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9 Types of Local StoriesThat Cause EngagementNovember 2012
Why Did This Story Do Well? Facebook stats Shares: 162 Likes:
59 Comments: 28 Wow. And my favorite campground was closed due to
the budget crisis so we couldnt go camping. That is DISGUSTING!!
KQED
NPR Facebook Geotargeting Project KPLU (Seattle), KQED (San
Francisco), WBUR (Boston), KUT (Austin) and KPCC (Southern
California). Local station content is posted to NPRs Facebook page
and geotargeted to local markets. The focus is on local content
that people will engage with and share.
What is it about certain local stories thatmake them more
engaging than others?
NPR Digital Services Study What we wanted to know: What types
of local stories are people more likely to share, like and comment
on? We looked at geotargeted stories that scored the highest volume
of likes, shares and comments during July, August and September
2012. We placed each story into a category. We were left with nine
distinct categories of content that triggered the most likes,
shares and comments.
9 Types of Local Stories That Cause Engagement These nine
categories are the result of an analysis of content over a
three-month period. There is overlap some local stories live in
multiple categories. Good headlines, local relevancy and digital
commitment played roles in successful content. You dont need the
NPR Facebook page to apply this to your own social media and
content plans.
9 Types of Local StoriesThat Cause Engagement
Place Explainers
Place ExplainersEvery city has traits, quirks and habits that
are just begging to be dissected.Place Explainers investigate and
explain these questions.
Place Explainers Facebook stats Shares: 188 Likes: 277
Comments: 73 Its because we like our free time and disposable
income! Because dogs will never ask you for $300 designer jeans.
KPLU
Place Explainers Facebook stats Shares: 138 Likes: 98 Comments:
15 Everyone is wearing The North Face For those of you who DONT
live in Silicon Valley, I just want you to know, this is 100% true
KQED
Place Explainers Facebook stats Shares: 80 Likes: 114 Comments:
58 We moved from Boston a year and a half ago and havent looked
back. Sun, affordable housing (compared to Brooklyn, NY), and UT
KUT
Crowd Pleasers
Crowd Pleasers We all love to brag every once inawhile about
the area we call home. Crowd Pleasers zero in on that feeling of
pride. These stories highlight positive news about the area you
live in or the accomplishments of locals.
Crowd Pleasers Facebook stats Shares: 334 Likes: 564 Comments:
63 Go Seattle! We live in a great city! KPLU
Crowd Pleasers Facebook stats Shares: 163 Likes: 338 Comments:
41 Yaaay!! GO Austin! Austin is FULL. DONT MOVE HERE. KUT
Crowd Pleasers Facebook stats Shares: 25 Likes: 76 Comments: 7
Way to go CA Must be the weather :) KQED
Curiosity Stimulators
Curiosity Stimulators You know those stories you come across
that you cant turn down? Thats a Curiosity Stimulator. Its a story
about something unusual,remarkable, unbelievable or clever thats
tied to your local area.
Curiosity Stimulators Facebook stats Shares: 109 Likes: 105
Comments: 13 WOAH and where? SOMERVILLE It needs two pincers in the
front. WBUR
Curiosity Stimulators Facebook stats Shares: 249 Likes: 364
Comments: 68 We live in a strange strange town Am I the only one
who wants to crash through it and yell OH, YEAH!? KPLU
Curiosity Stimulators Facebook stats Shares: 81 Likes: 150
Comments: 7 This is awesome! Who has this kind of time on their
hands?? Whoa. WBUR
News ExplainersEvent-based stories chronicle the news of a
city. News Explainers take those events and make sense of them.
Rather than justtelling you what happened, News Explainers dissect
why or how it happened.
News Explainers Facebook stats Shares: 556 Likes: 316 Comments:
20 Exactly what I was looking for! This is a great help in
explaining the proposals KQED
News Explainers Facebook stats Shares: 171 Likes: 141 Comments:
30 The frog is certainly not graffiti ... bad form. while its sad,
its the nature of public space KUT
News Explainers Facebook stats Shares: 233 Likes: 184 Comments:
31 in case you wondered... Explaining SFs natural air
conditioning... KQED
Major Breaking News
Major Breaking News Local areas are saturated with everyday
news storiessuch as traffic jams and fires.Major Breaking News
stories have a much bigger impact on a local area.
Major Breaking News Facebook stats Shares: 87 Likes: 17
Comments: 24 What is going on in my hometown where Ive lived all of
my years? 4 blocks from my work. Really makes you think about a
lot. KPLU
Major Breaking News Facebook stats Shares: 769 Likes: 2,087
Comments: 73 Woo hoo! Go us! A tiny blue island in this sea of red.
City council resolutions, on anything, are useless.. KUT
Major Breaking News Facebook stats Shares: 543 Likes: 298
Comments: 45 The wind is gradually intensifying here in Lowell.
Very scary. Be safe Revere, be safe. WBUR
Feel-Good Smilers
Feel-Good Smilers Think awww, thinkawesome, think hilarious.
Most of all, think positive: this category is made up of happy or
humorous stories.
Feel-Good Smilers Facebook stats Shares: 238 Likes: 245
Comments: 25 A combination of two loves of mine: cookies and
bicycles... nom nom nom nom nom WBUR
Feel-Good Smilers Facebook stats Shares: 16 Likes: 108
Comments: 3 Now that is girl power! awesome .. KQED
Topical Buzzers
Topical BuzzersA Topical Buzzer is the story of the moment that
everyones talking aboutlocally. It grabs ahold of the storys
coat-tails and becomes part of the buzz.
Topical Buzzers Facebook stats Shares: 110 Likes: 479 Comments:
40 Good job, Mayor Menino! Wow! WBUR
Topical Buzzers Facebook stats Shares: 37 Likes: 131 Comments:
8 This was right outside my office! Crazy kids... I have never seen
the market so packed! KPLU
Topical Buzzers Facebook stats Shares: 49 Likes: 244 Comments:
19 For my friends outside of LA. : ) anyone in los angeles should
watch this to its completion KPCC
Provocative Controversies
Provocative Controversies Have you ever come across a story
about your city and you could feelyour blood beginning to boil?
Thatsusually what happens when people encounter a Provocative
Controversy -- they get ticked off and highly opinionated.
Provocative Controversies Facebook stats Shares: 60 Likes: 33
Comments: 94 I am disgusted. I feel enraged... KPLU
Provocative Controversies Facebook stats Shares: 207 Likes: 11
Comments: 88 What the beep?... Absolutely despicable KPLU
Provocative Controversies Facebook stats Shares: 41 Likes: 20
Comments: 43 This is just disgusting, and dangerous This is sick.
Racism at UT IS REAL. KUT
Awe-Inspiring Visuals
Awe-Inspiring Visuals We already know people like to gaze at
beautiful images. Butpeople love to goggle at beautifulimages of
their city. Awe-InspiringVisuals capture that wonderment through
photos and videos.
Awe-Inspiring Visuals Facebook stats Shares: 67 Likes: 214
Comments: 21 so cool!!!! oh, theres some ghosts up in that sucker!
KPCC
Awe-Inspiring Visuals Facebook stats Shares: 202 Likes: 160
Comments: 11 This is awesome! This is strangely mesmerizing. Worth
a watch for sure. KPLU
Awe-Inspiring Visuals Facebook stats Shares: 34 Likes: 59
Comments: 3 They are back.. and, just in time for Shark Week! We
have so many amazing sharks here besides the white sharks. So cool!
WBUR
9 Types of Local Stories That Cause Engagement Place Explainers
Feel-Good Smilers Crowd Pleasers Topical BuzzersCuriosity
Stimulators Provocative Controversies News Explainers Awe-Inspiring
VisualsMajor Breaking News
Why Did This Story Do Well? Wow. And my favorite Place
Explainers campground was closed due to the budget crisis Crowd
Pleasers so we couldnt go camping. Curiosity Stimulators News
Explainers Major Breaking News That is Feel-Good Smilers
DISGUSTING!! Topical Buzzers Provocative Controversies
Awe-Inspiring Visuals KQED
Takeaways Headlines, local relevancy and digital commitment all
play roles in engaging content. Contrary to common belief, serious
and meaningful content can be engaging.
Find all of this on theNPR Digital Services site
http://bit.ly/9-types
Find all of this on theNPR Digital Services site
http://bit.ly/9-types
Continue the Questions and Conversations #NPRKnight Eric Athas
Teresa [email protected][email protected] @ericathas @gteresa
Photos Courtesy of Creative Commons Flickr users: Gold41, Dianax,
Nirufe, Roeyahram, inaction, Daves-F-Stop, DennisBarnes,
Sprochello, Cessums, byronv2