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Social Slide 2 Majority of Twitter users follow newspaper content Source: YouGov. Sample size 1266 Twitter users Slide 3 Followers Non-followers Source: YouGov. Sample size 1266 Twitter users Newsbrand followers visit Twitter more often Slide 4 And are much more active Twitter users Source: YouGov. Sample size 1266 Twitter users Slide 5 It is important that news on Twitter is verified by a respected brand Source: YouGov. Sample size 1266 Twitter users Newsbrands bring trust to news on Twitter Slide 6 say that It is important that news on Twitter links to more in-depth analysis/articles. Source: YouGov. Sample size 1266 Twitter users Newsbrands also offer context and more information about news Slide 7 The influence of mainstream media on social in boosting conversation, buzz and video views Human rights group Invisible Children released viral video, Kony 2012, highlighting the atrocities committed by Ugandan war lord Joseph Kony Kony 2012 The story Slide 8 Kony 2012 the video goes viral It wasnt until the story was reported on 7 th March by all the most important online and offline publications, including all major UK papers that the story went mainstream. Views boosted on the 7 th. A sudden boost of views occurred on 7 th March Kony 2012 The story Slide 9 PublisherArticles # www.guardian.co.uk21 www.telegraph.co.uk10 www.bbc.co.uk8 www.sabotagetimes.com4 www.manmademag.com4 www.amnesty.org4 www.huffingtonpost.co.uk3 http://buzz.bournemouth.ac.uk3 www.wsc.co.uk3 blogs.channel4.com3 Top 10 online publications by volume of articles Newsbrands played a key role in triggering buzz about Kony 2012 Kony 2012 The story Slide 10 7/8 th March 5/6 th March Video views: 9m Social media buzz: 238k Google Searches: Index 3 Video views: 55m Social media buzz: 1.5m Google Searches: Index 10 NEWS +611% +630% +333% The importance of mainstream media in helping to create the most successful viral video of all time Kony 2012 The story Sources: Video views, Invisible Children Social media buzz, Prophesee Google searches, Google Insight for Search