Social

record highs on social media UK newsbrands hit record highs on social media @thetimes @Independent @guardian @DailyMirror @EveningStandard @MetroUK @MailOnline @Telegraph Analysis of Newswhip data from June 2015 – May 2016 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, thetimes.co.uk, dailystar.co.uk (May 2014), thesun.co.uk (May 2016) Interactions: Facebook (likes, shares and comments), Twitter (Shares), LinkedIn (Shares), Pinterest (Shares)

It’s not just trivia, lists and snippets… 9% Current Affairs 47% World news 29% UK news 9% Science 3% Showbiz 3% Gallery Using the top 79 newsbrand stories in may 2016 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, thetimes.co.uk, dailystar.co.uk (May 2014), thesun.co.uk (May 2016) Interactions: Facebook (likes, shares and comments), Twitter (Shares), LinkedIn (Shares), Pinterest (Shares) Source: Newswhip May 2016

UK newsbrands have driven 979 million social media interactions over the last 12 months 610m likes 133m shares 149m comments 92m shares 7.3m shares 4m shares 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, thetimes.co.uk, dailystar.co.uk (May 2014), thesun.co.uk (May 2016) Interactions: Facebook (likes, shares and comments), Twitter (Shares), LinkedIn (Shares), Pinterest (Shares) Source: Newswhip June ‘15 - May ‘16

Social media interactions (000) 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, thetimes.co.uk, dailystar.co.uk (May 2014), thesun.co.uk (May 2016) Interactions: Facebook (likes, shares and comments), Twitter (Shares), LinkedIn (Shares), Pinterest (Shares) Source: Newswhip June ‘15 - May ‘16

Social Media Interactions (000) UK newsbrands have more interactions than Buzzfeed Social Media Interactions (000) 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, thetimes.co.uk, dailystar.co.uk (May 2014), thesun.co.uk (May 2016) Interactions: Facebook (likes, shares and comments), Twitter (Shares), LinkedIn (Shares), Pinterest (Shares) Source: Newswhip June ‘15 - May ‘16

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,

Our stakeholders Brand Facebook Likes Twitter Followers The Times 504,919 676,000 The Guardian 5,823,938 4,930,000 The Sun 2,246,150 990,000 Daily Mirror 2,093,272 618,000 Daily Mail 4,245,464 1,410,000 London Evening Standard 595,852 291,000 The Daily Telegraph 3,365,852 1,500,000 The Independent 4,347,758 1,670,000 i 221,151 757,000 Metro 1,260,578 221,000 As at 1st June 2016

UK newsbrands and Facebook

Facebook is the most popular social media brand for UK newsbrands UK newsbrands have more interactions than Buzzfeed Social Media Interactions (000) Facebook is the most popular social media brand for UK newsbrands 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, thetimes.co.uk, dailystar.co.uk (May 2014), thesun.co.uk (May 2016) Interactions: Facebook (likes, shares and comments), Twitter (Shares), LinkedIn (Shares), Pinterest (Shares) Source: Newswhip June ‘15 - May ‘16

Likes are most popular 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, thetimes.co.uk, dailystar.co.uk (May 2014), thesun.co.uk (May 2016) Interactions: Facebook (likes, shares and comments), Twitter (Shares), LinkedIn (Shares), Pinterest (Shares) Source: Newswhip June ‘15 - May ‘16

In fact, 70% of Facebook interaction are likes… 66% 16% 18% Comments Shares Likes 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, thetimes.co.uk, dailystar.co.uk (May 2014), thesun.co.uk (May 2016) Interactions: Facebook (likes, shares and comments), Twitter (Shares), LinkedIn (Shares), Pinterest (Shares) Source: Newswhip June ‘15 - May ‘16

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 some stories popular on Facebook 258kshares 216k shares 104k shares 45k shares 104k shares 111k shares Source: Newswhip May 2016

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

UK newsbrand Twitter shares Deaths of David Bowie & Alan Rickman BBC Music Awards 2015 – One Direction Source: Newswhip June ‘15 - May ‘16

Examples of some stories popular on Facebook shares 21k shares 13k shares 2k shares 1.6k shares 15k shares Source: Newswhip May 2016

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 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. Interaction with the news on Twitter Source: Newsworks, #NewsOnTheTweet 2014

Interaction with the news on Twitter Twitter adds four core benefits as a new platform for users 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. Interaction with the news on Twitter Source: Newsworks, #NewsOnTheTweet 2014

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

Social Media Interactions (000) Newsbrands are also big content providers for LinkedIn and Pinterest Social Media Interactions (000) 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, thetimes.co.uk, dailystar.co.uk (May 2014), thesun.co.uk (May 2016) Interactions: Facebook (likes, shares and comments), Twitter (Shares), LinkedIn (Shares), Pinterest (Shares) Source: Newswhip June ‘15 - May ‘16

Summary and implications UK newsbrands have driven 979 million social media interactions over 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

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.