Social Media

Content Analysis

Janina Schmeißer

Prof. Moon

Table of Contents

1 Introducing Süddeutsche Zeitung• Brief introduction of Süddeutsche Zeitung•

Overview of facebook marketing2 Analysis of Süddeutsche Zeitung`s social media page•

Information•Infotainment•Entertainment•Open Discussions

3 Analysis of the competitors

social media pages

•Frankfurter Allgemeine

Zeitung

•Bild

4 Insights

5 Recommendations

Brief introduction of Süddeutsche Zeitung

• Type: Daily newspaper• Format: Nordisch• Owner: Südwestdeutsche Medien Holding (de)• Editor: Kurt Kister• Founded: 6 October 1945• Political alignment: centre-left, Progressive liberalism• Headquarters: Munich

The title, often abbreviated SZ, literally translates as "South German Newspaper". It is read throughout Germany by 1.1 million readers daily and boasts a relatively high circulation abroad.The national edition features four sections: Politics, Culture, Economy and Sports.(Editions sold in Munich and its surrounding counties include a local news insert)

Overview of facebook marketing

Overview of facebook marketing

Süddeutsche Zeitung facebook fan page

• The purpose of Süddeutsche Zeitung`s facebook fan page is to interact and to communicate with their readers

• The communication includes information about every section of the newspaper

• Updates are given minimum 10 per day

• Therefore I decided to divide the given information in different types

• Information: pure information• Infotainment: information, given in an entertaining way• Entertainment: entertaining subjects, no focus on informing contents• Open Discussions: questions (mostly political) given by the company to start discussions

among the readers

Süddeutsche Zeitung facebook fan page

INFORMATION

The GOOD:

Short and catchy information about a current political issue in Germany so that every reader can keep the latest news in his mind=> a lot of likes and comments

„Subsidize renewable energies: 30 billion € Subsidize nuclear and fossil plants:100 billion €

Brightening of the report on subsidies:priceless“

Süddeutsche Zeitung facebook fan page

INFORMATION

The BAD: bad word usage (good morning- kidnapping) and personal opinion very shocked) no neutral reporting angry comments from readers

„Good morning from the Sz- tower, where we have to tell you very shocked that the Lybian head of government Seidan got kidnapped“

„SD, you shouldn`t be very shocked, but give neutral reports“

„what a bad report, really!“

Süddeutsche Zeitung facebook fan page

INFOTAINMENT

The GOOD:informative report, that is given in an entertaining way by showing a picture

=> grabs the reader´s attention better

=> a lot of likes and comments

„In Northkorea opens the first skiing resort. But without lifts- because the Swiss denies the delivery.Due to the north korean news agnecy KNCA this is a „seriously human rights abuse“ against the nation“

Süddeutsche Zeitung facebook fan page

INFOTAINMENT

The BAD:Picture given to the information is in a low quality seems to have wrong content

=> lots of comment sabout the bad picture but none about the given information (SZ dismissed its point)

„The measuring of the internet: everyone knows what it is. But who wants to show it in pictures reaches his limits. English scientists tried to show it via a worldmap.“

„Why is the quality of the pic from 1763?“

„This is totally wrong about South Korea. Baidu is a chines website. In Sk we have our own websites which are called naver and daum...“

Süddeutsche Zeitung facebook fan page

ENTERTAINMENT

The GOOD:

SZ catches the readers by showing a picture of a very well known tv- show and entertains them with a funny comment

=> 387 likes and 84 comments

„The end of the „Bad Germans“?How the german TV- market changes the image of the germans in the USA

Süddeutsche Zeitung facebook fan page

ENTERTAINMENT

The BAD:SZ reports about a theme that is just interesting to a certain group of readers and not even funny

=> links to other webstites on their page

„from a fight in the eigth division to a red card against Matts Hummels: sports judges work different from lawyers- despite of that they make decisions with extensive consequences. What about their independence? A visit at a sport judge.“

Süddeutsche Zeitung facebook fan page

OPEN DISCUSSIONS

The GOOD:

Interaction between the newspaper and the reader=> bonding to the newspaper

Interaction among the readerslong comments=> interesting theme that concerns a lot of people

„How safe is your pension? Are you scared of poverty in old age?Discuss with us now!“

Süddeutsche Zeitung facebook fan page

OPEN DISCUSSIONS

The BAD:

theme that has been in discussion since a long time

=> doesn´t interest a lot of people any more=> bad interaction

„Today in the chat: Agenda 2017: tax policy- what is wrong with the german tax system?- what would you change?“

Analysis of the competitors` social media pages

Frankfurter Allgemeine Zeitung 98,341 likes

The Frankfurter Allgemeine Zeitung, short FAZ, is a national centre-right wing German newspaper, founded in 1949.It is published daily in Frankfurt am Main.

Bild 1,019,447 likes

The Bild newspaper is a German tabloid published by Axel Springer AGBild has been described as "notorious for its mix of gossip, inflammatorylanguage, and sensationalism" and as having a huge influence on German politicians. Its nearest English-language stylistic and journalistic equivalent is often considered to be the British national newspaper The Sun.

Frankfurter Allgemeine Zeitung

The GOOD: every post comes with a picture to get the attention of the reader

Showing links which lead directly to the main website

Frankfurter Allgemeine Zeitung

The BAD:

no interaction between readers and the newspaper => no discussions or questions led by the company

BILD

The GOOD:

A lot of Infotainment and Entertainment which leads to much likes and shares

Bild

The BAD:posts regarding the same topic are posted at the same time=> confuses the reader and leads to less likes and shares

Insights

Similarities: - at least 10 posts / updates per day- good possibility to interact with the readers

Differences:- FAZ has more links to their main website- BILD and FAZ show more pictures- All try to reach different types of readers by the selection of the topics they post

Recommendations

• More neutral reporting due to the fact that it is a newspaper (=> could lead to more readers)

• More pictures in order to catch the peoples´ interest more easily

• More reaction on the discussions e.g. answering to the peoples´comments directly (@reader: ...)

• More links which lead directly to the main website or other facebook fanpages