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www.RivalIQ.com Digital Marketing Analytics with a Competitive Edge Swedish National Media RRI The Rival Results Index (RRI) Q4 2014
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Swedish National Media RRI
The Rival Results Index (RRI)
Q4 2014
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The RRI is a comprehensive analysis, scoring and ranking of a group of organizations in a specific industry on social media.
The RRI is designed to provide a competitive and data-driven view of a market across key social media measurements, including presence, audience, activity, engagement and top social content.
The RRI program, related processes and scoring is managed by Rival IQ, a digital marketing analytics firm based in the United States. All data for the RRI is based on the Rival IQ digital marketing analytics software.
Eljester (part of Resultatfabriken Group), a Sweden-based digital news media and consulting firm, managed this Swedish National Media RRI, selecting the participating media and auditing the scoring process.
The four social networks emphasized in this analysis based on the Swedish market are: Twitter, Facebook, YouTube, and Instagram, with extra points given for additional presence and following on LinkedIn and Google+.
What is the Rival Results Index (RRI)?
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RRI Scoring Categories
Social Presence
On which social networks is the company present with a valid handle and profile. Has created correct handles, such as a Company Page versus Personal Profile. Scoring evaluates top 4 channels: Twitter, Facebook, YouTube and Instagram, plus gives an extra point for LinkedIn or Google+ presence.
Social Audience Aggregate number of "followers" or "fans" across the top 6 social networks.
Social Total Engagement The total number of engagement actions across all tracked social channels for the Q4 2014 period (October 1 to Dec 31, 2014).
Average Engagement Rate -Twitter
The average number of interactions (retweets and favorites), per thousand followers, of this company's tweets during this time period. Must have posted at least 30 tweets over Q4 to be included.
Average Engagement Rate -Facebook
The average number of interactions (likes, comments, and shares), per thousand page Likes, of posts on this company's Facebook page during this time period. Must have posted at least 30 posts over Q4 to be included.
Average Engagement Rate -YouTube
The average number of interactions (likes, dislikes, and comments), per thousand Likes, of videos on this company's YouTube channel during this time period. Must have posted at least 30 posts over Q4 to be included.
Average Engagement Rate -Instagram
The average number of interactions (likes and comments), per thousand followers, of posts on this company's Instagram during this time period. Must have posted at least 30 posts over Q4 to be included.
Top Social Content Number of top 50 posts over Q4 2014 ranked by Engagement Rate, across Twitter, Facebook, YouTube and Instagram (max 200 total posts).
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RRI Scoring System: Max of 40 pointsTotal Score Social IQ Classification Detail
33 to 40 Superior Social IQ
The Rival to beat (and emulate). Follows best practices in social media. Presence
across at least four major social networks, with strong audience, activity and
engagement. Consistent top content across top two channels for this Landscape, Twitter
and Facebook, and extending reach and engagement to other channels.
25 to 32 High Average Social IQ
Ahead of the pack. You’re doing great, and headed in the right direction. You adhere
to most best practices. Presence across at least three major social networks. Strong
audience, activity and engagement, but not always consistent. A bit more work (and
potentially learning from the higher IQ players, could lead to a superior IQ).
17 to 24 Average Social IQ
Middle of the road social player. Present on social networks but not following
best practices or optimizing that presence. Inconsistent activity and engagement. You
need to increase all areas of social media activity. Focus on a strong, consistent presence
with logos, branding and positioning aligning. Build your audience with more loyal fans
and learn what content is more engaging. Emulate the higher IQ players in your market.
9 to 16 Below Average IQ
You are there but not really. You have some handles on some networks, but your
presence is inconsistent at best and your activity is lackluster. You need to make a
decision of go or no go. Are you in this game or do you want to stay on the sidelines?
You need to basically start over with your strategy. Establish better presences on top
networks, build your audience through organic and paid mechanisms, start increasing
your activity with engaging content for your audience, etc. If you don't have someone
dedicated to social media on your team, hire them.
8 and lower Extremely Low Social IQYou barely have a pulse on the social media landscape, and your competition does
not see you as a rival. Get some training, hire staff or find outside resources to help you.
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The 15 news organizations included in this RRI Landscape:
Swedish National Media RRI
For each of these organizations, the RRI analyzed the
social handles relevant to this media only. Parent
companies or associated organizations were not included.
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Media Sector: General national news in Sweden for a national and/or international audience.
Social Network Presence: Minimum presence of Facebook and Twitter.
Minimum Audience: At least 5,000 Facebook and 2,000 Twitter followers.
Activity Level: At least 30 posts per social network (Twitter, Facebook, Instagram and YouTube) over Q4, 2014.
To be included in this RRI evaluation, the media had to
meet the following qualifications:
Qualifications for this RRI
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Swedish National Media is increasingly social, and several are using multiple social networks to reach their audience.
Twitter and Facebook are the only two networks used by all companies in this analysis, with Facebook the most important from a community engagement perspective.
Social presences are varied, and several media have a handle but limited activity.
Social media posts are heavily focused on emotional topics rather than hard news to gain engagement.
Photographs are used nearly 100% of the time in the most engaging Tweets and posts (higher than overall averages).
There is a big gap in activity, engagement and success between the social leader and the followers.
Market Analysis
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High Facebook engagement:
• Swedish National Media are scoring higher engagement rates on Facebook than the industry average worldwide.
• Public service TV news show SVT Nyheter dominates Facebook with average Engagement Rate with ETC coming in second. The latter of the two is not a household name, so their relatively high score and reach on Facebook is impressive.
Instagram needs more attention by all media:
• TV4 Nyheter and TV4 Nyhetsmorgon’s use of Instagram proves there is a lot of engagement to be gained using Instagram. Both get more from their Instagram presences than any other Swedish national publication gets from Twitter, which is much more widely used by newsrooms.
Very low Twitter engagement:
• Twitter engagement is well below the industry average of 1.0 for leaders.
YouTube not optimized:
• YouTube is definitely not being leveraged for its video content. With only 8 of the media even present on the channel, engagement is low for everyone other than Nyheter24. TV channels, especially, need to reset their strategy with YouTube.
Biggest Surprises
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RRI Swedish Media Social IQ Results
Nyheter 24 is the media to watch and beat! Superior Social IQ.
TOTAL
Max Potential Score 40
1 Nyheter24 32 Superior Social IQ
2 Dagens Nyheter 24 High Average Social IQ
3 Expressen 23 High Average Social IQ
4 TV4 Nyhetsmorgon 23 High Average Social IQ
5 Aftonbladet 22 Average Social IQ
6 ETC 22 Average Social IQ
7 TV4 Nyheterna 22 Average Social IQ
8 Omni 20 Average Social IQ
9 Metro 20 Average Social IQ
10 Svenska Dagbladet 18 Average Social IQ
11 SVT Nyheter 18 Average Social IQ
12 The Local 13 Below Average IQ
13 Sveriges Radio Ekot 11 Below Average IQ
14 Magasinet Filter 10 Below Average IQ
15 Fokus 8 Below Average IQ
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RRI Swedish Media Detailed Scores
Note: If media had no presence or zero engagement, they received a zero for engagement rate on the relevant channel.
CategorySocial
PresenceSocial
AudienceSocial Total Engagement
Avg Eng Rate
Avg Eng Rate
Avg Eng Rate
YouTube
Avg Eng Rate
Top Social Content
TOTAL
Max Potential Score 5 5 5 5 5 5 5 5 40 Max Potential
Nyheter24 5 4 5 1 3 5 4 5 32 Superior Social IQ
Dagens Nyheter 5 4 4 1 4 0 3 3 24 High Average Social IQ
Expressen 4 5 5 1 3 1 0 4 23 High Average Social IQ
TV4 Nyhetsmorgon 5 3 3 1 4 0 4 3 23 High Average Social IQ
Aftonbladet 4 5 5 0 3 4 0 1 22 Average Social IQ
ETC 3 3 4 3 5 0 1 3 22 Average Social IQ
TV4 Nyheterna 5 3 4 1 3 0 3 3 22 Average Social IQ
Omni 4 1 1 2 2 0 5 5 20 Average Social IQ
Metro 4 2 4 2 3 0 0 5 20 Average Social IQ
Svenska Dagbladet 5 4 2 1 4 0 0 2 18 Average Social IQ
SVT Nyheter 2 3 3 1 5 0 0 4 18 Average Social IQ
The Local 3 2 1 2 2 0 0 3 13 Below Average IQ
Sveriges Radio Ekot 4 2 1 1 2 0 0 1 11 Below Average IQ
Magasinet Filter 2 1 1 2 3 0 0 1 10 Below Average IQ
Fokus 3 1 1 1 1 0 0 1 8 Below Average IQ
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Detailed Analysis
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Social Presence
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Social Presence
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Social Presence ScoresCategory Social Presence
Description
On which social networks is the company present with a valid handle and profile. Has created correct handles, such as a Company Page versus Personal Profile. Scoring evaluates top 4 channels: Twitter, Facebook, YouTube and Instagram, plus gives an extra point for LinkedIn or Google+ presence.
Detail Twitter Facebook YouTube InstagramLinkedIn or
Google+Potential Score 1 1 1 1 1
Nyheter24 1 1 1 1 1Dagens Nyheter 1 1 1 1 1Expressen 1 1 1 1TV4 Nyhetsmorgon 1 1 1 1 1Aftonbladet 1 1 1 1ETC 1 1 1TV4 Nyheterna 1 1 1 1 1Metro 1 1 1 1Omni 1 1 1 1Svenska Dagbladet 1 1 1 1 1SVT Nyheter 1 1The Local 1 1 1Sveriges Radio Ekot 1 1 1 1Magasinet Filter 1 1Fokus 1 1 1
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Social Activity
While we did not give a
score for social activity,
interesting to note that the
leader, Nyheter 24, is also
the most active across
multiple social networks
on activity.
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Social Audience
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Social Audience
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Social Audience Scores
Category Social Audience
Description Aggregate number of "followers" or "fans" across top 6 social networks.
Detail < 25,000 25 - 50,000 51 - 100,000 100 - 150,000 > 150,000
Potential Score 1 2 3 4 5
Nyheter24 4Dagens Nyheter 4Expressen 5TV4 Nyhetsmorgon 3Aftonbladet 5ETC 3TV4 Nyheterna 3Metro 2Omni 1Svenska Dagbladet 4SVT Nyheter 3The Local 2Sveriges Radio Ekot 2Magasinet Filter 1Fokus 1
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Social Total Engagement
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Social Total Engagement
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Social Total Engagement Scores
Category Social Total Engagement
DescriptionThe total number of engagement actions across all tracked social channels for the Q4 period (October 1 - December 31, 2014).
Detail < 100,000100,000 -200,000
201,000 -300,000
301,000 -400,000
> 400,000
Potential Score 1 2 3 4 5
Nyheter24 5Dagens Nyheter 4Expressen 5TV4 Nyhetsmorgon 3Aftonbladet 5ETC 4TV4 Nyheterna 4Metro 4Omni 1Svenska Dagbladet 2SVT Nyheter 3The Local 1Sveriges Radio Ekot 1Magasinet Filter 1Fokus 1
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Social Engagement Rate by Social Channel
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Twitter Average Engagement Rate
NOTE * Aftonbladet was disqualified for
Twitter engagement based on
questionable promotional practices.
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Disqualification: Aftonbladet
Aftonbladet was disqualified for this section, as the media did a quiz of the
day - when you answer "yes" it's a retweet and "no" is a favorite. This is an
invalid method that creates false twitter engagement. They ran this campaign
in September and October. So we are penalizing them for what we believe is
unethical use of Twitter engagement.
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Twitter Engagement Rate Scores
* Did a quiz of the day through September and October. When users answered "yes" it was a retweet and "no" was a favorite.
Unethical way of creating false twitter engagement. so they are being penalized with a "zero" score for Twitter engagement.
Category Average Engagement Rate - Twitter
DescriptionThe average number of interactions (retweets and favorites), per thousand followers, of this company's tweets during this time period. Media must have posted at least 30 Tweets during Q4 2014. If they have no presence or zero engagement, they will receive a zero.
Detail < 0.20 0.20 - 0.50 0.51 - 0.80 0.81 - 1.0 > 1.0Potential Score 1 2 3 4 5
Nyheter24 1Dagens Nyheter 1Expressen 1TV4 Nyhetsmorgon 1Aftonbladet * 0ETC 3TV4 Nyheterna 1Metro 2Omni 2Svenska Dagbladet 1SVT Nyheter 1The Local 2Sveriges Radio Ekot 1Magasinet Filter 2Fokus 1
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Facebook Average Engagement Rate
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Facebook Engagement Rate ScoresCategory Average Engagement Rate - Facebook
Description
The average number of interactions (likes, comments, and shares), per thousand page Likes, of posts on this company's Facebook page during this time period. Media must have posted at least 30 Facebook posts during Q4 2014. If they have no presence or zero engagement, they will receive a zero.
Detail < 2.0 2.0 - 4.0 4.1 - 6.0 6.1 - 8.0 > 8.0Potential Score 1 2 3 4 5
Nyheter24 3Dagens Nyheter 4Expressen 3TV4 Nyhetsmorgon 4Aftonbladet 3ETC 5TV4 Nyheterna 3Metro 3Omni 2Svenska Dagbladet 4SVT Nyheter 5The Local 2Sveriges Radio Ekot 2Magasinet Filter 3Fokus 1
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YouTube Average Engagement Rate
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YouTube Engagement Rate ScoresCategory Average Engagement Rate - YouTube
Description
The average number of interactions (likes, dislikes, and comments), per thousand Likes, of videos on this company's YouTube channel during this time period. Media must have posted at least 30 YouTube posts during Q4 2014. If they have no presence or zero engagement, they will receive a zero.
Detail < 1.0 1.1 - 2.0 2.1 - 3.0 3.1 - 4.0 > 4.0Potential Score 1 2 3 4 5
Nyheter24 5
Dagens Nyheter 0
Expressen 1
TV4 Nyhetsmorgon 0
Aftonbladet 4
ETC 0
TV4 Nyheterna 0
Metro 0
Omni 0
Svenska Dagbladet 0
SVT Nyheter 0
The Local 0
Sveriges Radio Ekot 0
Magasinet Filter 0
Fokus 0
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Instagram Average Engagement Rate
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Instagram Engagement Rate ScoresCategory Average Engagement Rate - Instagram
Description
The average number of interactions (likes and comments), per thousand followers, of posts on this company's Instagram during this time period. Company must have posted at least 30 Instagram posts during Q4 2014. If they have no presence or zero engagement, they will receive a zero.
Detail < 5 5 to 10 10.1 to 15 15.1 to 20 > 20Potential Score 1 2 3 4 5
Nyheter24 4
Dagens Nyheter 3
Expressen 0
TV4 Nyhetsmorgon 4
Aftonbladet 0
ETC 1
TV4 Nyheterna 3
Metro 0
Omni 5
Svenska Dagbladet 0
SVT Nyheter 0
The Local 0
Sveriges Radio Ekot 0
Magasinet Filter 0
Fokus 0
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Top Social Content
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Top Social Content Scores
Category Top Social Content
DescriptionNumber of top 50 posts over Q4 2014 ranked by Engagement Rate, across Twitter, Facebook, YouTube and Instagram (max 200 total posts)
Detail < 3 3 to 5 6 to 9 10 to 14 15+Potential Score 1 2 3 4 5
Nyheter24 5
Dagens Nyheter 3
Expressen 4
TV4 Nyhetsmorgon 3
Aftonbladet 1
ETC 3
TV4 Nyheterna 3
Metro 5
Omni 5
Svenska Dagbladet 2
SVT Nyheter 4
The Local 3
Sveriges Radio Ekot 1
Magasinet Filter 1
Fokus 1
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Top Social Content: Detailed Scoring
Category Top Social Content
DescriptionNumber of top 50 posts over Q4 2014 ranked by Engagement Rate, across Twitter, Facebook, YouTube and Instagram (max 200 total posts)
Detail Twitter Facebook YouTube Instagram Total
Potential Score 1 1 1 1 1
Aftonbladet 0 1 1 0 2Dagens Nyheter 0 6 0 3 9ETC 5 3 0 0 8Expressen 5 7 1 0 13Fokus 1 0 0 0 1Magasinet Filter 0 0 0 0 0Metro 20 10 0 0 30Nyheter24 4 6 48 4 62Omni 3 1 0 33 37Svenska Dagbladet 1 3 0 0 4Sveriges Radio Ekot 1 0 0 0 1SVT Nyheter 0 11 0 0 11The Local 8 0 0 0 8TV4 Nyheterna 2 0 0 4 6TV4 Nyhetsmorgon 0 2 0 6 8
Total Top 50 50 50 50 50
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