The line between television, radio, and print platforms is blurred. According to the Pew Research Center, fewer Americans look to television as a main source of news and about half of those who do are tuning in for local broadcasts.
All national media is hosted digitally and even local news producers have diversified their distribution strategies. Our own research shows that local publishers are thriving on social media. A news story that originally aired on cable television will now stream digitally through owned media channels in addition to being shared on social media platforms. What’s astounding is these social media platforms that originally started with small group sharing have scaled to include large brands contributing both hyperlocal and globalized content.
That’s because the real impact of TV campaigns is social, where consumers and influencers talk about brands and products as a part of their daily lives. It might sound difficult to track, but this type of social news monitoring no longer needs to be a laborious task. Harnessing the power of technology, NewsWhip’s Spike software tracks upward of half a million websites and blogs worldwide to bring focused insights on what mentions matter the most.
In addition to tracking websites, Spike crawls more than 500,000 Facebook, Twitter, Instagram, and Youtube accounts. CNN is one such example of a TV producer attracting more and more users on Facebook and Twitter. Monitoring reputation is more important than ever.
Usually there are two choices for a brand facing scandal: engage or monitor. If you knew in advance how popular a story would be on social media, how would that impact your strategy? Besides being able to identify who is championing your brand in real-time, Spike also provides an timely insights for public relations professionals through predictive social media analysis. Other major advantages to using the software is identifying influencers who consistently make the most headway with your audience.
Visit the NewsWhip Research Center: It’s the central intelligence hub of NewsWhip where we regularly publish reports around changes to the social platforms and event-specific insights (Black Friday, Christmas, Super Bowl, World Cup, Brexit, Presidential Elections and much more). This multidisciplinary team is comprised of Content Strategists, Editors, Data Scientists, Research Associates and outside partners, including leaders in academia. The center focuses on demystifying the spread of news and information and provides insightful interpretation of the vast social data that surrounds us.
