Social

Social

Newsbrands engage with social mediaUsing Twitter to grow audiences

Source: VOD Professional, survey May 2012

Newsbrands engage with social mediaProducing some of the most popular news stories on Facebook

Source: VOD Professional, survey May 2012

The influence of mainstream media on socialin boosting conversation, buzz and video views

Human rights group Invisible Children released viral video, Kony 2012, highlighting the atrocities

committed by Ugandan war lord Joseph Kony

Kony 2012 – The story

Kony 2012 – the video goes viral…

It wasn’t until the story was reported on 7th March by all the most important online and offline publications, including all

major UK papers that the story went mainstream.

Views boosted on

the 7th.

A sudden boost of views occurred on 7th March

Kony 2012 – The story

Publisher Articles #

www.guardian.co.uk 21

www.telegraph.co.uk 10

www.bbc.co.uk 8

www.sabotagetimes.com 4

www.manmademag.com 4

www.amnesty.org 4

www.huffingtonpost.co.uk 3

http://buzz.bournemouth.ac.uk 3

www.wsc.co.uk 3

blogs.channel4.com 3

Top 10 online publications by volume of articles

Newsbrands played a key role in triggering buzz about Kony 2012

Kony 2012 – The story

7/8th March5/6th March

Video views: 9m

Social media buzz: 238k

Google Searches: Index 3

Video views: 55m

Social media buzz: 1.5m

Google Searches: Index 10

NEWS

+611%

+630%

+333%

The importance of mainstream media…in helping to create the most successful viral video of all time

Kony 2012 – The story

Sources: Video views, Invisible Children

Social media buzz, Prophesee

Google searches, Google Insight for Search

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