Social. Global social media interactions* from UK newsbrand articles are growing rapidly Source: Newswhip UK Newsbrands: dailymail.co.uk, theguardian.com,

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Presentation transcript:

Social

Global social media interactions* from UK newsbrand articles are growing rapidly 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

UK newsbrand articles’ Facebook likes have more than doubled in the last year Source: Newswhip UK Newsbrands Jan-May 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)

Facebook is the most important social media brand for newsbrands Source: Newswhip UK Newsbrands total interactions Jan-May 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) Share of UK newsbrands interaction by social media brand

Majority of Twitter users follow newspaper content Source: YouGov. Sample size 1266 Twitter users

Followers Non-followers Source: YouGov. Sample size 1266 Twitter users Newsbrand followers visit Twitter more often…

…And are much more active Twitter users Source: YouGov. Sample size 1266 Twitter users

It is important that news on Twitter is verified by a respected brand Source: YouGov. Sample size 1266 Twitter users Newsbrands bring trust to news on Twitter

say that “It is important that news on Twitter links to more in-depth analysis/articles.” Source: YouGov. Sample size 1266 Twitter users Newsbrands also offer context and more information about news

The influence of mainstream media on social in boosting conversation, buzz and video views Human rights group Invisible Children released viral video, Kony 2012, highlighting the atrocities committed by Ugandan war lord Joseph Kony Kony 2012 – The story

Kony 2012 – the video goes viral… It wasn’t until the story was reported on 7 th March by all the most important online and offline publications, including all major UK papers that the story went mainstream. Views boosted on the 7 th. A sudden boost of views occurred on 7 th March Kony 2012 – The story

PublisherArticles # blogs.channel4.com3 Top 10 online publications by volume of articles Newsbrands played a key role in triggering buzz about Kony 2012 Kony 2012 – The story

7/8 th March 5/6 th March Video views: 9m Social media buzz: 238k Google Searches: Index 3 Video views: 55m Social media buzz: 1.5m Google Searches: Index 10 NEWS +611% +630% +333% The importance of mainstream media …in helping to create the most successful viral video of all time Kony 2012 – The story Sources: Video views, Invisible Children Social media buzz, Prophesee Google searches, Google Insight for Search