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%


To Connect with Businesses or Non-Profit Organizations…


To Share What’s Going On In My Life…

66%


To Find Out What People Are Really Talking About…

47%


To Get News… 66%


To Share News Online 44%


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%


Previews of what will appear on the next Fox 9 newscast.

63%


Personal insights from Fox 9 anchors and reporters on what’s happening…

66%


Ability to contribute comments to Fox 9 News, the Fox 9 Morning News, or The Buzz…

73%


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