occupy newsfeed: online media vs traditional media
TRANSCRIPT
OCCUPY Newsfeed:Traditional vs Online Media
Occupy Hong Kong a huge opportunity for all media
Facebook played a big part in this OCCUPY event… especially some media suffered from cyber attacks.
Top 10 Media Pages
Methodology
• Screen news media from the top Hong Kong media list from Socialbakers
• Rank those media by local Hong Kong fans
• Remove some overseas media, like BBC
Online vs Traditional
6 Online
4 Traditional
Fans Growth
• Growth of traditional vs Growth of online: 440,000+ vs 644,000+• Average growth of traditional vs online: 110,000+ vs 107,000+• 3 media over 200,000+ fans growth: Apple Daily, In Media & Passion Times
Fans growth of both sides were more or less the same.
Post Volume
【今日抗爭的香港人是暴徒嗎？】
香港對上一次有警察發射催淚彈，是1967年暴動時，對付放炸彈的左派暴徒。
Top 10 Pages published over 20,000 posts
Online: 14,100+
Traditional: 6,500+
Online media published more posts
Post Volume• On average, a traditional media published
130 posts in 50 days.• i.e. 32+ posts a day
• Online media did over 283 posts over the period.
• i.e. 47+ posts a day
Apple Daily and Passion Times the highest volume: 4,900+ & 4,300+ posts
Post Engagement
• Passion Times were huge! • It OCCUPIED 42 places out of top 50 posts.• Good News Hong Kong followed Passion Times
• Traditional media rarely showed up.• Only 2 feeds were from traditional media• One from HKEJ (#10); One from SCMP (#37)• The first Apple Daily feed was ranked #130, as the engagement rate scored only 11%• If count on absolution number, Apple Daily OCCUPIED the top 5.
• Sept contents the most engaging• 32 out of top 50 posts created in Sept, first 5 days of the event• None of the top 50 posts created in Nov.• Only ONE of top 100 posts created in Nov.
Top PostsPage Contents Interaction Engagement %
Hong Kong Good News Salute to Hong Kong Police (28 Sept) 36,821 60%
Passion Times A raining night of Umbrella Revolution (30 Sept) 73,882 51%
Passion Times Over 130,000 people occupying Central, Admiralty, Wan Chai and CWB (29 Sept)
65,240 51%
Passion Times A news of an auxiliary police resigned (29 Sept) 44,152 50%
Passion Times Singer Denise Ho showed up in Admiralty (27 Sept) 29,160 43%
Passion Times Rumours suggested policemen resigning (29 Sept) 37,770 43%
Passion Times An anti-occupy man was angry with a foreign journalist (3 Oct)
70,481 40%
Passion Times Over 50,000 people occupying Admiralty (29 Sept) 51,371 40%
Passion Times Denise Ho: Hong Kong people should be proud of ourselves (29 Sept)
33,894 38%
HKEJ Repost a clip in which Henry Tang claimed C.Y. Leung telling lies. (29 Sept)
37,476 36%
What shall we learn?
• Brand contents lose• Especially in the first week, brand Page contents buried, as Facebook delivers
“better (more engaging) contents to more people• Avoid postings during the peak period• Leverage media pages?
• Media page advantages• Brand page can rarely achieve over 2% engagement rate• Believe that Facebook give privileges to media over brands
• Online media on the rising• But the political stand might scare you as a marketers• Traditional media allows a mix of various media
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