A Summary of My Social Media Engagement Statistics @NewsHour
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The Beginning:
~23K twitter ~5K Facebook ~500 YouTube
Very little correspondent activity on Twitter, otherwise engagement left to its own devices, some awareness of social media more broadly among onliners. Definite divide between on/offline staff.
Today:
Correspondents = ~6K followers on Twitter (Judy, Gwen, David, Hari + Chris) + me ~4500. = ~6-7K with cross over)
Two main accounts: ArtBeat, NewsHour = ~53K, 52K respectively. Total audience estimated ~75K due to crossover between both.
Several minor accounts - Global Health, World, soon-to-be Politics total about 3K followers. Most staff members on Twitter, or considering it - not necessarily active, but curating information for themselves. Man y have had individual one-on-one sessions with me to figure out best practices for them. Especially important to the broadcast team.
Facebook = ~11,500 fans, exponential growth. Interactivity on fan page up some 400 percent in some cases.
Expanded onto Hulu (search only)
Additional listserv sent to stations daily to help them integrate their social media and ours - we frequently cross post and cross tweet content associated with them.
Social media and online push has become a priority for most of our online team.
Why?
June Facebook alone brought us about 32,000 click throughs.
According to 'insights' we have roughl;y 27K views of each story, if same is well-placed.
Using YouTube channels, we've multiplied our audience there several times over (aided by the oilspill) went from 500 subscribers in January to 5,000 today; more than 1.048 million channel views
After two months on twitter we can count on about 2500 daily views - via search alone. Next step = channel page.
Show = daily audience about 1.1 mil
Aggregate weekly = 5mil
Website during #oilspill (~95 days) = 14 mil views.
What we've learned so far:
Post hourly - unless a breaking news piece
Be careful about tweeting - what/how is of course a reflection of the brand
Be editorially sound in the structuring - quality content still matters in the world, especially post- oilspill
Spending 90 days on a story got us a page rank of 8-9 for oil content and lead to an online exclusive with Bob Dudley of BP (new CEO)
Value to our aggregate audience -and the exposure therein has yet to fully be realized.
Post-oilspill, retaining the exposure.
Online + Broadcast are not fully integrated yet - there is redundancy and the content cycle is still geared toward a late-afternoon push - doesn't work particularly well on the web. We know our content window should be 11-3p; we just can't push the team back to that sort of window yet.
Editorial judgement - due to our social media positioning, we have a lot of clout - how should we use it in the decision making process?
The web is a place where we're strong - because our content can be anywhere - but it's also something that exposes our teams' weaknesses.
In six months however, the ROI has been at minimum double the aggregate audience on most platforms - in the future we hope to see even higher growth.
*QUESTIONS?*
If you've just started following me tonight - Facebook (Twitter cliche, I know). http://bit.ly/bmHMCj or email kate at kategardiner.com.*
