The audience in Social Media: What is it and how does it work?

What is?

The audience in Social Media is undoubtedly the key factor of success decant the balance of your social media strategy. It will depend on your reach, influence, and business opportunities. But, what exactly is the audience when speaking in strictly digital terms?

The audience is a metric count and represents the total number of followers of a community. For the Facebook platform is the total number of fans in the total number of Twitter followers and YouTube the total number of subscribers to the channel. The activity of this audience will set the strategic direction of branded content. But before defining the purely strategic aspect of our presence in Social Media, you should identify the actual volume of alienated our business model to users. That is, the number of fans who can come or who may be interested in our content. To do this, it is essential to differentiate between the concepts of potential and actual audience audience.

The potential audience is formed by any user who is likely to follow a brand or profile while the real audience are users who follow a brand (users already have in our circle of influence). The sum of these two audiences defines the boundaries of a mark in the network.

How it works?

This sum of two, which does not always require parity, resulting in a heterogeneous contour map and, therefore, of diverse performances. Unlike traditional target that acts and moves from same stimuli, all changes in the network. The content strategy and tone of communication must be ductile and have the ability to cross the barrier of the specification. But above all, they should never lose their appeal, since the content is and will claim to entice the user.

The activity of the audience with a brand -generated content, determine the status of a community and its supporters: active or passive. Cases in which the audience responds positively to the content and constantly interacts with the brand called active communities. In the best of situations, generate brand engagement or get loyalty of his followers. Conversely, if users do not respond to stimuli released by a brand and therefore do not generate activity around we face a passive audience. In these cases, the best solution is usually a rethinking of content strategy.

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Newspapers in Social Media: Audience analysis

This week we analyze the sector of the Media in Spain in order to understand that their presence in the two main social media platforms: Facebook and Twitter. In particular we analyze the audience on Facebook by measuring the total number of fans in the audience and analyze Twitter by measuring the total number of followers .

The media analyzed were: ABC, EFE, Diario Público, El Mundo, El País, El Periódico , Europa Press, Expansión, La Gaceta, La Razón, La Vanguardia, 20 Minutos. While the pages have been analyzed at the local level in Spain.

From the analysis it has emerged that the media with the largest audience in social networks is El País, with over 261,000 fans on Facebook and 2.7 million followers on Twitter, a total of 3,050,397 followers and share more than 41 % of the sector audience. So we can say that in terms of audience the newspaper El País is positioned as overall winner, at least in terms of followers. 

The second and third place, respectively, this has been conquered by El Mundo and Diario Público, with respectively a total of 1.3 million and 725,000 followers recorded adding Facebook and Twitter.
The newspaper La Razon, La Gaceta and El Periódico have been weaker, with market shares of between 1.4 % and 2 % of the total audience.

Entering the details of the platforms, we have observed at the level of Facebook wins Diario Público, followed by El País and El Mundo, with market shares of 5 % , respectively, 3.5 and 1.8 % share. While the level of the Twitter platform has established itself as El País winner , accounting for over 37% of the audience in social networks. Conquering value between 2 and 7 times higher compared to its direct rivals and demonstrating the full potential of this incredible platform.

Analyzing the audience from a sectoral point of view, we have posted a total of 7,472,744 followers, which undoubtedly represent a large and quite higher compared to the average value of the other sectors. Well positioned, with industry media, TV and radio stations, as one of the most intensely followed by social networks.

Analyzing the use of platforms in the industry, we have identified as most followers in Twitter concentrated , holding a share of 84 % , with more than 6.3 million followers , Facebook against holding a 16% total of 1.1 million fans. Proving without a doubt that Twitter is the platform of this sector and that the Facebook is a horizon to explore.

Finally, as always before the end of the study remind you that the environmental analysis of social networks is a complex discipline that involves the use of different metrics for timely understanding and the analysis proposed in this section represent a departure point with respect to a KPI ( Key Point Indicator) in particular, such as the Engagement, Audience, Growth and Interaction.

As the choice of the sample, which includes only the best players that have featured on these KPI 's.
So if you are interested in understanding the position of a brand in a more comprehensive way, we invite you to delve further, also measuring other KPI's and expanding the list of competitors.

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Activity insight in Social Media, what is it and how to measure it?

Like every week we analyze the key metrics and essential task of monitoring and analysis of social networks with the aim of clarifying unequivocal that often surround such metrics. To that end, today we delve into a key indicator in assessing the actual condition of a community : the activity.

On its merits, the activity is a metric that estimates the total number of people who have interacted proactively with a community or its contents in a period of time. Unlike the audience, which provides potential fans that can achieve the value, activity reports the actual value of speaking users of a community or brand on social networks.

Depending on the social platform to analyze the activity shall refer to persons, mention or reproductions . In the case of Facebook, the quantitative indicator that reports on the relationship between users of a community with content is "people talking about" or what is the same, the number of people who have done something with our content or members of our community. On Twitter, the activity is in the form of interactions, which we will count by adding the number of mentions, favorites and retweets, and provide an approximate value of the real movement of our online community microbloging. Finally, Youtube activity refers to the total number of views or views of our channel.

From monitoring the activity of the different social networking will be possible to assess and classify the state of a community: dynamic or passive. If users interact with other users or content provided will be determined by active community. If, however , users remain indifferent to the impact launched the brand, we face a passive community. It is at this stage that it is essential to analyze the content and strategies, redirect, if users do not respond positively .

This quantitative classification has a direct impact on user involvement with the brand. I mean, the way users relate to the content will determine your level of involvement and, at a later stage, will assess the level of engagement of a community.

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Audience Online Outlets: Facebook versus Twitter

This week we look at the field of Online Outlets in Spain in order to understand what their presence in the two main social media platforms: Facebook and Twitter. In particular we analyze the audience on Facebook by measuring the total number of fans in the audience and analyze Twitter by measuring the total number of followers.

The brands tested were: Atrapalo , BuyVip Amazon Dreivip , eDreams , Grupalia , Groupon , Last Minute , Let's Bonus, Planeo, Privalia, Rumbo, Viajar.com . While the pages have been analyzed at the local level in Spain.

From the analysis it has emerged that the outlet with the largest audience in social networks is Privalia with over 744,000 fans on Facebook and 13,000 followers on Twitter, 758,000 total followers. So we can say that for now the club Privalia beats online Spanish level in terms of audience.

The second and third place, respectively, this has been conquered by outlets: BuyVip and Atrapalo, a total of 634,000 and 299,000 followers. Viajar.com, Lastminute and DreiVip chains have been weaker, with market shares of 0.1 % and 1.7 % of the total audience.

Entering the details of the platforms, we have observed at the level of Facebook wins Privalia, followed by BuyVip and Atrapalo, with market shares of respectively 30 %, 25 % and 10 hearing. While the level of the Twitter platform, Atrapalo has established itself as winner, with more than 44,000 followers. Conquering value two to three times higher compared to its direct rivals and demonstrating the potential of this platform in the field of online outlets.

Analyzing the audience from a sectoral point of view, we have posted a total of 2,484,427 followers.

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