Social
Majority of Twitter users follow newspaper content
Source: YouGov. Sample size 1266 Twitter users
Followers
Non-followersSource: YouGov. Sample size 1266 Twitter users
Newsbrand followers visit Twitter more often…
Retweet interesting links and comments
Post links to articles Tweet about trending news topics
Reply to content and opinion posted by
newspaper brands/journalists
57%
43%
30%
22%21%
11% 10%5%
Follow newspaper brands
Do not follow
…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
The Times of London @thetimes 1h The original story of #12YearsASlave, The Times, February 12 1853 http: //thetim.es/1hoxWSx #EEBAFTAs pic.twitter.com/5GsMaFl1rs
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 socialin 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 7th March by all the most important online and offline publications, including all
major UK papers that the story went mainstream.
Views boosted on
the 7th.
A sudden boost of views occurred on 7th March
Kony 2012 – The story
Publisher Articles #
www.guardian.co.uk 21
www.telegraph.co.uk 10
www.bbc.co.uk 8
www.sabotagetimes.com 4
www.manmademag.com 4
www.amnesty.org 4
www.huffingtonpost.co.uk 3
http://buzz.bournemouth.ac.uk 3
www.wsc.co.uk 3
blogs.channel4.com 3
Top 10 online publications by volume of articles
Newsbrands played a key role in triggering buzz about Kony 2012
Kony 2012 – The story
7/8th March5/6th 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 ChildrenSocial media buzz, PropheseeGoogle searches, Google Insight for Search