- The document analyzes the social media performance of top US newspaper brands on Facebook from July 1-31, 2016. - It finds that the New York Times had the largest fan base while USA Today showed the highest fan growth. Los Angeles Times had the highest engagement with posts. - Metrics covered include fan growth, engagement, posts, likes, shares, comments, and geographic distribution of fans for each newspaper brand.

1. Top US Newspaper
Brands on Social Media
July 1st – July 31st 2016

2. Top US Newspaper Brands : Social Media Report
This Report looks at how
Top US Newspaper Brands
performed on Social Media between
July1st – July31st, 2016

3. Comparison of
“Top US Newspaper Brands"
Facebook Pages
Jul 01, 2016 - Jul 31, 2016

4. New York Times had the largest fan base of 11,590,120 while USA Today showed the highest fan growth of 6.64%.
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
0K 2,000K 4,000K 6,000K 8,000K 10,000K 12,000K 14,000K
Growth%
Number of Fans
The Wall Street Journal Chicago Tribune New York Post New York Daily News
Washington Post Los Angeles Times The Boston Globe New York Times
The Denver Post USA Today The Chicago Sun-Times
Fans

5. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
The Denver
Post
The Boston
Globe
New York
Post
The Wall
Street
Journal
Los Angeles
Times
New York
Daily News
Chicago
Tribune
The Chicago
Sun-Times
Washington
Post
USA Today New York
Times
Egypt Myanmar United States Philippines Countries < 2% Nigeria Mexico Malaysia Other Countries India
Fans - Geography

6. Los Angeles Times had the highest PTAT of 38.73% as a percentage of its average number of Fans during this time
period.
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
0K 2,000K 4,000K 6,000K 8,000K 10,000K 12,000K 14,000K
Peopletalkingabout(as%ofFans)
Average Number of Fans
The Wall Street Journal Chicago Tribune New York Post New York Daily News Washington Post Los Angeles Times
New York Times The Boston Globe The Denver Post USA Today The Chicago Sun-Times
Conversations

7. New York Daily News published the greatest number of posts (2,923). Los Angeles Times had the highest average
engagement, with a score of 654.
0 500 1000 1500 2000 2500 3000 3500
0 100 200 300 400 500 600 700
The Wall…
Chicago…
New York Post
New York…
Washington…
Los Angeles…
The Boston…
New York…
The Denver…
USA Today
The Chicago…
Number of Posts
Engagement Score
Engagement Score Number of Posts
Engagement - Posts

8. USA Today received the most number of Likes (3,040,915), New York Times got the most number of Comments
(750,419) and Los Angeles Times had the most number of Shares (986,388).
0K 500K 1,000K 1,500K 2,000K 2,500K 3,000K 3,500K
The Wall Street Journal
Chicago Tribune
New York Post
New York Daily News
Washington Post
Los Angeles Times
New York Times
The Boston Globe
The Denver Post
USA Today
The Chicago Sun-Times
Likes Comments Shares
Engagement Breakdown

9. Most Engaging Brand Posts
Washington Post
31-JUL-16, SUN 10:02AM
"Donald J. Trump said I had nothing to say. I
do," writes Ghazala Khan for The Washington
Post.
via ..
ENGMT
.
LIKES COMMENT
S
SHARE
S
SENTIMENT
1,000 36,080 3,351 23,099 Positive
The Denver Post
30-JUL-16, SAT 8:58PM
Donald Trump had to be rescued by
Colorado Springs firefighters from a
stuck elevator. Then he criti ..
Washington Post
28-JUL-16, THU 10:18PM
"You have sacrificed nothing and no
one," he said in his speech directed at
Trump.
ENGM
T.
LIKES COMMENTS SHARE
S
SENTIMENT
1,000 1,032 1,140 1,532 Positive
ENGMT
.
LIKES COMMENT
S
SHARE
S
SENTIMENT
1,000 69,671 4,350 14,667 Positive

10. Most Engaging Brand Posts
Washington Post
28-JUL-16, THU 9:49PM
"Have you ever read the United States
Constitution?" Khizr Khan, the father of a
Muslim American sol ..
ENGMT. LIKES COMMENTS SHARE
S
SENTIMENT
1,000 28,437 2,322 11,797 Positive
Los Angeles Times
25-JUL-16, MON 11:15PM
“I wake up every morning in a house that
was built by slaves. And I watch my
daughters — two beautif ..
ENGMT
.
LIKES COMMENT
S
SHARE
S
SENTIMENT
1,000 34,490 4,107 28,196 Positive

11. New York Daily News published the most with 2,923 posts.
5%
9%
10%
21%
9%
7%
11%
11%
3%
4%
10%
Chicago Tribune New York Post The Boston Globe New York Daily News Washington Post Los Angeles Times
New York Times The Wall Street Journal The Denver Post The Chicago Sun-Times USA Today
Share Of Voice – Volume of Posts

12. USA Today received the largest volume of Likes (3,040,915).
1%
6%
1%
7%
17%
10%
25%
5%1%
0%
27%
Chicago Tribune New York Post The Boston Globe New York Daily News Washington Post Los Angeles Times
New York Times The Wall Street Journal The Denver Post The Chicago Sun-Times USA Today
Share Of Voice – Likes

13. New York Times received the largest volume of Comments (750,419).
2%
9% 1%
12%
21%
9%
24%
5%
1% 1%
15%
Chicago Tribune New York Post The Boston Globe New York Daily News Washington Post Los Angeles Times
New York Times The Wall Street Journal The Denver Post The Chicago Sun-Times USA Today
Share Of Voice – Comments

14. Los Angeles Times received the largest volume of Shares (986,388).
1%
9% 1%
15%
15%
22%
19%
3%
1% 0%
14%
Chicago Tribune New York Post The Boston Globe New York Daily News Washington Post Los Angeles Times
New York Times The Wall Street Journal The Denver Post The Chicago Sun-Times USA Today
Share Of Voice – Shares

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16. Analysis of
USA Today
Facebook Page
Jul 01, 2016 - Jul 31, 2016

17. Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY
5,157,401 321,110 6.64% United States
USA Today

18. Engagement Score Total Comments Number of Fan Posts
318 492,668 0
Total Posts Total Shares
1,360 637,321
Total Likes
3,040,915
BRAND POSTS
Brand Overview

19. 4,600K
4,700K
4,800K
4,900K
5,000K
5,100K
5,200K
30-Jun 7-Jul 14-Jul 21-Jul 28-Jul
Fan Growth
Total Fans
5,157,401
New Fans
321,110

20. Engagement
0
250
500
750
1,000
1-Jul 5-Jul 9-Jul 13-Jul 17-Jul 21-Jul 25-Jul 29-Jul
USA Today had an average engagement score of 318 and a highest of 724.

21. Community Analysis
USA Today fans are largely from United States followed by India.
Distribution of Fans
0K 500K 1,000K 1,500K 2,000K 2,500K 3,000K
United States
India
Philippines
Bangladesh
Pakistan
Nigeria
Myanmar
Egypt
Brazil

22. 0
10
20
30
40
50
60
70
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul
Brand Posts
Top keywords used Frequency
USA TODAY Life 92
BREAKING 75
Hillary Clinton 72
Democratic National Convention 66
Trump 59

23. 92%
3%
5%
Posititve Negative Neutral
Brand Posts - Engagement
USA Today receives more positive than negative vibes from comments on their Posts.
Sentiment of Brand Posts

24. Most Engaging Brand Posts
22-JUL-16, FRI 2:42AM
This woman does photoshoots for families
who have children with special needs. She
never takes a pen ..
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
1,000 26,419 864 17,537 Positive
20-JUL-16, WED 10:34AM
Dr. Ben Carson loosely links Hillary Clinton
and her "mentor" Saul Alinsky to Lucifer.
http://usat.l ..
14-JUL-16, THU 2:40PM
Rob wants to make sure Bella's final
days on Earth are spectacular.
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
1,000 7,282 1,750 32,372 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
1,000 33,143 3,028 42,940 Positive
NO
IMAGE
NO
IMAGE
NO
IMAGE

25. Brand Posts - Analysis
Brand Post Types Days of the week
0 200 400 600 800 1000
0 100 200 300 400 500 600
Links
Photos
Videos
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 50 100 150 200 250
0 100 200 300 400 500
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts

26. Analysis of
Los Angeles Times
Facebook Page
Jul 01, 2016 - Jul 31, 2016

27. Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
2,320,513 102,508 4.62%
United
States
Mostly Young, Male and
Single
Los Angeles Times

28. Engagement Score Total Comments Number of Fan Posts
654 300,644 0
Total Posts Total Shares
970 986,388
Total Likes
1,123,742
BRAND POSTS
Brand Overview

29. 2,160K
2,180K
2,200K
2,220K
2,240K
2,260K
2,280K
2,300K
2,320K
2,340K
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul
Fan Growth
Total Fans
2,320,513
New Fans
102,508

30. Engagement
0
250
500
750
1,000
1,250
1-Jul 5-Jul 9-Jul 13-Jul 17-Jul 21-Jul 25-Jul 29-Jul
Los Angeles Times had an average engagement score of 654 and a highest of 1000.

31. Community Analysis
Los Angeles Times fans are mostly Young, Male and Single Los Angeles Times fans are largely from United States followed
by India.
Fan Demographics Distribution of Fans
87%
13%
male female
0% 20% 40% 60%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40% 50%
Single
In a Relationship
Engaged
Married
UnKnown
0K 200K 400K 600K 800K 1,000K 1,200K
United States
India
Philippines
Brazil
Mexico
Pakistan
Egypt
Bangladesh
Canada
New Zealand

32. 0
5
10
15
20
25
30
35
40
45
50
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul
Brand Posts
Top keywords used Frequency
Los Angeles Times Opinion 84
people 50
Trump 37
police 30
Hillary Clinton 27

33. 2%
98%
Brand Participation Brand Non Participation
85%
8%
7%
Posititve Negative Neutral
Brand Posts - Engagement
Los Angeles Times responded to 18 conversations generated
by the 970 Posts they published.
Los Angeles Times receives more positive than negative vibes
from comments on their Posts.
Brand Responses Sentiment of Brand Posts

34. Most Engaging Brand Posts
25-JUL-16, MON 11:15PM
“I wake up every morning in a house that
was built by slaves. And I watch my
daughters — two beautif ..
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
1,000 34,490 4,107 28,196 Positive
19-JUL-16, TUE 12:24AM
Melania Trump spoke at the RNC Monday
night. People quickly pointed out that parts
of her speech app ..
15-JUL-16, FRI 4:00PM
Full day of high school. Full night of work.
Sleep at 3 a.m. Repeat.
.
This is Gaspar Marcos' story. ..
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
1,000 71,849 44,795 194,90
2
Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
1,000 116,034 14,963 194,24
5
Positive
NO
IMAGE
NO
IMAGE
NO
IMAGE

35. Brand Posts - Analysis
Brand Post Types Days of the week
0 200 400 600 800 1000
0 200 400 600 800 1,000 1,200
Links
Photos
Videos
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 50 100 150 200
0 200 400 600 800 1,000 1,200
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts

36. Analysis of
New York Times
Facebook Page
Jul 01, 2016 - Jul 31, 2016

37. Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY
11,590,120 154,325 1.35% United States
New York Times

38. Engagement Score
195
Total Posts
1,557
Total Likes
2,801,944
Total Comments
750,419
Total Shares
846,771
Most Engaging Content Type
Politics
Least Engaging Content Type
Question to fans
Most Prolific Content Type
Current Affairs
Most Engaging Campaign
#Manhattanhenge
Most Recent Campaign
#WorldCup
BRAND POSTS
Brand Overview
CONTENT & CAMPAIGNS

39. 11,350K
11,400K
11,450K
11,500K
11,550K
11,600K
11,650K
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul
Fan Growth
Total Fans
11,590,120
New Fans
154,325

40. Engagement
0
250
500
1-Jul 5-Jul 9-Jul 13-Jul 17-Jul 21-Jul 25-Jul 29-Jul
New York Times had an average engagement score of 195 and a highest of 325.

41. Community Analysis
New York Times fans are largely from United States followed by India.
Distribution of Fans
0K 500K 1,000K 1,500K 2,000K 2,500K 3,000K 3,500K 4,000K
United States
India
Brazil
Pakistan
Mexico
Philippines
Egypt
Canada
United Kingdom

42. 0
10
20
30
40
50
60
70
80
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul
Brand Posts
Top keywords used Frequency
New York Times Opinion 245
Trump 182
Donald J 166
News 128
Hillary Clinton 109

43. 90%
4%
6%
Posititve Negative Neutral
Brand Posts - Engagement
New York Times receives more positive than negative vibes from comments on their Posts.
Sentiment of Brand Posts

44. Most Engaging Brand Posts
23-JUL-16, SAT 9:55AM
Take a look around Mecca and Medina. Unless
you are Muslim, you aren't normally allowed
inside.
Yo ..
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
999 22,948 4,243 27,973 Positive
27-JUL-16, WED 11:55AM
Breaking News: Donald J. Trump called on
Russia to hack Hillary Clinton's email,
essentially sanctio ..
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
996 8,121 8,520 20,026 Positive
NO
IMAGE
NO
IMAGE

45. Brand Posts - Analysis
Brand Post Types Days of the week
0 200 400 600 800 1000 1200 1400
0 50 100 150 200 250 300
Links
Videos
Photos
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 50 100 150 200 250 300
0 50 100 150 200 250
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts

46. Most of New York Times posts were around 'Current Affairs', and posts around 'Politics' received the highest engagement.
Content Intel
0 50 100 150 200 250 300 350 400
0 50 100 150 200 250 300 350
Opinion Editorial
Politics
Event
Other
Articles
Sports
Science & Technology
Business & Economy
Engagement-oriented Posts
Brand Updates
Entertainment
Contest
Question to fans
Facebook App
Festivals & Greetings
Current Affairs
Number of Posts
Engagement Score
Engagement Score Number of Posts

47. Campaign Intel
Entire Campaign
0 5 10 15 20 25 30 35 40
0 50 100 150 200 250
The GRAMMYs 2016
Super Bowl 50
Portraits from the campaign trail
Number of Posts
Engagement Score
Engagement Score Number of Posts

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