Social

Social

Majority of Twitter users follow newspaper content

Source: YouGov. Sample size 1266 Twitter users

Followers

Non-followersSource: YouGov. Sample size 1266 Twitter users

Newsbrand followers visit Twitter more often…

Retweet interesting links and comments

Post links to articles Tweet about trending news topics

Reply to content and opinion posted by

newspaper brands/journalists

57%

43%

30%

22%21%

11% 10%5%

Follow newspaper brands

Do not follow

…And are much more active Twitter users

Source: YouGov. Sample size 1266 Twitter users

It is important that news on Twitter is verified by a respected brand

Source: YouGov. Sample size 1266 Twitter users

Newsbrands bring trust to news on Twitter

The Times of London @thetimes 1h The original story of #12YearsASlave, The Times, February 12 1853 http: //thetim.es/1hoxWSx #EEBAFTAs pic.twitter.com/5GsMaFl1rs

say that “It is important that news on Twitter links to more in-depth

analysis/articles.”

Source: YouGov. Sample size 1266 Twitter users

Newsbrands also offer context and more information about news

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 ChildrenSocial media buzz, PropheseeGoogle searches, Google Insight for Search