NZZ leading Swiss newspaper on Twitter and Facebook
SOCIAL MEDIA A study on the social media presence of 31 German-language newspapers shows that the NZZ can count on many fans and followers and is in an excellent position in an international comparison. Blick and Tagesanzeiger score highly in terms of interactions.
The high-circulation Swiss newspapers can hold their own with their social media presence in an international comparison.A study of the Fink&Partner Social Media Observation Group and Socialbakers conducted a broad-based study of social media usage at leading German-language newspapers. A total of 31 newspapers with a total print circulation of more than 10 million were monitored during three months (Dec. 30, 2013 to March 30, 2014).From Switzerland, the following newspapers were included: Blick, Tages-Anzeiger, Berner Zeitung, NZZ, Neue Luzerner Zeitung, Südostschweiz, Basler Zeitung and Aargauer Zeitung.Facebook and Twitter capturedIn total, the 31 newspapers have over 5 million followers on the Facebook and Twitter channels measured. Facebook is the dominant channel, with over 300,000 fan interactions (likes, comments, shares). If Facebook fans and Twitter followers are added together, the Neue Zürcher Zeitung scores particularly well. With just under 120,000 "social media readers," the daily newspaper is clearly in the lead throughout Switzerland and in eighth place in an international comparison, ahead of Handelsblatt, FAZ and Zeit. The Tagesanzeiger follows in second place, and Blick in third.
Results must be put into perspectiveOn closer inspection, however, the results should be taken with a grain of salt. For example, no figures are shown for Blick's Twitter followers, although the "@blickch" account has over 37,000 followers.
NZZ does many things rightNevertheless, the NZZ seems to be doing a lot right when it comes to social media. In particular, the high proportion of Twitter followers, currently just under 80,000, is impressive. On Facebook, too, the NZZ is in the lead with over 40,000 fans, albeit only just ahead of Blick.
Blick readers are very active on social mediaSwiss newspapers can really score points when it comes to the engagement of social media readers. The engagement rate on Facebook measures the ratio of likes, comments and shares on a page to the number of posts and the total number of fans per unit of time (days). ZEITmagazin is followed by Tagesanzeiger in third place, and Basler Zeitung in fifth.
Tagi scores with interaction on TwitterA Swiss publication is also in the lead in terms of Twitter engagement rate, namely the Tagesanzeiger. After the "Freie Presse," the NZZ follows in third place. Here, too, the Blick Twitter account was obviously not included in the study and would presumably also be in front.
The entire study with many other exciting findings is available here as a PDF: www.smog-online.de/SocialMedia_Nutzung.pdfAuthor: Simon Wolanin
