Social Deep Dive

Table of contents Key readership facts 4 Newswhip analysis 8 Overview 9 Newsbrands & Facebook 12 Newsbrands & Twitter 22 News on the tweet 29 Summary 32 Newswhip methodology 33

@thetimes @Independent @TheSun @guardian @DailyMirror @EveningStandard @MetroUK @MailOnline @Telegraph

of all social media users 30 million social media users read newsbrands every week That’s 75% of all social media users Daily newspaper via mobile/PC in last 7 days Social networking site visited in last 7 days – All devices – Facebook/Instagram/LinkedIn/MySpace/Pinterest/Twitter/Vine Source: TGI Clickstream Mobile 2017 Q2

Digital newsbrand readers are more likely to use social media for different activities Daily newspaper via mobile/PC in last 7 days Watch TV ever Listen to the radio ever Source: TGI Clickstream Mobile 2017 Q2

In fact, digital newsbrand readers are more likely to use social media for different activities Daily newspaper via mobile/PC in last 7 days Watch TV ever Listen to the radio ever Source: TGI Clickstream Mobile 2017 Q2

Newsbrands make social media twice as effective For more information visit: https://effectiveness.newsworks.org.uk/ipa-databank-study-2016/ Newsbrands make social media twice as effective Source: IPA Databank UK case studies 2012-2016 (52% of all cases)

UK newsbrands have driven 1 UK newsbrands have driven 1.1 billion social media interactions in the last 12 months globally 957m interactions 97m interactions 10m interactions 2m interactions Interactions: Facebook (likes, shares and comments), Twitter (Shares), LinkedIn (Shares), Pinterest (Shares) – GLOBAL DATA Source: Newswhip Aug ‘16 – Jul ‘17

UK newsbrands reach on social media is growing.. Social media interactions (000) Interactions: Facebook (likes, shares and comments), Twitter (Shares), LinkedIn (Shares), Pinterest (Shares) – GLOBAL DATA Source: Newswhip Aug ‘16 – Jul ‘17

UK newsbrands have more interactions than Buzzfeed or the BBC Social media interactions (000) Interactions: Facebook (likes, shares and comments), Twitter (Shares), LinkedIn (Shares), Pinterest (Shares) – GLOBAL DATA Source: Newswhip Aug ‘16 – Jul ‘17

UK newsbrands and Facebook

Facebook is the leading social networks used weekly for news in the UK 2,149 Adults aged 18+ ‘’Which, if any, of the following have you used for any purpose/for reading, watching, sharing, or discussing news in the last week?’’ Source: Reuters Institute for the Study of Journalism - Digital News Report 2015

Facebook is the most popular social media brand for UK newsbrands Social Media Interactions (000) Interactions: Facebook (likes, shares and comments), Twitter (Shares), LinkedIn (Shares), Pinterest (Shares) – GLOBAL DATA Source: Newswhip Aug ‘16 – Jul ‘17

Over the last few years, likes for newsbrands pages have been steadily increasing Facebook page likes (000s) Source: Facebook June 13 – June 17

They have been fuelling conversation Facebook interactions (000s) Source: Newswhip Jun ‘16 – May ‘17

Online newsbrand readers are more likely to use Facebook compared to other media users Daily newspaper via smartphone ever (weekly reach) Using a social networking site/app ever (weekly reach) Listening to any radio ever (weekly reach) Any TV ever (weekly reach) Source: IPA TouchPoints 2016

The most shared stories were published between 4pm and 10pm What’s the best time to post a story on Facebook? % of Top stories shared at this time The most shared stories were published between 4pm and 10pm Times are GMT. Based on data from MailOnline, BuzzFeed, Huffington Post, Upworthy, The New York Times, Elite Daily, MTV and Fox News Source: Newswhip Blog

Examples of stories popular on Facebook Source: Newswhip Jun ‘16 – May ‘17

“ Developing newsbrand reading habits I think I first saw the Guardian on Facebook. Friends just started posting links to articles. I found myself clicking on them. After a while I liked the page and began reading more. Then when I started getting the train regularly I found myself buying the paper for the journey Camille, 23 Source: Newsworks, Generation News 2015

73% of Millennials say they that: Developing newsbrand reading habits “ 73% of Millennials say they that: If I hear about an interesting news story on social media I’ll go to my preferred newspaper website to get more info Source: Newsworks, Generation News 2015

UK newsbrands and Twitter

Over the last few years, more and more people are following newsbrands Twitter followers (000s) Source: Twitter June 13 – June 17

They have been fuelling conversation Twitter followers (000s) Source: Newswhip Jun ‘16 – May ‘17

Online newsbrand readers are more likely to use Twitter compared to other media users Daily newspaper via smartphone ever (weekly reach) Using a social networking site/app ever (weekly reach) Listening to any radio ever (weekly reach) Any TV ever (weekly reach) Source: IPA TouchPoints 2016

Examples of some stories popular on Twitter 67k 53k 71k 20k 5k 58k Source: Newswhip Jun ‘16 – May ‘17

UK newsbrand are often conversation catalysts on Twitter Following The Mail on Sunday's publication of an extract from Lord Ashcroft's unathorised biography of David Cameron 'Call me Dave', #Hameron #Oink and #piggate were trending on Twitter.

UK newsbrand are often conversation catalysts on Twitter A Twitter account @Cameron’s Pig was created within minutes and gained over 15,000 followers within 24 hours..…

Interaction with the news on Twitter Twitter adds four core benefits as a new platform for users Interaction with the news on Twitter Gossip/Banter I want to relax and enjoy myself Twitter has a unique humorous side to news stories. It’s a backstage pass into the lives of celebrities and allows me to be part of the gossip. Knowledge I want to be the first to know Twitter gives me instant access to the news and is where news stories tend to break first. It’s the best place to follow news stories as they develop during the day. Community I want to find out about things I care about Twitter gives me the chance to engage with stories relevant to me with a community of like-minded people. Discovering people with shared interests I wouldn’t otherwise meet through shared news interests. Opinion I want to know what people think Twitter is a way of discovering different points of opinion and commentary on news stories. More personal opinions of celebrities/writers. Source: Newsworks, #NewsOnTheTweet 2014

Interaction with the news on Twitter Twitter adds four core benefits as a new platform for users Interaction with the news on Twitter Gossip/Banter Witty and celebrity columnists Newsbrands are responsible for some of the most popular individual tweeters. Individual journalists are key contributors to the humour content on Twitter. Knowledge Trusted instant updates Newsbrand handles provide legitimacy and authority when news is breaking on Twitter. They also provide journalists that offer quicker, more accurate instant updates on stories as they happen. Community An opportunity to connect with like-minded content and people Through their sub-section handles and the overarching strength of newsbrand identities newsbrands offer users the opportunity to discover more content that is relevant to them and engage with other people through these communities. Opinion Honest and expert opinions and debate Newsbrands offer expert opinion pieces and the individual journalists offer honest and frank opinions as well as engaging with followers. Source: Newsworks, #NewsOnTheTweet 2014

Newspaper brands provide detailed analysis behind 140 character Tweets The whole is stronger than the sum of the parts Newspaper brands provide an authoritative viewpoint and offer verified news in a user generated content world. Twitter helps newspaper brands to become part of breaking news in people’s minds through instant updates Newspaper brands provide detailed analysis behind 140 character Tweets Twitter provides opportunities for users to engage with newspaper brands that they wouldn’t normally read in other formats. Newspaper brands offer content and recognisable brands that can bring people together through shared interests Twitter enables newspaper readers to connect with newsbrands and content in a more direct dialogue Source: Newsworks, #NewsOnTheTweet 2014

Summary UK newsbrands have driven 1.1 billion social media interactions in the last 12 months Massive shared audiences on a daily basis Facebook sharing is increasing UK newsbrand audiences, this is vital to social media velocity Wide range of stories to tap into for advertisers NEWS

Methodology What Are NewsWhip’s Social Rankings? Each month, NewsWhip publishes lists of the top social publishers of the previous month, covering Twitter, Facebook and sometimes LinkedIn and Pinterest.The rankings are based on the number of shares, tweets, comments and other interactions accrued to content published by each site in the relevant month. What content is covered? For Facebook, NewsWhip combines the total number of likes, shares and comments on content published during that month alone. For Facebook, if someone on a site uses an on-site share button to share an article to their timeline, that action counts as one share. If someone copy-pastes the link directly to Facebook, that share will count in the exact same way. The rankings have nothing to do with the number of people who ‘like’ a publication’s Facebook page that month, although that may have some effect on how engaged the audience is with the content. A publisher with many “likes” has better audience access and may have access needed to drive more activity around their content. For Twitter, NewsWhip counts the total number of tweets that include links to each publisher’s articles (that includes re-tweets) from that month. Twitter favourites are not currently included. For all sites, the figures relate solely to content published during the month in question alone. Older content that continued going viral, or archived material posted without a new URL is not taken into account. Where does the data come from? All the data comes from Spike, which monitors about 50,000 publications in 12 languages, categorising content from each one by country, topic and publisher, and gathering data on topics, authors, and videos associated with each story. Spike tracks the speed at which each story spreads on Facebook and Twitter.