1. Social
Deep Dive

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

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

4. 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

5. 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

6. 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

7. Newsbrands make social media twice as effective
For more information visit:
Newsbrands make social media twice as effective
Source: IPA Databank UK case studies (52% of all cases)

9. 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

10. 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

11. 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

12. UK newsbrands and Facebook

13. 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

14. 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

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

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

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

18. 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

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

20. “ 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

21. 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

22. UK newsbrands and Twitter

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

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

25. 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

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

27. 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.

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

29. 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

30. 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

31. 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

32. 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

33. 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.