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.

Free Facebook Engagement Report
www.socialwinapp.com

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.

Free Facebook Engagement Report
www.socialwinapp.com

Social Media Engagement, what it is and how it is calculated?

Monitoring of social networking in a business involves a careful selection of metrics and KPI's with which to measure the success or failure of growth strategies and loyalty. An error in the many social media strategist typically fall is inexperienced in choosing metrics for relevance within the social media establishment, aside from their real value. It is almost forced to flee task called "vanity metrics" and focus on the indicators that will provide real value to your business .

It is in this continuous search to seize the key metric that provides reliable information about the online strategic actions, where the engagement clearly stands out above any KPI. Although most professionals and companies in the online universe strongly argue that the future of social networking goes through this indicator, there are still many unknowns about its essence and its calculation formula.

The engagement is, by definition, one of the main KPI´s in social media and provides information on the degree of loyalty or commitment of followers of a brand page. It is expressed as a percentage and reflects the degree of success of strategies and content management modes of the channel.

Its calculation is obtained related global interaction recorded on a canal to the size of the community for a period of monitoring. It is for this reason that the interaction of users with the brand plays a key role in developing the engagement and refers to the active fans on Facebook (comments, shared links, likes) and mentions on Twitter. Therefore often small communities but which have a high proportion of active fans are the best values ​​reaching engagement.

Another important factor analysis to distinguish between an efficient community and poor is the existing gap between audience and engagement. When these two factors are aligned at the same height, implies that the community is developing a balanced and efficient manner, while a gap between the two indicates a level of inefficiency which is proportional to the size of the gap.

It is important to note that the engagement, unlike other indicators, undergoes drastic variations in time. Maintaining a high level of brand loyalty with users requires constant work and persistent content .

Free Engagement Report
www.socialwinapp.com