socialscene periodistas oct2018-englow...mikel lÓpez iturriaga antonio maestre fernando berlÍn...

by apple tree communications

JOURNALISTS GONESOCIAL

2018

JOURNALISTS GONESOCIAL

2018

Journalists play a vital role in Spanish society. As conduits of information they have the power to shape public opinion and fan the fires of intrigue across the entire nation.

This opportunity is too good to miss, even for journalists with an established career in more traditional media. More and more journalists are taking the plunge every year and creating an online presence to complement their real life one. The microblog-ging giant Twitter is the network of choice for those in the news profession. Those 240 characters provide the perfect environment for sharing more personal reactions to the news and keeping their followers up to speed with recent events. The platform not only offers direct access to the wider public but it also counts among its users nume-rous world leaders, sports stars and media personalities – in short, a journalist’s dream press conference, available 24/7.

In this #SocialScene, we wanted to identify the [Spanish] journalists with the most Twitter followers and to find out what makes them so popular. Is there a magic formula for becoming an influential journalist? Who has more followers on average – digital journalists or traditional journalists? What are the hot topics that attract the most followers? What does the typical profile of an influential journalist look like? And that of their audience?

In the top 20 list of journalists on Twitter, only two spots are filled by digital journalists. Ignacio Escolar (5th) and David Fernàndez (19th) are the sole representatives of the digital cohort, holding firm against the massed ranks of traditional reporters. It is true that Twitter has helped many digital professionals to achieve relative fame, especially in the areas of satire and comedy…but, in general, those who continue to amass followers well into the thousands are those who owe their fame to the more traditional side of media reporting.

METHODOLOGY: In order to respond to these and other questions, we analysed over 180 profiles and have conducted an investigation of the Spanish journalists with the most followers on Twitter. In this way, we have created two ranking lists: a list of the 20 most followed journalists on Twitter in general and another specifically dealing with journalists whose work takes place in the digital sphere*.

*As on 30th July 2018.

JOURNALISTS GONE SOCIAL

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Source: apple tree communications analysis* Some journalists work in more than one area and have thus been included in more than one category.

01.THE POPULAR JOURNALIST WILL BE TELEVISED

30%PRINTMEDIARADIO

TV

35%60%

If you’re on TV you’re automatically famous…right? There’s actually some truth in that, at least when it comes to journalists. 60% of the top 20 list (including first and second place) work in television as presen-ters or correspondents. Jordi Évole (1st) and Ana

Pastor (2nd) both work on network TV and speciali-se in current affairs and political journalism (a theme that also unites 60% of the list).

IN WHICH SECTORS OF THE MEDIA DO THE TOP 20 MOST FOLLOWED JORNALISTS WORK?*

Jordi Évole was number 1 in the rankings with the most followers on Twitter and Ana Pastor was 2nd on the list.

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Source: apple tree communications analysis

TOP 20 MOST FOLLOWED JOURNALISTS ON TWITTER

Jordi Évole3,364,455

Ana Pastor2,000,672 958,671

Tomás Roncero Ignacio Escolar877,319

1 52

Julia Otero1,065,362

3 4

@As_TomasRoncero 958,671TOMÁS RONCERO

@iescolar 877,319IGNACIO ESCOLAR

@jpedrerol 862,695JOSEP PEDREROL

@maldiniplus 816,688JULIO MALDONADO

@susannagriso 593,801SUSANA GRISO

@pedroj_ramirez 529,465PEDRO J. RAMIREZ

@carlosherreracr 493,179CARLOS HERRERA

@lamacope 484,472MANOLO LAMA

@MonicaCarrillo 469,798MÓNICA CARRILLO

@cristina_pardo 438,971CRISTINA PARDO

@manucarreno 434,092MANU CARREÑO

@abarceloh25 432,686ÀNGELS BARCELÓ

@navedelmisterio 374,372IKER JIMENEZ

@quimdomenech 358,384QUIM DOMÈNECH

@a_lo_gonzo 351,632FER GONZÁLEZ

@HiginiaRoig 348,992DAVID FERNÁNDEZ

@antonibassas 344,369 ANTONI BASSAS

F O L L O W E R ST W I T T E R A C C O U N TJ O U R N A L I S T

@jordievole 3,364,455JORDI ÉVOLE

@_anapastor_ 2,000,672ANA PASTOR

@julia_otero 1,065,362JULIA OTERO

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SPORT IN SILVERSport is the second most popular area of journalism in the top 20 list accounting for a further 35% of the correspondents, with Tomás Roncero, Josep Pedrerol and Julio Maldonado among those who lead the digital rankings. The power of sport is so great, as followers of our #SocialScene will know, that the best teams in Spanish football like Real Madrid and FC Barcelona are some of the most followed brands in the world on social networks.

CESESSION OR SCANDAL?Current affairs in Spain are rife with controversial issues and divisive topics that attract a lot of media coverage including on social networks. Twitter hosts the after-hours debate where journalists can engage with their audience and answer the questions that are on everyone’s minds about recent developments in the Catalonian independence process, the latest political scandal or the government’s immigration policy.

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IN WHAT NEWS AREAS DO THE TOP 20 MOST FOLLOWED JOURNALISTS SPECIALISE?

DISTRIBUTION OF THE TYPE OF MEDIA IN WHICH THE TOP 20 JOURNALISTS WORK ACCORDING TO SUBJECT MATTER

5%ENTERTAINMENTSPORT

SPORTCURRENT AFFAIRSAND POLITICS

ENTERTAINMENT

PRINT MEDIA

TV

RADIO

CURRENT AFFAIRS AND POLITICS

35%60%

04


02.THE DIGITAL FACES OF JOURNALISM

10%BLOGONLINE

RADIODIGITAL

NEWSPAPER

15%90%

How many purely digital journalists can you name? The journalists who work in the digital arena tend to be less well-known than their traditional colleagues. In light of this, we have created a ranking to analyse this group exclusively. Does digital journa-lism play by the same rules? Are there differences between the two types? Or could there be more similarities than we first imagined?

DIGITAL DAILIESMany people prefer to get their news via the internet on their phones or tablets, now that there is such a wide range of options. 18 of the 20 most followed digital journalists work for digital dailies such as eldiario.es, infoLibre.es or elconfidencial.-com; or for the digital form of traditional industry leaders such as El País, El Periódico or El Mundo.

IN WHICH AREAS OF DIGITAL MEDIA DO THE 20 MOST FOLLOWED DIGITAL JOURNALISTS WORK?

David Fernàndez is number 2 in the ranking of digital journalists with most Twitter followers and Mikel López Iturriaga is number 4.

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Ignacio Escolar877,321

David Fernández348,992 260,943

Mikel López Iturriaga Antonio Maestre215,208

1 52

Jesús Maraña302,009

3 4

DAVID FERNÁNDEZ

JESÚS MARAÑA

MIKEL LÓPEZ ITURRIAGA

ANTONIO MAESTRE

FERNANDO BERLÍN

ALBERTO SICILIA

FERNANDO GAREA

VICENT PARTAL

MONTSERRAT DOMINGUEZ

PACO NADAL

MARC MARTÍN

MARÍA MUÑOZ

PABLO RODRÍGUEZ

JORGE GALINDO

KIKO LLANERAS

JUAN SOTO IVARS

ANTONIO NAVALÓN

EDUARDO SUAREZ

JUANMA TRUEBA

J O U R N A L I S T

IGNACIO ESCOLAR

T W I T T E R A C C O U N T F O L L O W E R S

877,321

348,992

302,009

260,943

215,208

170,974

144,350

130,058

128,797

93,833

41,409

37,542

36,454

35,484

33,538

33,021

28,431

24,415

23,233

22,742

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@iescolar

@HiginiaRoig

@jesusmarana

@mikeliturriaga

@antoniomaestre

@radiocable

@pmarsupia

@Fgarea

@vpartal

@MontdeMont

@paconadal

@marcmartintw

@mariadelamiel

@suanzes

@JorgeGalindo

@kikollan

@juansotoivars

@antonio_navalon

@eduardosuarez

@juanmatrueba

TOP 20 MOST FOLLOWED DIGITAL JOURNALISTS


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CONNECTED AND INFORMED

Although sport played a part in the previous list, it’s much less important for the digital journalists with only 2 of their top 20. The rest are given over to culture (15%) and current affairs which continues its previous domination with 75%.

DISTRIBUTION OF THE TYPE OF MEDIA IN WHICH THE TOP 20 JOURNALISTS WORK ACCORDING TO SUBJECT MATTER

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SPORTCURRENT AFFAIRS& POLITICS

CULTURE


BLOG

ONLINE RADIO

DIGITAL NEWSPAPER

WHAT SUBJECTS DO THE TOP 20 DIGITAL JOURNALISTS COVER?

CURRENT AFFAIRS & POLITICS

75% 10%SPORTCULTURE

15%

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THE MODERN JOURNALIST


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PROFILE OF A TOP JOURNALIST ON TWITTER

MAN

AREA: TV

AROUND 49 YEARS OLD

488,000 FOLLOWERSON AVERAGE

WRITES ON CURRENT AFFAIRS

TWEETS 9 TIMES A DAY

MIXING IT UPModern journalists can’t afford to limit existence to the [analogue] world. The benefits of maintaining a presence on digital channels are undeniable – greater exposure, increased engagement and a more personal connection with their readers. All of which explain why more and more journalists have a career which spans both traditional and digital areas.

AGE IS JUST A NUMBER

Despite this maxim, there appears to be a correla-tion between the traditional and digital journalists when it comes to age. The average age of the

traditional list is 49 years old while for the digital professionals it’s 47. Just because it’s digital doesn’t mean it belongs to a younger generation.

TRADITIONAL VS DIGITAL

Surprisingly, it is the traditional journalists who have the most followers, the best engagement and the greatest reach with their posts. Contrary to what we might think, digital journalists don’t necessarily have more followers on social media, aren’t younger and don’t generate more interaction than their traditio-nal counterparts who have taken the digital world by storm.

FOLLOWER TYPE: 30 YEAR-OLD MAN

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AVERAGE NUMBER OF FOLLOWERS OF THE TOP 20 DIGITAL JOURNALISTS VS TOP 20 TRADITIONAL

television to be heard. The platform has levelled the playing field in terms of public exposure for these less well-known journalists. That isn’t to say that more celebrated journalists haven’t benefi-ted as well. The personal nature of the interac-tions on Twitter has brought many journalists closer to their audience without the media agency or news corporation acting as the middleman. This trend of direct journalism is one that has advantages for all sectors of the profes-sion.

DOING IT DIGITALSurely there’s a difference between the feed of a digital journalist and that of a print columnist? Do more followers translate into more engagement? As far as these journalists are concerned, there are no marked differences between the profiles of digital and traditional fields. They receive a similar amount of public attention, publish just as often and are even roughly the same age.

Twitter has enabled journalists who do not have the luxury of a newspaper contract or a job in

1,000,000

800,000

600,000

400,000

200,000

0DIGITAL TRADITIONAL


FOLLOWERS

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04.IS IT JUST ME?


# JOURNALISTS OF THE TOP 20 WORKING IN EACH TV CHAIN

ONLINE AND OFFLINE INFLUENCE OF THE NEWS PROGRAMMES BROADCAST BY THE PRINCIPAL NATIONAL TV CHANNELS

Social networks depend much more on opinion than straight-up news broadcasts and it looks like LaSexta are more adept at eliciting a positive response from their followers. When we log into Twitter, we enter a world of opinion and it is those who rock the boat and choose a side who end up with the most followers. Impartiality doesn’t get people going nearly as well as controversy and the ones who wield influence online use as a means to connect with their audience.

This would explain why individual journalists are followed more assiduously than the news chan-nels they work for; the opinion is the attractive factor more than the news itself.

In this #SocialScene we have seen that the typical journalist on our top 20 list works in televi-sion and reports on current affairs. But are these journalists followed by more people for their insightful reporting or does the exposure they receive from television have an effect? Do some channels have more journalists on our list than others?

Over half the journalists on the top 20 list work for Atresmedia Corporation. So when it comes down to individual channels it comes as no surprise that Atresmedia’s LaSexta is top of the pile. Does this mean that more people watch LaSexta compa-red to other news channels? Nope, LaSexta is placed fourth in audience share statistic behind Telecinco, Antena 3 and TVE1.

It would seem that “offline” influence does not necessarily translate in to “online” for journalists.


1,800,000

1,600,000

1,400,000

1,200,000

1,000,000

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18%

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FOLLOWERS IN TWITTER OF INFORMATIVES

% SHARE

@sextaNoticias @noticias_cuatro @A3Noticias @telediario_tve @informativost5

0 1 2 3 4 5 6 7

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POSITION ACCORDING TO...


individual influence enjoyed by its journalists comes in second, it has 85% fewer followers in the top 20 compared to the combined might of LaSexta.

The importance of online influencers continues to grow in tandem with the use and spread of social networks. At apple tree we have spent 5 years analysing the social networks, people and brands that most influence our surroundings. This ongoing study has enabled us to develop a new part of our digital operations which specializes in identifying true influence, basing it not only on the number of followers but also on the capacity of certain individuals and brands to create or identify content with a high sharing potential on social networks.

The importance of social influence is greater than ever and it is considered an essential element in the development of digital or integrated communications campaigns.

In terms of Twitter followers and its share of audience compared to other channels, LaSexta represents an interesting contradiction. As mentioned, it has the most journalists in the top 20 list and its dedicated Twitter feed is second only to Antena 3’s in terms of followers. However, its audience share is well below its main competitors. How can we explain this? The answer lies in the kind of programmes that LaSexta broadcasts. Its news bulletins may not be the most popular, but the channel produces a wealth of documentaries and other non-fiction programmes which could account for the greater dispersal in their audience figures. While their followers might head to other channels for the latest coverage, LaSexta’s overall content and reporter profiles make up for this deficit in other formats, including online commentary.

Antena 3 leads the follower rankings for dedicated Twitter accounts and in terms of audience share as well. And, although the

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AUDIENCE SHARE

FOLLOWERS OF THEIR JOURNALISTS

IN THE TOP 20

TWITTERFOLLOWERS

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by apple tree communications

The importance of online influencers has been growing alongside the penetration and use of social networks. As a result, at apple tree we have spent more than 5 years analysing the social networks, people and brands that most influence our surroundings. This ongoing study has allowed us to develop part of our digital operations to specialise in the detection of true influence, basing it not only on number of followers but also on the capacity of certain individuals and brands to create or detect content with high sharing potential on social networks.

The importance of social influence is greater than ever and is considered an essential element in the development of digital or integrated communications campaigns.

WHAT IS SOCIALSCENE?

It is a study published by apple tree com-munications in which we analyse the evolu-tion of social networks.

WE FOLLOW:

Influencers, the most followed people in the world

What brands are leading social networks

What is being talked about on social networks

Innovations in the world of social communication

WE MAKE BRANDS MEANINGFUL TO PEOPLE

We believe that undestanding people is the basis for strategic communication. Because only when you truly reach people can you effectively communicate, motivate, mobilize

and, ultimately, sell to them.

[email protected]

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socialscene periodistas oct2018-englow...mikel lÓpez iturriaga antonio maestre fernando berlÍn...

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