20 Minuten vs. NZZ: Who is the Swiss social media leader?

Which Swiss media brand has the greatest influence via social media? On April 17, MK-Fokus reported on a study the Fink&Partner Social Media Observation Group and Socialbakers, which examined the social media usage of leading German-language newspapers. The study concluded that the Neue Zürcher Zeitung was the leading Swiss print medium on Twitter and Facebook. The reactions on Twitter were not long in coming:

@NZZ the No.1 in social media? Sure, if you don't raise our 190,000 fans&followers. http://t.co/x3vcESkSNI //cc @MKReditorial- 20 Minutes (@20min) April 24, 2014

@luschair more than just a blemish, @viewamnight is also not included, by the way. "Study" from @MKReditorial so simply unusable.- Nick Lüthi (@nick_luethi) April 17, 2014

@luschair@nick_luethi@mkeditorial Why has @blickch 0 followers? They have 37,300, that's 4000 less than us.- Blick am Abend (@blickamabend) April 17, 2014

In fact, the study has some shortcomings. For example, neither "20 Minuten" nor "Blick am Abend" were taken into account. The two commuter newspapers are characterized by a strong presence on Facebook and Twitter, among other things. As already in the contribution to the study mentioned, the "@blickch" account with over 37,000 followers was also not included."The real leader of Switzerland is missing with 20 Minuten"."With 20 Minuten, the real leader in Switzerland is missing from the study," says Christoph Zimmer, Head of Corporate Communications at Tamedia. "With a total of 195,000 Facebook friends and a total of 160,000 Twitter followers across all accounts, 20 Minuten appeals to more social readers than any other medium in Switzerland. 20 Minuten is therefore actually in the lead in terms of the number of fans and followers. However, this is only a benchmark to measure the presence on social media. The decisive factor is also how active these fans and followers are.Klout score of Swiss media brandsA benchmark that measures the "online influence" of a person or a company is the "Klout score". The scale ranges from 1 to 100 and supposedly evaluates, among other things, the number of friends, activities and number of recommendations in various social networks.The Kuble AG created on Influential.ch Rankings based on Klout scores. There you will also find a Ranking of Swiss media brands:

Source: Kuble AG, http://einflussreich.ch/metamythos/medienmarken-schweizHere again, the NZZ is clearly in the lead with a score of 84.66. Somewhat surprisingly, radio24 follows in second place, with 20 Minuten in third place. "Blick am Abend" is in eighth place, the Tagesanzeiger in tenth.However, the Klout score is not beyond reproach either. The most frequent points of criticism: The calculation of the Klout score is not transparent and comprehensible. In addition, no quality criteria are applied; only the number of activities is recorded.Switzerland compares favorably with other countriesDespite all its shortcomings, the study shows one thing above all: Swiss print media are doing very well on social media compared to other countries. The NZZ recently announced that it would intensify its digital offensive. Facebook, Twitter and the like are an attractive platform for media brands to distribute their content and interact with readers.Author: Simon Wolanin