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
