group 1 discussion leading
TRANSCRIPT
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Please enter this linkPOLL LINK: HTTP://ETC.CH/JQIB
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Social Media Handles of News Agencies
Group 1
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WHERE DO YOU READ NEWS?
1. Print
2. Social Media
3. Mobile Apps
4. Websites
5. TV
6. Radio
7. Others
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* Reuters Institute Digital News Report 2016
University of Oxford
http://reutersinstitute.politics.ox.ac.uk/sites/default/files/Digital-News-Report-2016.pdf
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WHICH SOCIAL MEDIA PLATFORMS DO YOU RELY MOST TO READ NEWS?
1. Instagram
2. Twitter
3. Weibo
4. Facebook
5. Youtube
6. Others
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*新聞與社交媒體使用行為調查 2015
香港樹仁大學新聞與傳播學系網絡傳播研究中心http://app3.rthk.hk/mediadigest/media/pdf/pdf_1445834446.pdf
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DO YOU SEE SOCIAL MEDIA AS AN ESSENTIAL NEWS SOURCE?
1. The most important way I get news
2. An important way I get news
3. Not a very important way I get news
4. Other Opinions
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*News Habits on Facebook and Twitter
Pew Research Centre
http://www.journalism.org/2015/07/14/news-habits-on-facebook-and-
twitter/
U.S
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HOW ABC7 SHARE THEIR NEWS VIA SOCIAL MEDIA?
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NEWS AGENCIES AND SOCIAL MEDIA
CASE STUDY- ABC7
Use Across Social Media Platforms -including Facebook, Twitter, Instagram, website
For what purpose?-Change of news consumption habits-Create a “pathway” of news
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Facebook OverviewNo. of Followers: 2 million
Average Posts per day: 20
Average Weekly Growth: 0.34%
-Provide summary of news with
relative photo or video
-Website link for further reading
-cover almost all topics
-Live reports
Summary of news
Live!!
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Twitter Overview
No. of Followers: 0.7 million
Average Posts per day: 80
Average Weekly Growth: 1.1%
-Posts are similar to Facebook but more precise
-More frequent updates
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- a series of news report
- keep update within a few hour
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Post interaction: 0.35%Tweet interaction: 0.011%
Users’ Interaction (i.e. likes, comments, shares)
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Instagram Overview
No. of Followers: 116,000
Average Posts per day: 3
Average Weekly Growth: 2.3%
Reposting top 7 images for people who tag
@abc7la and use #abc7eyewitness hashtags
-people can use that hashtag to find stories
related to abc7la
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- Generated 4,465 Posts within 3 years (since March 6 2013)
- Likes from 17 to 1,110
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Not the most recent news:
e.g. The possibility of being the host of Olympics in 2024.
More positive news or vibes even when describing a tragedy:
e.g. how to raise funds for the boy in the pic who passed away because of Batten disease.
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Drive the audience to watch the live
Abcla mentioned this heroic story and announced the time of the ceremony on instagram
e.g. A lady who protected a child from being kidnapped by a woman in an elementary school.
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Why?
Demographics : 25- 35
It is because nowadays the young generation tend to focus on the other things than news?
The highest views of post - A Burger Photo
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Instagram Analytics
Abc7la has time to pick the best pictures to post on Instagram which is different from Twitter and Facebook.
They provide soft news and those are not recent news.
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HOW INITIUM MEDIA (端傳媒)SHARE THEIR NEWS VIA
SOCIAL MEDIA?
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Facebook Overview
Facebook Instagram Twitter
No. of followers over 152,000 6200 18000
Average post/day 25 1.8 16
Average weekly
growth
1.8% 13% 1.9%
Average
engagement rate
3.5% 3.40% 0.4%
* Last 28 days data from fanpagekarma
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#HASHTAG
Main function: To categorize the coverage
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TYPE OF POSTS
Picture Posts :
- attract audience’s eyeball
Link Posts : increase the
website traffic
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PHOTO POSTS : INSTANT NEWS
Short and direct message
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PHOTO POSTS : INFOGRAPHICS
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LINK POSTS: IN-DEPTH REPORT/LONG COVERAGE
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TOP POSTS WEEKEST POSTS
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INSTAGRAM OVERVIEW
● The lowest post/day but the
highest weekly growth
→ expanding its market in HK
● Focus more on photos* Last 28 days data from fanpagekarma
Facebook Instagram Twitter
No. of followers over 152,000 6200 18000
Average post/day 25 1.8 16
Average weekly
growth
1.8% 13% 1.9%
Average
engagement rate
3.5% 3.40% 0.4%
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#HASHTAG- More hashtags → reach wider audience
- key words → X full sentence → easy to read
- #apimage → outsource → invest to better picture quality
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20-second video - 2016 Top Views
https://www.instagram.com/p/BJPzkUMAZap/?taken-by=initiumphoto
- People mostly use
instagram on phone
- Quick view
- How to make them stay?
- Soft news → same as US
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TYPE OF POSTS
Photo/video-focused
E.g. Wang Chau issue
post only 1 of the photos
choose the best to catch the eyes
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TWITTER OVERVIEW
- Less popular to use in Hong Kong
- High average post/day but low weekly growth
• less new readers → Twitter didn’t push the usage in HK
* Last 28 days data from fanpagekarma
Facebook Instagram Twitter
No. of followers over 152,000 6200 18000
Average post/day 25 1.8 16
Average weekly
growth
1.8% 13% 1.9%
Average
engagement rate
3.5% 3.40% 0.4%
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#HASHTAG
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TYPE OF POSTS
Precise message
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COMPARISON
1) Facebook: US=HKa)people use this channel to read news
b)cover both hard news and soft news
c)cover recent news
2) Instagram: US=HKa)people use this channel to read news
b)mostly on soft news
c)many hashtags and less full sentence
3) Twitter: US > HK
a) US - more on breaking news
b) HK - more on general news, sharings on health and living
c) More people rely on Twitter in US than in HK
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HOW DOES FACEBOOK NEWS FEED DECIDE WHICH STORIES TO SHOW?
* https://www.facebook.com/help/166738576721085
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ECHO CHAMBER
Definition: In news media an echo chamber is a metaphorical description of a situation in which information, ideas, or beliefs are amplified or reinforced by transmission and repetition inside an "enclosed" system, where different or competing views are censored, disallowed, or otherwise underrepresented.
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ECHO CHAMBER
People have the tendency to look for news that confirms what they already believe.
Creates a network of like-minded people who will spread these common sources and accept them as truth.
make you narrow minded
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HOW WOULD YOU FACE THIS SITUATION?
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THANK YOU!