Jacques Natz of SmithGeiger discusses how social media can affect journalism.

1. 2013 Hurley Symposium
Screening for Social TV
April 2013 © 2013 SmithGeiger LLC

2. News Consumers on Social Media
• 90% of all Americans consume local news online at least once on a weekly basis.
– Social Media Is A News Platform – More Digital News Consumers Turn to
Facebook (over half) Every Day for News Than Watch Local News Program
Daily – by 10 percentage points
Share of News Viewers on Each Social Media Site
90%
51%
40%
26%
Facebook Twitter Google+ Pinterest
© 2013 SmithGeiger LLC 2

3. Three Screen Is Here
Frequency of Platform Usage for News and Information
Internet 60% 25% 8% 4% 3%
Television 55% 36% 6% 2% 1%
Smartphone 28% 13% 5% 3% 51%
Tablet 10% 9% 5% 3% 72%
Multiple times every day About once a day Once a week Less than once a week Never
© 2013 SmithGeiger LLC 3

4. New Tactics to Win
Use comments for data-driven slideshow
Drove over 200,000 page views
on thebostonchannel.com
© 2013 SmithGeiger LLC 4

5. Topic Fan Pages
Problem: Feedback on main WESH fan page about too many
Casey posts
Solution: Launched “Casey Anthony Updates” page for the
hardcore fans
Over 275,000 passionate fans
Hundreds of interactions per post
© 2013 SmithGeiger LLC 5

6. WCPO & Facebook Integration
© 2013 SmithGeiger LLC 6

7. WPTV & Facebook Integration
© 2013 SmithGeiger LLC 7

8. Relative Share of Facebook Engagement
WMBFNews
WMBFNews wbtwnews13 newschannel15
wbtwnews13 newschannel15
sunnews
sunnews myhorrynews
myhorrynews
Facebook Fan Page Engagement Comparison Over Time
1.6K
Fan Interactions (Likes, Comments, Posts)
1.4K
4%
5%
1.2K
13% 1.0K
800
45%
600
400
200
33%
0
© 2013 SmithGeiger LLC

9. Facebook Post Views
© 2013 SmithGeiger LLC

10. The Struggle is How To Effectively Engage
© 2013 SmithGeiger LLC

11. The Struggle is How To Effectively Engage
Over 218,000 Fans
Over 187,000 Fans
© 2013 SmithGeiger LLC

12. How to Measure Success?
Viewing Behavior over
Different Types of Morning News Coverage
Health and medical updates 65% 11% 23%
Reports on technology news or developments 63% 12% 25%
Sports scores and highlights 53% 16% 30%
Business and stock market reports 48% 17% 35%
Interesting and outrageous videos from the internet 47% 20% 33%
Entertainment and celebrity news updates 47% 24% 29%
Stories that are trending on social media 39% 23% 38%
Social media comments or posts 24% 26% 49%
When you see a story that you have already seen from the
previous night’s news 22% 35% 43%
When you see a story you have already seen before that morning 20% 40% 40%
Continue watching Change the channel Ignore the story but do not change the channel
© 2013 SmithGeiger LLC 12

13. Three Ways to Measure Success
• Web Referral Traffic
• Virality and Total Reach
– Facebook Insights
• Organic TV Integration
Baked in vs. bolted on –
The Facebook
Conundrum
© 2013 SmithGeiger LLC 13

14. Twitter to Air
© 2013 SmithGeiger LLC 14

15. 2013 Hurley Symposium
Screening for Social TV
April 2013 © 2013 SmithGeiger LLC