3 6 0 . c o m 
 Owned by American TV and radio network CBS. 
SOCIAL STATS 
 Facebook – 2.2 million likes, 108,923 talking about this 
 Twitter - 3.26 million followers 
 LinkedIn – 14,336 followers (CBS Corporation) 
 Google+ - 45,454 followers 
 YouTube – (Channel not available in India) 
 Instagram – 163 posts, 6,209 followers, 104 following 
SOCIAL MEDIA CONTENT STRATEGY 
Like many news channels, CBS tries to drive viewership through various social media platforms.
30 | w w w . s i m p l i f y 3 6 0 . c o m 
Additionally, the main twitter handle retweets posts by other CBS handles.
31 | w w w . s i m p l i f y 3 6 0 . c o m 
 Owned by The Walt Disney Company 
SOCIAL STATS 
 Facebook – 7.3 million fans, 437,550 talking about this 
 Twitter - 3.46 million followers 
 LinkedIn -45,755 followers 
 Google+ - 1,504,167 followers 
 YouTube – 838,081 subscribers 
 Instagram - 157posts, 25,246 followers, 52 following 
 Blogs - http://abcnews.go.com/blogs/ 
 App - 1 million+ downloads (Android) 
SOCIAL MEDIA CONTENT STRATEGY 
ABC News follows most strategies adopted by its peers - focus on wittier, retweeting posts by its affiliated handles etc. 
However, the distinctive strategy by ABC News is its website, which has a separate section on the homepage for stories which are trending on social media.
32 | w w w . s i m p l i f y 3 6 0 . c o m
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 Online news aggregator and blog, founded by Arianna Huffington. 
 In 2012, The Huffington Post became the first commercially run United States digital media enterprise to win a Pulitzer Prize. 
SOCIAL STATS 
 Facebook - 3 million likes 
 Twitter - 4.5 million followers 
 LinkedIn - 83,645 followers 
 Google+ - 2,419,806 followers|80,076,264 views 
 YouTube - 25,025 subscribers, 13,139,923 views 
 Instagram - 718 posts, 188,139 followers, 185 following 
 Blog - http://www.huffingtonpost.com/the-blog/ 
 App - 1 million+ downloads (Android) 
SOCIAL MEDIA CONTENT STRATEGY 
Huffington Post has the most varied mix of content among major US media outlets - ranging from politics, technology, and personal finance to beauty tips, cat videos and viral stories. 
It has a distinct, engaging style of content presentation to drive traffic to its website.
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36 | w w w . s i m p l i f y 3 6 0 . c o m 
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Top US Mass Media brands on Social Media

  • 1. 1 | w w w . s i m p l i f y 3 6 0 . c o m
  • 2. 2 | w w w . s i m p l i f y 3 6 0 . c o m Prepared By Abhishek Mukherjee IIM Raipur Intern at Simplify360 Edited By: Rajashree Das Social Media Analyst at Simplify360
  • 3. 3 | w w w . s i m p l i f y 3 6 0 . c o m Table of Contents US Media Industry- An Overview………………………………………………………… 4 The Wall Street Journal…………………………………………………………………….. 8 USA Today……………………………………………………………………………………. 11 The New York Times………………………………………………………………………… 15 TIME ……………………………………………………………………………..…………….. 17 Fox News……………………………………………………………………………………… 21 CNN…….…………………………………………………………………………………….. 24 CNBC…………………………………………………………………………………………. 27 CBS News…………………………………………………………………………………….. 29 ABC News……………………………………………………………………………………. 31 The Huffington Post ………………………………………………………………………... 33
  • 4. 4 | w w w . s i m p l i f y 3 6 0 . c o m US Media Industry: An Overview The US has one of the most highly-developed mass media in the world. TV is America's most popular medium, with 99% of US households having at least one television, and the majority of households have more than one. The four major broadcasters in the U.S. are the National Broadcasting Company (NBC), Columbia Broadcasting System (CBS), the American Broadcasting Company (ABC) and Fox. Newspapers too have been an integral part of US culture, and have been published there since the 18th century. Apart from some exceptions like USA Today, most newspapers are published for city and regional markets. However, brands like The New York Times and The Wall Street Journal are available in most of the US cities. Apart from that, there is a vibrant ecosystem of internet websites and blogs which offer a wide variety of news content. In 2012, online news aggregator and blog, The Huffington Post made history by being the first commercially run digital media enterprise to win the Pulitzer Prize.
  • 5. 5 | w w w . s i m p l i f y 3 6 0 . c o m BRANDS COVERED This report covers top 10 US media outlets, The Wall Street Journal, USA Today, The New York Times, Time, Fox News, CNN, CNBC, CBS News, ABC News and Huffington Post based on the audience base and social media presence. SOCIAL STATS FACEBOOK TWITTER LINKEDIN YOUTUBE GOOGLE+ 3.1 million likes 4.89 million followers 2.89 Million followers 2.58 million subscribers 47 million views 2.5 million likes 2.5 million followers 1,35,477 followers 12,729 subscribers 51 million views 8 million likes 12.8 million followers 1,92,392 followers 376,590 subscribers 2,576,633 followers 6 million likes 6.11 million followers 215,454 followers 70,934 subscribers 5,627,337 followers 8 million likes 4.18 million followers 27,500 followers NA 1,243,742 followers 14 million likes 13.7 million followers 76,762 followers 553,773 subscribers 613,080 subscribers 779K likes 1.58 million followers 62,794 followers 6860 subscribers 2,334,365 followers 2.2 million likes 3.26 million likes 14,336 followers NA 45,454 followers 7.3 million likes 3.46 million followers 45,755 followers 838,081 subscribers 1,504,167 followers 3 million likes 4.5 million followers 83,645 followers 25,025 subscribers 2,419,806 followers
  • 6. 6 | w w w . s i m p l i f y 3 6 0 . c o m SOCIAL MEDIA USAGE Social media has brought about a fundamental shift in the landscape of US media industry. This is the first time in the history where a newspaper or a TV channel has more online readers than subscribers. The primary advantage which various social media platforms offer media companies is a dedicated audience base and opportunities to initiate a dialogue. But unlike other industries, where customer service and sales promotion form a key component of their online strategy, media companies' main focus is on content dissemination. To achieve this effectively, most media outlets have diversified their online presence into a wide variety of content and region specific sub-channels. For example, The Wall Street Journal, apart from having a main Facebook page and Twitter handle, also has sub-channels like WSJ Opinion, WSJ Magazine, WSJ Korea, WSJ India etc. Also, most media companies use Twitter more prolifically than other platforms like Facebook and YouTube. Broadly speaking, Twitter is the preferred platform for breaking news or developing events, while Facebook and other sites are used for publishing stories with a longer shelf life. Another feature is the emphasis on visuals. Images and infographics form the majority of online content for news outlets. Even for news channels, there are more images/infographics posted on social networking sites than videos. Images have a dual advantage for content companies. "Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting. The television revolution that began half a century ago spawned a number of industries, including the manufacturing of TV sets, but the long-term winners were those who used the medium to deliver information and entertainment. The Internet also allows information to be distributed worldwide at basically zero marginal cost to the publisher. Opportunities are remarkable, and many companies are laying plans to create content for the Internet." - Bill Gates, 'Content is King'
  • 7. 7 | w w w . s i m p l i f y 3 6 0 . c o m One, it is mobile friendly, which just about the tops the 'To Do' list of every digital marketer. And secondly, Facebook and Twitter algorithms prefer images over plain text. Audience engagement is not just limited to comments on posts. Many companies invite user-generated content in the form of pictures, videos, photo captions etc. Another evolution of the way social media is used is the shift in emphasis from just getting 'likes' and 'followers' to ensuring there is active engagement. In other words, sharing is the new liking. Many commentators have termed this Social Media 2.0. Media companies have also been quick to leverage the popularity of their star journalists. Many famous journalists and commentators have a formidable online audience of their own. Their social media accounts serve as online pin boards for news outlets. And last but not the least; companies have begun to realize the value of human touch in online communication. For example, it is important to respond to readers' queries and comments across multiple platforms. But it is also important that this is done by an editor or journalist, and not by a computer. Companies which try to automate this process - by posting generic replies to readers' comments - have been the subject of much online ridicule. "The thought that so many people get their news from social media really is scary." -- Rush Limbaugh "From the streets of Cairo and the Arab Spring, to Occupy Wall Street, from the busy political calendar to the aftermath of the tsunami in Japan, social media was not only sharing the news but driving it." -- Dan Rather "I have a choice - I can either watch all the dailies, or I can follow the social media. I can't do both." -- Steven Spielberg
  • 8. 8 | w w w . s i m p l i f y 3 6 0 . c o m  Owned by Rupert Murdoch's News Corp.  It is the largest newspaper in the United States by circulation - 2.4 million copies, this figure includes nearly 900,000 digital subscriptions (as of March 2013) SOCIAL STATS  Facebook – 3.1 million likes, 102.5K talking about this  Twitter - 4.89 million followers  LinkedIn – 2.89 million followers  Foursquare - 301,748 follows  Google+ - 47 million views  YouTube - 12 channels, 15,692 videos, 223,171,120 views, 258,716 subscribers  Blogs - Law (http://blogs.wsj.com/law/),Photo Journal (http://blogs.wsj.com/photojournal/), Real Time Economics (http://blogs.wsj.com/economics/)  App - 1 million+ downloads (Android)  On FB and Twitter, there are two sub-groups:  Country-specific pages like WSJ Korea, WSJ Deutschland, WSJ Europe etc.  Content-specific pages like WSJ Opinion, WSJ Real Estate, WSJ Magazine etc.
  • 9. 9 | w w w . s i m p l i f y 3 6 0 . c o m SOCIAL MEDIA CONTENT STRATEGY The Facebook main page has an eclectic mix of stories, from technology, international news to personal finance. The posts link to the Wall Street Journal website. There is a focus on infographics on various topics.
  • 10. 10 | w w w . s i m p l i f y 3 6 0 . c o m More focus on Twitter than Facebook. Twitter feed includes retweets by WSJ journalists. On LinkedIn, the content chiefly revolves around career trends, boardroom battles etc. Also, more blog links are posted here than website links. On Foursquare, WSJ gives tips on notable local restaurants, bars, museums, shops and other interesting spots. The stories are featurish in nature. On Google+, there is an average of 3-4 posts per day, with liberal use of hashtags. The content is more about international politics and technology. YouTube content strategy is about promoting 'light' content. For the month of April, some of the most-watched videos were - 'Cellphone Video from South Korea ferry disaster' (44,164 views), Dude, Where's My Hearing? (About a Senator who accidentally sits in the wrong Senate hearing) (28,659 views) 'Lion King' Cast Serenades Australian Airplane (17,489 views) 'Obama and Pope Francis Meet for the First Time' (18,683 views) 'Prince George's Royal Outing' (22,379 views), 'Hundreds Missing after South Korean Ferry Sinks' (18,727 views), and 'Penguin dance sweeps Saudi Arabia' (19,362 views) Blood Moon: Lunar Eclipse turns Moon Bright red' (11,734 views). Other videos generally hover around the 1,000 views.
  • 11. 11 | w w w . s i m p l i f y 3 6 0 . c o m  Owned by Gannett Company.  It vies with WSJ for crown of widest circulated newspaper in US.  Current circulation of 1.8 million copies (print only). SOCIAL STATS  Facebook – 2.5 million likes, 135.4K talking about this  Twitter - 1.22 million followers  LinkedIn - 135,477 followers  Tumblr - http://usatoday.tumblr.com/  Google+ - 51 million views  YouTube - 3 channels, 1730 videos, 22,093,503 views, 12,729 subscribers  Instagram - 731 posts, 51,088 followers, 134 following  Pinterest – 12,631 followers, 687 following  App - 1 million+ downloads (Android) SOCIAL MEDIA CONTENT STRATEGY USA Today follows the widely-followed practice of having content-specific Facebook pages. Apart from its main USA Today pages, there are also pages like USA Today Travel, USA Today Life, and USA Today Sports etc. On the main Facebook page, it posts a mix of stories on politics, crime, sports etc. One notable feature is that it replies to user queries. For example, on a story about meteor showers, here were the responses:
  • 12. 12 | w w w . s i m p l i f y 3 6 0 . c o m It also asks users to post their pictures on various topics:
  • 13. 13 | w w w . s i m p l i f y 3 6 0 . c o m On Twitter, it offers a 'sneak peek' of the front page of the next day's edition. Here too it invites user-generated content. Also, not all tweets are story links.
  • 14. 14 | w w w . s i m p l i f y 3 6 0 . c o m On LinkedIn, there's a focus on infographics. On Tumblr, it drives engagement through creative pictures/infographics. Some of them are standalone, i.e. they don't link to any story on its website.
  • 15. 15 | w w w . s i m p l i f y 3 6 0 . c o m  It is owned by The New York Times Company.  They have won the most number of Pulitzer Prizes (112).  It is the third-most circulated daily in US. SOCIAL STATS  Facebook - 8 million likes, 306,554 talking about this  Twitter - 12.8 million followers  LinkedIn - 192,392 followers  Google+ - 2,576,633 followers, 17,065,830 views  YouTube - 376,590 subscribers, 168,707,131 views  Blogs -- (http://www.nytimes.com/interactive/blogs/directory.html?action=click&module=SiteIndex&contentCollection=Blogs&region=SiteIndex&pgtype=Homepage&t=qry551)  App - 5 million+ downloads SOCIAL MEDIA CONTENT STRATEGY Like most media outlets, NYT focuses more on Twitter than any other social media platform. On both Twitter and Facebook, there's a wide variety of news stories. NYT is able to leverage social media to keep its core audience engaged. Additionally, it has a wide variety of blogs, each with its dedicated twitter handle.
  • 16. 16 | w w w . s i m p l i f y 3 6 0 . c o m
  • 17. 17 | w w w . s i m p l i f y 3 6 0 . c o m  American weekly news magazine, published from New York City.  US readership base of 20 million. SOCIAL STATS  Facebook - 6 million likes, 783.5K talking about this  Twitter – 6.11 million  LinkedIn – 215,454 followers  Google+ - 5,627,337 followers, 104,625,531 views  YouTube – 70,934 subscribers, 43,524,498 views  Instagram - 1117 posts, 756,219 followers, 93 following  App - 500K+ downloads (Android) SOCIAL MEDIA CONTENT STRATEGY Time uses social media extensively for many of its popular content packages. For example, it asks readers to vote for its annual list of the most influential people in the world.
  • 18. 18 | w w w . s i m p l i f y 3 6 0 . c o m However, some of its 'light' news receives angry responses from readers who expect more meaningful content.
  • 19. 19 | w w w . s i m p l i f y 3 6 0 . c o m There's not much engagement on LinkedIn. One possible reason could be that it posts the same links on LinkedIn as it does on Facebook, Twitter etc. The content posted on LinkedIn by most US media companies relate to career, jobs etc. On Google+, the effort is to generate user-posted content.
  • 20. 20 | w w w . s i m p l i f y 3 6 0 . c o m There's not much use of YouTube. Till the third week of April, only one video was posted. In March, 20 videos were posted. Across all platforms, Time posts pictures of its iconic red border cover.
  • 21. 21 | w w w . s i m p l i f y 3 6 0 . c o m  Owned by Rupert Murdoch’s 21st Century Fox  Most watched news channel in US 1.1 million primetime viewers 1.7 million day viewers (Source - http://www.usatoday.com/story/money/business/2014/01/02/cable-news- ratings-2013/4296411/) SOCIAL STATS  Facebook - 8 million likes, 1,819,172 talking about this  Twitter – 4.18 million  LinkedIn – 27,500 followers  Google+ - 1,243,742 followers, 29,809,170 views  YouTube - No official account  Instagram - 477 posts, 28,881 followers, 39 following  Blogs: http://blogs.foxnews.com/ and http://foxnewsinsider.com/  App - 5 million+ downloads (Android) SOCIAL MEDIA CONTENT STRATEGY While Fox News' usage of Facebook and Twitter is similar to its peers, it uses Instagram well to drive engagement. For example:
  • 22. 22 | w w w . s i m p l i f y 3 6 0 . c o m Fox News does not have an official YouTube channel, which is surprising because of the many videos on the site which are critical of the channel's conservative stance. Similarly, on its blog page foxnewsinsider.com, show timings are prominently displayed on the main page.
  • 23. 23 | w w w . s i m p l i f y 3 6 0 . c o m
  • 24. 24 | w w w . s i m p l i f y 3 6 0 . c o m  Owned by Time Warner  Second-most watched news channel - 568K primetime viewers - 413K day viewers (Source - http://www.usatoday.com/story/money/business/2014/01/02/cable-news- ratings-2013/4296411/) SOCIAL STATS  Facebook - 14 million likes, 772,765 talking about this  Twitter - 13.7 million  LinkedIn - 76,762 followers  Google+ - 613,080 followers  YouTube – 553,773 subscribers  Instagram - 206 posts, 304,163 followers, 227 following  Blogs - http://edition.cnn.com/exchange/blogs/index.html  App - 5 million+ downloads (Android) SOCIAL MEDIA CONTENT STRATEGY CNN tries to drive engagement on Facebook by regularly replying to readers' questions. In fact, it has a separate department, named CNN Viewer Communications.
  • 25. 25 | w w w . s i m p l i f y 3 6 0 . c o m However, there seems to be a computer generated response for the queries, something which the readers too have discovered.
  • 26. 26 | w w w . s i m p l i f y 3 6 0 . c o m On Twitter, it retweets posts by individual twitter handles of CNN journalists/popular shows/content themes. His highest engagement rate on Instagram, even though it posts only once a day, or less. For the month of April (till 3rd week), only 7 links were posted on Instagram, but each post received an average of 3,294 likes.
  • 27. 27 | w w w . s i m p l i f y 3 6 0 . c o m  Owned by NBCUniversal  Focus on financial markets, economy and politics. SOCIAL STATS  Facebook - 779K likes, 53,487 talking about this  Twitter - 1.58 million followers  LinkedIn – 62,794 followers  Google+ - 2,334,365 followers  YouTube - 6,860 subscribers, 9,768,418 views  Instagram - 840 posts, 16,045 followers, 238 following  Live blogs  App - 500K+ downloads (Android) SOCIAL MEDIA CONTENT STRATEGY Instead of just focusing on news about stock markers, economics etc., CNBC has a mix of stories on technology, popular culture etc. across social media platforms. Of course, this strategy has its fair share of critics. But for its core audience, it tweets earnings announcements of companies, along with a link to the live stock prices.
  • 28. 28 | w w w . s i m p l i f y 3 6 0 . c o m Additionally, on its website, it live blogs important events, like company result announcements, IPO filings etc. However, this is done by most media companies for various events.
  • 29. 29 | w w w . s i m p l i f y 3 6 0 . c o m  Owned by American TV and radio network CBS. SOCIAL STATS  Facebook – 2.2 million likes, 108,923 talking about this  Twitter - 3.26 million followers  LinkedIn – 14,336 followers (CBS Corporation)  Google+ - 45,454 followers  YouTube – (Channel not available in India)  Instagram – 163 posts, 6,209 followers, 104 following SOCIAL MEDIA CONTENT STRATEGY Like many news channels, CBS tries to drive viewership through various social media platforms.
  • 30. 30 | w w w . s i m p l i f y 3 6 0 . c o m Additionally, the main twitter handle retweets posts by other CBS handles.
  • 31. 31 | w w w . s i m p l i f y 3 6 0 . c o m  Owned by The Walt Disney Company SOCIAL STATS  Facebook – 7.3 million fans, 437,550 talking about this  Twitter - 3.46 million followers  LinkedIn -45,755 followers  Google+ - 1,504,167 followers  YouTube – 838,081 subscribers  Instagram - 157posts, 25,246 followers, 52 following  Blogs - http://abcnews.go.com/blogs/  App - 1 million+ downloads (Android) SOCIAL MEDIA CONTENT STRATEGY ABC News follows most strategies adopted by its peers - focus on wittier, retweeting posts by its affiliated handles etc. However, the distinctive strategy by ABC News is its website, which has a separate section on the homepage for stories which are trending on social media.
  • 32. 32 | w w w . s i m p l i f y 3 6 0 . c o m
  • 33. 33 | w w w . s i m p l i f y 3 6 0 . c o m  Online news aggregator and blog, founded by Arianna Huffington.  In 2012, The Huffington Post became the first commercially run United States digital media enterprise to win a Pulitzer Prize. SOCIAL STATS  Facebook - 3 million likes  Twitter - 4.5 million followers  LinkedIn - 83,645 followers  Google+ - 2,419,806 followers|80,076,264 views  YouTube - 25,025 subscribers, 13,139,923 views  Instagram - 718 posts, 188,139 followers, 185 following  Blog - http://www.huffingtonpost.com/the-blog/  App - 1 million+ downloads (Android) SOCIAL MEDIA CONTENT STRATEGY Huffington Post has the most varied mix of content among major US media outlets - ranging from politics, technology, and personal finance to beauty tips, cat videos and viral stories. It has a distinct, engaging style of content presentation to drive traffic to its website.
  • 34. 34 | w w w . s i m p l i f y 3 6 0 . c o m
  • 35. 35 | w w w . s i m p l i f y 3 6 0 . c o m
  • 36. 36 | w w w . s i m p l i f y 3 6 0 . c o m For More Information: Contact: contact@simplify360.com Website: www.simplify360.com Social Network: Twitter: https://twitter.com/Simplify360 Linkedin: http://www.linkedin.com/company/simplify360 Tumblr: http://simplify360.tumblr.com/ Pinterest: http://pinterest.com/simplify360 Google+: google.com/+Simplify360 Facebook: https://www.facebook.com/simplify360 Blog: http://simplify360.com/blog/ Scribd: http://www.scribd.com/Simplify360 Instagram: http://instagram.com/simplify360 If you want to know more about product and service: Please contact us at contact@simplify360.com or fill in our online form LINK.