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Distribution of Newsvia Social Media
Why?
To Spread the Ideas
Integrating Facebook into the website served several purposes: to let Facebook
users know when atlatszo.hu published new content, to interact with our visitors by engaging them in conversations about topics covered by the website, to invite them into the information gathering process (crowdsourcing), to launch donation campaigns, and to recruit volunteers to the project.
Friedrichsen, Mike, and Mühl-Benninghaus, Wolfgang, eds. Handbook of Social Media Management : Value Chain and Business Models in Changing Media Markets. Berlin, Heidelberg, DEU: Springer, 2013.
To Widen the Audience
To Create a Loyal Community
To Generate Web Traffic
+ instagram, facebook, twitter https://vk.com/stats?gid=211740
To Sell Ads: a Rare Case
1 post = euro 30
Market Orientation >> SMM
audience =
citizens content consumers ads
consumers
spreading ideas +
wider audience + + +
brand loyalty +
web traffic +
Context
Population Online
7.2 billion - world population
3.2 billion - online by the end of 2015
www.bbc.com/news/technology-32884867 http://wearesocial.sg/blog/2015/01/digital-social-mobile-2015/
Online AdsInternet advertising will become the largest advertising segment. Global total Internet advertising revenue is forecast to grow from US$135.42bn in 2014to US$239.87bn in 2019, a CAGR over the period of 12.1%. As the segment captures an ever-larger portion of advertising budgets, it will exceed TV to become the largest single advertising category by 2019.
http://www.pwc.com/gx/en/global-entertainment-media-outlook/segment-insights/internet-advertising.jhtml
Social Media
over 2 billion people use social networks
News in SM 45% of americans consume news in SM. But: - 35% of them do not trust it; - those who go directly to the web site are more in number;
http://www.americanpressinstitute.org/publications/reports/survey-research/how-americans-get-news/
- those who come from SM spend less time and see less pages.
News in SM
Context: News in SM
While social media is becoming an important means of discovering news, even those who use it bring some skepticism to it. Only 15 percent of adults who get news through social media say they have high levels of trust in information they get from that means of discovery. Social media and word-of-mouth are the least-trusted means of discovering the news.
http://www.americanpressinstitute.org/publications/reports/survey-research/how-americans-get-news/The Press Institute is an educational non-advocacy nonprofit organization affiliated with the Newspaper
Association of America. It aims to help the news media, especially local publishers and newspaper media, advance in the digital age. Founded in 1946
Context: Traffic From SM
9 % - USA Media (50% growth in 2009 - 2013)
Predicting Dissemination of News Content in Social Media: A Focus on Reception, Friending, and PartisanshipWeeks, Be Holbert, Rl
Journalism & Mass Communication Quarterly, 2013 Jun, Vol.90(2), pp.212-232
~ 10 % - Russian Media
Elnara Petrova, Next Media SMM agency director, Saint Petersburg, Russia
14 % - atlatszo.hu, Hungarian NGO Media startup, only from Facebook
Traffic vs./and TrustBeer Makes Men Smarter. SM - ???
Tabloidization Inevitable ?
Digital Gatekeeping: News media versus social media Bro, Peter ; Wallberg, Filip Digital Journalism, 2014, Vol.2(3), p.446-454
+ 3 more papers on my list stating that tabloids get cited most+ invertebrates sex case
“Kids make internet stupid” vs. “Do not make your consumer think”
Theoretical Framework
CommercialisationInstitutional roles + Gatekeepers+ News Values
+ User Behaviour
2 “layers” of gatekeepers, digital bubble - ???
http://www.ted.com/talks/eli_pariser_beware_online_filter_bubbles
SM News Values
Well known actors and bizarre actionsDigital Gatekeeping: News media versus social media Bro, Peter ; Wallberg, Filip Digital Journalism,
2014, Vol.2(3), p.446-454
Mainstream media and the distribution if news in the age of social discovery, Nick Newman, Reuters, 2011
https://www.youtube.com/watch?v=OO7ome2Y7fU
Tabloid Style Disliked
Tabloid Style Disliked
Nauka i Zhisn’: Quality Content Does Not Sell Quality Media?
Non-profit organisation, 95% revenue - sales & subscription, 3% -subsidies from the state, 2% - ads
http://www.nkj.ru/open/23398/Issued once a month, circulation - 40 000NKJ.ru - 900 000 unique visitors a month
Facebook: 502 661
VKontakte: 36 762 Published since 1890Twitter: 8 399
1 manager (= a journalist), 2 hours a day, no ads in, no ads outPrint version subscription does not go up (((
Our List of SM News Values
