Tag Archives: media

Most Popular Newspapers on Twitter: Guess Who’s #1?

Which US newspaper do you think is tops on Twitter? A new study by Searchmetrics reveals the leaders: The Washington Post, The New York Times and USA Today. These top three received the most mentions on Twitter in 2013; USA Today and the Washington Post also dominated the list of the top 10 most-tweeted newspaper website stories in 2013.

The Washington Post: most tweeted newspaper

The study ranked leading US newspaper sites by the number of tweets per week that were generated by the content on each site. Here are the top 10: 

  1. Washington Post (www.washingtonpost.com): 275,193 tweets per week
  2. New York Times (www.nytimes.com): 261,422 tweets per week
  3. USA Today (www.usatoday.com): 149,960 tweets per week
  4. Wall Street Journal (online.wsj.com): 134,248 tweets per week
  5. Los Angeles Times (www.latimes.com): 118,911 tweets per week
  6. New York Daily News (www.nydailynews.com): 51,877 tweets per week
  7. Chicago Tribune (www.chicagotribune.com): 17,777 tweets per week
  8. New York Post (www.nypost.com): 13,532 tweets per week
  9. Denver Post (www.denverpost.com): 8,887 tweets per week
  10. Chicago Sun-Times (www.suntimes.com): 4,982 tweets per week

One USA Today article was the most tweeted newspaper website story of the year, with 408,816 tweets during 2013.  USA Today published four of the ten most tweeted stories in 2013; the Washington Post is responsible for five. See the press release for a full list of these stories.

Clearly, users are consuming – and sharing – news via Twitter.  Can newspapers do more to drive additional traffic to their content from the social platform?

Top Magazines on Google+ Have Larger Fan Base But Less Engagement Than On Facebook

Even Top magazine brands let Google Plus communities languishThe buzz about Google Plus was grim as 2012 began: “a virtual ghost town compared to Facebook” was how the platform was described in February, as the rapid user growth following its June 2011 launch leveled off — and data revealed that those who signed up were doing little after that. By November 2011, comScore reported that 15.2 million U.S. visitors spent an average of 5.1 minutes per month on Google+ as compared to the average 394 minutes spent on Facebook by over 166 million U.S. visitors.

The Digital IQ Index®: Magazines report released in June by think tank L2 is a study that ranks magazine brands in 11 categories according to their “competence” in adapting to “the increasingly digital landscape.” L2 recently posted details that zero in on the largest magazine communities on Google Plus. Even though many of the brands’ Google Plus communities are larger than their Facebook communities, they’re getting less engagement from Google Plus communities. It appears that this may be simply that the brands are not reaching out as much.

Community Size: Impressive. Engagement? Not So Much.

Noting that the size of many magazines’ Google+ communities is all the more impressive given that Google+ Pages for companies and brands was only launched in November, L2 reveals that the top five magazine brands on Google+ (Glamour, Wired, Time, The Economist and Vogue) have over 1 million members. Of the top five, four have larger communities on G+ than they do on Facebook (12 of the 80 magazines studied have larger G+ communities).

#RLTM: Top 5 Magazine Brands on Google Plus












But despite the impressive numbers, Facebook outperformed G+ as measured in likes, shares and comments for the 10 largest Google+ magazine communities — the brands listed above and ELLE, Martha Stewart Living, Entertainment Weekly, InStyle and Motor Trend.

#RLTM: Engagement of Magazine Brands on Google Plus














L2 attributes this lack of engagement to the fact that “unlike on Facebook, where brands are conscientious about updating content regularly and engaging meaningfully with fans, on Google Plus, the effort put forth by brands’ page managers is often sporadic and at times, lazy.”

A quick look at the top Google+ magazine communities confirms this. Across the 10 brands, the average number of posts to pages for the August 20-24 business week was under 17, an average of 20 fewer posts than were made to the Facebook pages in the same period.

Of the seven larger communities, only Wired (also the single magazine brand ranked a “Digital Genius” in the L2 study) and Martha Stewart Living gave Google+ and Facebook nearly equal attention.

Interestingly, two of the three smallest communities among the 10 — Motor Trend and InStyle — posted significantly more content to Google+  than the brands with larger communities, nearly matching the number of their posts to Facebook. This does not appear to in itself affect the level of engagement. Motor Trend’s G+ community seems highly engaged, with at least one post in the period receiving over 2,000 +1’s, 875 reshares and 431 comments; no other post to G+ by any of the 10 magazine brands garnered this level of engagement. The InStyle G+ community, fed as well as its Facebook community, is lackluster.

Multiple factors appear to be at work, but are you surprised that many magazines seem to have simply ignored their Google+ communities? Any thoughts to add about the possible why?

AOL Uses Social Media Analytics To Drive Support For TOMS #WithoutShoes Campaign

TOMS Partners With AOL For #withoutshoes Campaign

Rather than using social media metrics as an afterthought to evaluate the efficacy of a campaign, AOL recently used them to drive participation in a TOMS Shoes campaign by setting a shared goal, and then publicly tracking progress against that goal.

On April 10 , TOMS Shoes asked people to participate in its annual “One Day Without Shoes” campaign, which is designed to show the impact a pair of shoes can have on a child’s life.  The campaign used social media to encourage supporters to amplify the message and share their experiences using the #withoutshoes hashtag.  AOL signed on to help create online buzz before the event, and AOL made social media analytics the centerpiece of its efforts to motivate fans to create more buzz.

AOL asked consumers to help distribute the #withoutshoes messages to over 1 million people before the actual “One Day” event on April 10th.  AOL then reported the messages ‘reach’ on each day of the campaign to keep supporters energized and show them the results of their efforts.

Based on data provided by analytics firm Simply Measured, the campaign achieved a potential reach of 30 million — with AOL being a significant and consistent driver of about 15% of that activity.

According to the AOL blog, the campaign’s initial goal was set at an even more modest 100,000, which AOL adjusted to 1 million after reaching that initial goal in less than 18 hours.

In order to reach its more ambitious goal, AOL used its various media assets to offer a range of ways for people to get involved in the campaign–and then encouraged supporters to share their support online.  For instance, About.me encouraged members to change their profile page in support of the campaign, MapQuest advertised the campaign at the top of its maps, and the AOL mail sign in page was donated to advertise the campaign.  Every call to action had a strong social component to make sharing easier.

Throughout the campaign, AOL used realtime social media analytics to track and adjust its efforts–and to keep supporters updated and motivated.  As AOL Social Media Director Matthew Knell told Simply Measured, “AOL was able to measure the real-time potential audience for our social campaign activity…  [This] allowed us to understand how our message was being spread and to optimize our tactics.”

In this case analytics helped not only to measure the campaign’s success, but also to drive consumers to support the hashtag by rallying them around a common goal: reaching as many potential supporters as possible.

Have you considered using realtime analytics to drive consumer participation in a campaign?

CNET Has Increased its Facebook and Twitter Audience 6x — by Focusing on the Basics

CNET has built its Facebook audience 6x in the last year with promotions like this one.One year ago, CNET hired Nathan Bransford  as social media manager to revitalize the brand’s social media efforts.  The result of his one-man endeavor?  A 6X increase in audience on Twitter and Facebook. CNET increased its Facebook likes from 69,000 to 428,000 (up 520%), while its Twitter followers grew from 24,000 to 105,000 (a 338% gain).

Bransford spoke recently at SES/Connected Marketing Week, and explained how he produced the dramatic jumps on the social sites, as reported by ClickZ.  He said there is no social media magic bullet that will lead to success.  Nor does it require money or a big advertising campaign. “What’s important is being consistently good, and consistently giving people things that they want,” he said.

Bransford attributes his success to focusing on these simple and basic rules of engagement:

  • Make sure to include Facebook Like and Twitter Follow buttons in the site toolbar. Make them available on every page.
  • Optimize the size and look of the buttons.
  • Measure results and fix what isn’t working.
  • Don’t over-message.  Bransford posts four to six times a day on Facebook and sends 10 to 20 tweets times. More than that will cause people to tune out and quit following you.
  • Use tools to schedule posts and maintain an even flow.
  • Track links and traffic — for your own activities and for your competitors’.

Bransford says organic growth can work by itself.  Let us know if you agree!

Realtime Networked Audiences: Context + Topic + Timing

The SocialFlow research includes intricate network graphs that indicate the topics most discussed by each audience.

Network graph of topics discussed by Al Jazeera English Twitter followers. Click the image to explore a larger version, courtesy of SocialFlow.

The shift from a  broadcast to a networked means of communications is completely changing the dynamics of publishing.  Rather than establishing and controlling discrete publishing channels to broadcast to different audiences, content distributors need to learn to engage different audience types within a single “digital space.”  In the context of realtime social networks, the only way to ensure your content is reaching and engaging the right audience is to understand the conversation that your target audience is having.

This makes things a lot more complicated for publishers and marketers.  But it also offers incredible opportunities to target based on context and content, and, if done right, it greatly increases the levels of engagement you can achieve.

In a new report called  Engaging News Hungry Audiences Tweet by Tweet, SocialFlow’s Research and Development team, headed by Gilad Lotan,  dissect bit.ly and Twitter data of the followers of 6 major news Twitter accounts (@AJEnglish, @BBCNews, @CNN, @TheEconomist, @FoxNews and @nytimes). Their analysis is based on  over 20 million tweets posted by about 7 million users.

Social Flow (which was a sponsor at our Realtime NY 11 conference) looks at the data in a number of ways. First they report some straightforward, who-is-the-audience data:   the overall audience size, how big is the intersection between the audiences,  how active is each account’s audience on Twitter based on its average number of friends, followers and tweets sent.

Where things get really interesting, however, is when the team digs into things that are unique to networked audiences:  levels of engagement as measured by both clicks and retweets, and the topics that are being discussed by each audience.  It’s here that the data reveals some stunning and crucial insights into how audiences on realtime networks behave.

1. Audience size is not a predictor of audience engagement.  We’ve heard this one before, and this report confirms it.  The New York Times has the largest audience on Twitter, as measured by number of Twitter followers.  But The Economist generates far more clicks per tweet.  Even though the size of The Economist’s audience is less than a third of the New York Times’, it is generating hundreds more clicks per shared link.

Two ways of measuring engagement, clicks vs retweets, yield entirely different results.

2. Clicks and retweets are completely different types of engagement, and don’t necessarily go hand-in-hand.  The Economist’s Twitter followers are more likely to click on links than Fox News or Al Jazeera English Twitter followers.  But AlJazeera’s audience is more likely to share content by retweeting it.

Which is the more important measure of engagement? Retweets indicate a high level of trust and the potential for a larger audience through content-sharing.  But clicks are crucial to driving earnings and sales for brands and publishers.  It’s important to be clear about which you’re trying to accomplish.

3. Audience = Network + Topic + Timing.  Realtime networked audiences are transient.  They are quick to jump from one conversation to another.  To earn the attention of an audience, publishers and marketers need to understand the topics being discussed by a networked audience at any given time.  According to SocialFlow, this means “having realtime information about topics being discussed by a networked audience at any given time yields high potential for engagement.”

Realtime data is powerful stuff, and we’re just at the beginning of learning how to understand and use it.  The actions that a networked audience takes yields far more direct data than we were ever able to get on audiences on TV, radio, print or even most spaces on the web. This includes both long-term historical data, such as click and retweet patterns, and realtime data such as topics and conversations.  Both types of data can, and should, be used to inform content  strategies and marketing planning.

Can You Identify the Audience?

Below are a couple of details from the network graphs of topics being discussed by @FoxNews followers and those being discussed by @AJEnglish followers.  In each case, I’ve applied the same level of zoom to the image, and centered it on the topic “tcot” (short for “top conservatives on twitter”).  Larger circles means the term appeared more frequently, circles that are closer together indicate that the terms appeared in related tweets.  Brown circles are Twitter accounts that were being frequently retweeted.

Can you identify which detail is from the Fox News audience graph, and which from Al Jazeera English? I’ll post the answer in a comment next week!

Graph #1: Detail of one of the network graphs created by SocialFlow, centered on “tcot”:

Detail of network graph showing topics being discussed by followers of one of the news accounts analyzed by SocialFlow

Graph #2: Detail of another one of the network graphs created by SocialFlow, also centered on “tcot”:

Detail of network graph showing topics being discussed by followers of another one of the news accounts analyzed by SocialFlow

Facebook Posts Receive 50% of ‘Likes’ Within First Hour and 20 Minutes


A new study released by social analytics firm Visibli reveals that a Facebook post goes ‘stale’ after about 1 hour and 2o minutes.  While this may seem short, it’s at least better than Twitter, where “95% of re-tweets happen in an hour” as reported by AdAge.

Visibli looked at the behavior of 200 million Facebook users — approximately one-third of Facebook’s total membership. By tracking the number of “likes” and “comments” that each post received over time, Visibli determined the ‘resiliency’ of each post. Facebook posts receive:

  • 50% of their Likes in the first 1 hour and 20 minutes
  • 80% in the first 7 hours
  • 95% within 22 hours

AdAge reports that PepsiCo‘s head of digital, Shiv Singh, said this is in keeping with PepsiCo’s research, and there is a “sharp drop-off in engagement with a post after 12 hours.”  Mr. Singh, who will be speaking at Realtime NY 11 on June 6,  said PepsiCo has also done research on the best days of the week and the best time of day for Facebook messages, but the company remains more focused on the number of impressions, likes, and comments that each post receives rather than how long it ‘lasts’.


Additional highlights from the Visibli report:


  • Audi’s Facebook Page has the most engaged fans, beating Justin Bieber and Lady Gaga.  Visibli reviewed pages with over 100,000 Likes, and although brands overall performed poorly compared to artists and media organizations, Audi was a significant exception, receiving over 225 Likes (per 100k fans) for each Facebook post.
  • On average, artists’ posts receive 92 Likes per post, almost twice the number of Likes for media organizations and brands.
  • Media organizations receive 2.5x as many Comments on their Facebook posts as artists, and 5x as many as brands.
  • For brands and media organizations, Pages with fewer fans have greater engagement on a per capita basis than Pages with a higher number of fans. As the number of fans on a Page increases, engagement levels decrease.
  • The opposite was true for artists: as the number of fans on an artist’s Page increased, fan engagement also increased.

How To Engage Your Facebook Fans: NPR’s 1.4 Million Strong

Over 1.4 million fans comment and share stories on NPR‘s Facebook page, and Nieman Journalism Lab reports that this is one of the most popular media outlets on Facebook.

The referral traffic on NPR’s Facebook page has grown from 1.5 million in August 2010 to 4.5 million pageviews a month. While that traffic used to result largely from fans clicking on links that NPR posted, now as much as 50% comes from links that fans decide to share themselves, showing a high level of audience engagement.

How does NPR determine which stories to post on Facebook, and what will create the highest engagement with their Facebook fans? Continue reading

Bravo's Twitter Followers Get Special Showcase

Bravo recently launched @BravoTV, a browser-based dashboard offering fans who use Twitter an enhanced environment for discussing the channel’s shows. It was created in collaboration with Twitter executives, who provided insight and feedback.

As described by PaidContent.org, visitors to @BravoTV can join topics of conversation by clicking on an assortment of colored talk-bubble icons surrounding a selection of Bravo shows. The size and coloring of those icons, which are driven by algorithms combing Twitter for relevant chatter, conveys how recent or active a Twitter conversation is. Continue reading

TWTRCON SF 2010: The Case Studies

Hey @SouthwestAir! Look how fat I am on your plane! Quick! Th... on TwitpicTWTRCON SF 2010 will be a one-day total immersion in the case studies, the practical skills and the tools that companies need to stay at the cutting edge of the real-time web.  We’ve added a lot of beefy content for the November 18 event (download a PDF of the full agenda here), but the heart and soul of TWTRCON have always been the case study presentations.

At TWTRCON SF 2010, we’re excited to have confirmed speakers from a broad range of brands.  Some speakers may be familiar to you, like Ford Motor Company’s Scott Monty, but we also have stories from small businesses (The Roxy Theatre, Curry Up Now) and from companies less familiar to U.S. audiences, such as India’s Parle Agro.  If you’re looking for a reason to register now, you don’t need to look much further than this lineup: Continue reading

77% of NPR Twitter Followers Get Most Or All Of Their News Online

NPR has released the results of a survey of its Twitter followers, which also incorporates the results of its earlier survey of NPR fans on Facebook.  The NPR Twitter survey was fielded between August 25 and September 9, 2010, promoting it through its main Twitter accounts. A total of 12,227 respondents began the survey and 10,244 of them completed it. Among the respondents, 54% were women while 46% were men; with a median age of 35, respondents skewed younger than both NPR radio listeners (median age: 50) and NPR Facebook fans (median age: 40).

Amongst other findings, the survey shows that NPR’s Twitter followers tend to be more avid consumers of news on a variety of digital platforms: Continue reading