Social Media Portal: Q2 Facebook numbers, Twitter hack & PBS NewsHour insights



Research & Reports

  • New data shared by LinkedIn says that more than four million LinkedIn members work in nonprofit industries in the US, and that we are 1.4x more active compared to the average US LinkedIn user. Specifically, we share more (93%), follow more companies (16%), and view company pages more (15%).
  • Shareablee released their monthly Power Rankings, looking at the top TV shows and media publishers based on social conversation generated.
  • NewsWhip published their Q2 report on Facebook, which saw a record level of engagement with digital content — more than 16 billion engagements, breaking the previous record of 14 billion in Q1. This was driven by the massive public interest in coronavirus and the Black Lives Matter protests, which combined to drive more than five billion interactions with website coverage that covered one of those topics. Read the full NewsWhip report.
  • NewsWhip numbers also show that since the pandemic started, Facebook users are clicking on hard news more than soft news. NiemanLab has a breakdown of other takeaways from the data.
Combating Disinformation
WGBH’s curated resource page for misinformation, disinformation and hate speech on social media coverage now includes a section featuring the content from Rewire, Next Avenue, WNET and Connecticut Public. Thanks to those of you who followed up after last week’s newsletter with content from your own stations and productions!

Social Media Headlines

Twitter hack: What went wrong and why it matters (BBC News)

Vine reboot Byte surges on the app store after Trump threatens TikTok ban (AdWeek)

The New York Times used CrowdTangle’s new search tool to investigate how false antifa rumors spread in 41 local cities (New York Times)

Support of Black Lives Matter prompts reviews of stations’ social media policies (Current)

WGBH Highlights

Parler: The Platform for Conservatives
The Platform Wars — IG Plans to Oust TikTok
Influencers Push Lifestyle Tips… And Conspiracy Theories
  • WCRB celebrated Bastille Day with a live performance by New York’s Naumburg Orchestra in our studio in Boston, streamed to YouTube and Facebook.
  • As part of The World‘s regular series of live conversations about the coronavirus, this week’s discussion focused on advances in testing. Watch the replay on Facebook or YouTube.
  • WORLD Channel screened their new series “The History of White People in America” as part of the PBS Short Film Festival with a Facebook Watch Party.
  • This week’s WGBH Education newsletter included a section about its social media presence, outlining where to find @WGBH_Edu to an audience that might not be aware that additional ways to follow and connect exist. Take a page from this team’s book: remind your newsletter audiences to follow you on social, not just with “share” buttons but with a thoughtful explanation of the value they bring!
  • Masterpiece has an Instagram Live chat with Grantchester stars Tom Brittney and Robson Green, today at noon ET.
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Public Media Highlight

In another PBS NewsHour Q&A, producers from the editorial, digital and audience teams shared recent insights on Facebook Livestreams, Instagram growth, Twitter threads and the YouTube Stories. Here are some live streaming production hacks to apply to your own social productions:
  • Put up topic titles on live streams so viewers who come mid-stream understand what the conversation is about.
  • Coordinate cross-platform user questions in a Google doc shared by both producers and talent.
  • Designate a sole producer to clip video during the broadcast so that you can simultaneously post on social to promote and amplify the live stream on other platforms.
  • It’s important to have a social moderator to watch the stream and engage with / moderate the conversation. On YouTube, the moderator takes down irrelevant or hateful comments. But on Facebook, moderation is easier due to new automation tools like “slow” mode.
Next week I’ll share what I learned about social callouts! Or, you can watch the Q&A in full.

Steal This Idea: Deep Engagement on Instagram

Among the 22 Instagram Local News Fellows is Alexis Angelini, who has developed an approach to encourage “deep engagement” at KQED. Quoting from a recent RJI feature that details this approach:
  • Digestible content: Having observed typical Gen Z behavior, Alexis understands many of her peers are seeking bite-sized pieces of information that are easy to consume and just as easy to pull into their own story to share with friends.
  • Clear call-to-actions’s: Alexis has been adding direct call-to-action messaging to captions, such as “share this with a friend” or “save this for later.”
  • Tag related accounts: Leverage tags to help your audience discover accounts that do similar work. People will save your post so they can revisit and explore these related accounts.
Alexis points to this post on KQED’s feed that generated upwards of 11,000 Shares and over 2,500 Saves, which blends all three aspects of her strategy.

Platform Updates

  • Snapchat is testing a new feature that will allow users to continuously scroll through stories with a vertical swiping motion much the same as users look through TikTok (TechCrunch)
  • Facebook is launching a new section dedicated to correcting misinformation about COVID-19. (CNBC)
  • In an attempt to compete for rights to music-related content on YouTube, Facebook is debuting a specific music video destination within Watch, where it will publish officially licensed videos from labels and video publishers. (TechCrunch)
  • YouTube is introducing an informational panel to show creators other videos their viewers have watched and an updated audience retention chart. (YouTube Creator Insider)
  • Instagram is working on an option to allow users to edit the preview image and thumbnail for their IGTV videos. (Matt Navarra)

PBS Editorial Standards: When Does a Social Media Post Create a Conflict of Interest?

An associate producer posts a personal opinion about the #MeToo movement on Facebook while working on a film about the issue. Does the post risk undermining the public’s trust? Take the interactive case study. (Note: this link is available to public media employees only.)



Article by: Tory Starr

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