Fox 9 social media research
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Transcript of Fox 9 social media research
Social Media Research
Timothy BlotzJune 15, 2011
Fox 9 Social Media Survey January 19-March 11, 2011 - 1116 Respondents
• 66% Women
• 75% 25-54
• Only 7% 18-24
• Facebook is the dominant channel – 90%
• 20% use Twitter
• 40% access Fox 9 via mobile devices
I Use Social Media…
To Connect with Already Existing Friends…
83%
I Use Social Media…
To Connect with Businesses or Non-Profit Organizations…
I Use Social Media…
To Share What’s Going On In My Life…
66%
I Use Social Media…
To Find Out What People Are Really Talking About…
47%
I Use Social Media…
To Get News… 66%
I Use Social Media…
To Share News Online 44%
I Use Social Media…
To Connect With News Organizations…
46%
Insights• Social Media is a virtual bulletin board
• News is a connecting point to friends
• News posted on social media channels is a cue for what’s important
Insights• Facebook is a barometer for what’s news
“They’re friends are saying, ‘Did you know about that?’ And that raises the relevance right there to them in terms of being a story to follow.”
Nora Paul, Institute for New Media Studies
Facebook as a driver…
If you were to “Like” Fox 9 News on Facebook or “Follow” Fox 9 News on Twitter, explain whether you’d agree or disagree on what kind of information you’d prefer to get.
News Headlines
67%
If you were to “Like” Fox 9 News on Facebook or “Follow” Fox 9 News on Twitter, explain whether you’d agree or disagree on what kind of information you’d prefer to get.
Previews of what will appear on the next Fox 9 newscast.
63%
If you were to “Like” Fox 9 News on Facebook or “Follow” Fox 9 News on Twitter, explain whether you’d agree or disagree on what kind of information you’d prefer to get.
Personal insights from Fox 9 anchors and reporters on what’s happening…
66%
If you were to “Like” Fox 9 News on Facebook or “Follow” Fox 9 News on Twitter, explain whether you’d agree or disagree on what kind of information you’d prefer to get.
Ability to contribute comments to Fox 9 News, the Fox 9 Morning News, or The Buzz…
73%
If you were to “Like” Fox 9 News on Facebook or “Follow” Fox 9 News on Twitter, explain whether you’d agree or disagree on what kind of information you’d prefer to get.
To get to know Fox 9 anchors and reporters more than what I watch on TV…
60%
Insights
1. They want to become friends!
2. They want conversations
3. Unique, exclusive content
How Important?
I think “Liking” or “Following” Fox 9 on any social media platform is a waste of time…
66%
How Important?
I would rather follow Fox 9 News on myfox9.com…
49%
How Important?
70%
• Significant possibility for viewership conversion
How Important?
70%
• Greater opportunity with women
How Important?
• Younger viewers more likely to convert
How Important?
myfox9.com Referrals
January: 383,955
February: 95,255
March: 117,642
April: 87,757
May: 171,658
June 1-14: 27,913
Fox Television Stations Social Media Survey
Timothy BlotzMay 15, 2011
Fox Television Stations Social Media Survey
• May 9-12, 2011• Online survey of FTS Senior Web
Producers• 12 of 16 completions (75%
participation)
Key Findings
• 66% have no social media policy.• Faces of Fox Stations post least amount
of content.• Little response to Facebook fans• Weak understanding of how social
media can help station
How many officially station-branded Facebook pages do you have?
Approximately how many reporters and anchors on your staff have official station –branded Facebook fan pages?
Half or less
Who has control over what is posted on the news department’s Facebook and Twitter
pages? (select all that apply)
Please rank how the news department currently uses its station-branded Facebook pages.
#1To invite viewer comments on a story or issue to be used in a newscast
5 Fox Stations
To report breaking news
4 Fox Stations
#2To invite viewer comments on a story or issue to be used in a newscast
6 Fox Stations
To report breaking news
5 Fox Stations
#3To promote or post stories coming up on the next newscast
8 Fox Stations
#4To search for possible people to interview in a story
10 Fox Stations
How often during the day does someone in the newsroom respond to viewer comments made to a posting on a station-branded Facebook page?
Responses to viewer comments on Facebook?
Please indicate the degree to which you agree or disagree with the following statements…
Engaging our viewers in social media is an effective way of building viewer loyalty.
Please indicate the degree to which you agree or disagree with the following statements…
Weak Confidence Level
Our anchors and reporters would be willing to contribute more posts to social media platforms.
Please indicate the degree to which you agree or disagree with the follow statements…
Our newsroom staff has an understanding of how viewer social media engagement could help the station.
Weak Understanding
Insights
• Talent must contribute more
• Respond, Respond, Respond
• Internal Communications Campaign
“That’s where we’re getting all of our success is by interacting. That’s crucial.”
Emily Stone, Fox 5 Atlanta