Group 1 Discussion Leading

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Social Media Handles of News Agencies

Group 1

WHERE DO YOU READ NEWS?

1. Print

2. Social Media

3. Mobile Apps

4. Websites

5. TV

6. Radio

7. Others

* Reuters Institute Digital News Report 2016

University of Oxford

http://reutersinstitute.politics.ox.ac.uk/sites/default/files/Digital-News-Report-2016.pdf

WHICH SOCIAL MEDIA PLATFORMS DO YOU RELY MOST TO READ NEWS?

1. Instagram

2. Twitter

3. Weibo

4. Facebook

5. Youtube

6. Others

*新聞與社交媒體使用行為調查 2015

香港樹仁大學新聞與傳播學系網絡傳播研究中心http://app3.rthk.hk/mediadigest/media/pdf/pdf_1445834446.pdf

DO YOU SEE SOCIAL MEDIA AS AN ESSENTIAL NEWS SOURCE?

1. The most important way I get news

2. An important way I get news

3. Not a very important way I get news

4. Other Opinions

*News Habits on Facebook and Twitter

Pew Research Centre

http://www.journalism.org/2015/07/14/news-habits-on-facebook-and-

twitter/

U.S

HOW ABC7 SHARE THEIR NEWS VIA SOCIAL MEDIA?

NEWS AGENCIES AND SOCIAL MEDIA

CASE STUDY- ABC7

Use Across Social Media Platforms -including Facebook, Twitter, Instagram, website

For what purpose?-Change of news consumption habits-Create a “pathway” of news

Facebook OverviewNo. of Followers: 2 million

Average Posts per day: 20

Average Weekly Growth: 0.34%

-Provide summary of news with

relative photo or video

-Website link for further reading

-cover almost all topics

-Live reports

Summary of news

Live!!

Twitter Overview

No. of Followers: 0.7 million

Average Posts per day: 80

Average Weekly Growth: 1.1%

-Posts are similar to Facebook but more precise

-More frequent updates

- a series of news report

- keep update within a few hour

Post interaction: 0.35%Tweet interaction: 0.011%

Users’ Interaction (i.e. likes, comments, shares)

Instagram Overview

No. of Followers: 116,000

Average Posts per day: 3

Average Weekly Growth: 2.3%

Reposting top 7 images for people who tag

@abc7la and use #abc7eyewitness hashtags

-people can use that hashtag to find stories

related to abc7la

- Generated 4,465 Posts within 3 years (since March 6 2013)

- Likes from 17 to 1,110

Not the most recent news:

e.g. The possibility of being the host of Olympics in 2024.

More positive news or vibes even when describing a tragedy:

e.g. how to raise funds for the boy in the pic who passed away because of Batten disease.

Drive the audience to watch the live

Abcla mentioned this heroic story and announced the time of the ceremony on instagram

e.g. A lady who protected a child from being kidnapped by a woman in an elementary school.

Why?

Demographics : 25- 35

It is because nowadays the young generation tend to focus on the other things than news?

The highest views of post - A Burger Photo

Instagram Analytics

Abc7la has time to pick the best pictures to post on Instagram which is different from Twitter and Facebook.

They provide soft news and those are not recent news.

HOW INITIUM MEDIA (端傳媒)SHARE THEIR NEWS VIA

SOCIAL MEDIA?

Facebook Overview

Facebook Instagram Twitter

No. of followers over 152,000 6200 18000

Average post/day 25 1.8 16

Average weekly

growth

1.8% 13% 1.9%

Average

engagement rate

3.5% 3.40% 0.4%

* Last 28 days data from fanpagekarma

#HASHTAG

Main function: To categorize the coverage

TYPE OF POSTS

Picture Posts :

- attract audience’s eyeball

Link Posts : increase the

website traffic

PHOTO POSTS : INSTANT NEWS

Short and direct message

PHOTO POSTS : INFOGRAPHICS

LINK POSTS: IN-DEPTH REPORT/LONG COVERAGE

TOP POSTS WEEKEST POSTS

INSTAGRAM OVERVIEW

● The lowest post/day but the

highest weekly growth

→ expanding its market in HK

● Focus more on photos* Last 28 days data from fanpagekarma

Facebook Instagram Twitter

No. of followers over 152,000 6200 18000

Average post/day 25 1.8 16

Average weekly

growth

1.8% 13% 1.9%

Average

engagement rate

3.5% 3.40% 0.4%

#HASHTAG- More hashtags → reach wider audience

- key words → X full sentence → easy to read

- #apimage → outsource → invest to better picture quality

20-second video - 2016 Top Views

https://www.instagram.com/p/BJPzkUMAZap/?taken-by=initiumphoto

- People mostly use

instagram on phone

- Quick view

- How to make them stay?

- Soft news → same as US

TYPE OF POSTS

Photo/video-focused

E.g. Wang Chau issue

post only 1 of the photos

choose the best to catch the eyes

TWITTER OVERVIEW

- Less popular to use in Hong Kong

- High average post/day but low weekly growth

• less new readers → Twitter didn’t push the usage in HK

* Last 28 days data from fanpagekarma

Facebook Instagram Twitter

No. of followers over 152,000 6200 18000

Average post/day 25 1.8 16

Average weekly

growth

1.8% 13% 1.9%

Average

engagement rate

3.5% 3.40% 0.4%

#HASHTAG

TYPE OF POSTS

Precise message

COMPARISON

1) Facebook: US=HKa)people use this channel to read news

b)cover both hard news and soft news

c)cover recent news

2) Instagram: US=HKa)people use this channel to read news

b)mostly on soft news

c)many hashtags and less full sentence

3) Twitter: US > HK

a) US - more on breaking news

b) HK - more on general news, sharings on health and living

c) More people rely on Twitter in US than in HK

HOW DOES FACEBOOK NEWS FEED DECIDE WHICH STORIES TO SHOW?

Facebook

* https://www.facebook.com/help/166738576721085

ECHO CHAMBER

Definition: In news media an echo chamber is a metaphorical description of a situation in which information, ideas, or beliefs are amplified or reinforced by transmission and repetition inside an "enclosed" system, where different or competing views are censored, disallowed, or otherwise underrepresented.

ECHO CHAMBER

People have the tendency to look for news that confirms what they already believe.

Creates a network of like-minded people who will spread these common sources and accept them as truth.

make you narrow minded

HOW WOULD YOU FACE THIS SITUATION?

THANK YOU!