Tweetminster : relevant content and data filtered by networks of experts

Hello

I’m @Killdozer from @Tweetminster

What are we going to find out?

1: News media journalism is still the biggest single shared type of content, but not the majority of news consumed

2: News brands get more URLs shared, but have a lower average share per URL than other news sources

3: Interactive content, data and video is more sharable than traditional journalism suggesting an appetite for breaking news formats, back story tools and participation

4: Comparative spends for SEO & marketing show News Media get a lower ROE than Newcomers

5: To get maximum reach, journalists must engage with data, communities, video, mobile and live polling – diverse content is the future of news

Methodology

Our sample:8,000 big names from the following news influencer categories (MPs, Gov Depts, local councilors, party activists, govt. appointees and NGOs)

We ranked:64,831 shared news links tweeted between 1st August 2011-31st Jan 2012.

Averages: 10,805 shares per month from the top 150 news articles per month (900 in total)Approx. 10% of total media stories tweeted (Amplifier CTR for Twitter posts )

Definitions:News Media = Newspapers, TV channels, news agenciesNewcomers = Bloggers, Curation, Downloads, Ex-blogs, Organisations

Month by month results…

Aug Sep Oct Nov Dec Jan0

20

40

60

80

100

120

News MediaOthers

News Media vs. Others in top 150 (Sources)

News Media accounts for approximately 15-30% more of the most shared URLs amongst political influencers.

Reasons:

1. They produce more content2. They cover wider subject areas3. They have the brand position & bigger name

contributors

The attention mix as total shares (URLs)

Aug Sep Oct Nov Dec Jan0

2000

4000

6000

8000

10000

12000

14000

SharesNews MediaOthers

In terms of the total number of shares, News Media tracks with overall volume, Newcomers occupy a smaller but more consistent volume

Reasons:

1. News Media has more content opportunities (breadth)

2. News Media has more breaking news coverage3. News Media resources more flexible (they can cover

more physical events globally on demand)

Aug Sep Oct Nov Dec Jan0

10

20

30

40

50

60

70

80

90

100

News MediaOthers

Average shares per URL

The likelihood of a URL getting shared is pretty much even between News Media and Newcomers

Reasons:

1. Quality content ultimately determines sharing2. Newcomers represent more sharable types of

content in the content mix3. Newcomers punch above their weight relative to

volume

The top 150

6 Month Top 150 Content Mix

News Media

BlogsLive BlogDataVideoJournalism

Traditional written journalism accounts for majority of News Media output

Reasons:

1. Legacy systems / institutional inertia2. Being behind the curve with adopting new formats

doesn’t make them more competitive3. Difficult relationships around distribution rights and

social ID ownership for journos

6 Month Top 150 Content Mix

Newcomers

CurationBlogsDataDownloadsEventsInteractiveJournalismPetitionsVideo

Newcomers are widely diverse, combining journalism with interactivity, polling, data, campaigning and curation

Reasons:

1. Diversity of organisations2. Single issue focus and greater numbers (unlike News

Media which is a smaller community)3. Appetite for consumption favours diversity – like the

news itself

The future of news?

6 Month Top 150 shared URLs

Sources Actual Shares

Average Shares per URL

News Media Newcomers

The trend is consumption favours Newcomers over News Media

Reasons:

1. News Media produces too much content (overload)2. Newcomers offer user benefits (curation,

specialisation, verticals, authenticity, new formats)3. Newcomers more agile, better social engagement

strategies, lower risk if experiments fail

Thanks

If you want to talk or get the raw data, I’m @killdozer