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TRANSCRIPT
Social media strategies: how to increase reader loyalty and find new readers. Experiences from
science journalism and science blogging in Norway
Nina Kristiansen, forskning.no / ScienceNordic.com
November 2018
Facts forskning.no
Online independant news on science
Started in 2002
Owned by 77 research institutions
17 in editorial staff in Oslo, plus contributions from ownerinstitutions
Norwegian and international science, all fields of research
50.000 – 70.000 visits per day
News, background, blog, debate
Free, no pay wall. Must win readers every day.
Is used by readers both as news service and as archive
Visits per year 2009 - 2017
NEWS ARTICLES ON SCIENCE ARE READ FOR A LONG PERIOD OF TIME:How to treat cartilage damage in the knee?1500 views day of publishing. 14.612 views by end of 2017.
Know your product
50.000daily visits
Average daily visits 2017. Source: Google Analytics
Traffic sources
Traffic sources forskning.no 2017. Source: Google Analytics
What content and themes do theysay that theyprefer?
Where do theycome from?
(Photo: Colourbox)
How long is thearticle read?
Which articles areshared with whatresult?- by us and readers
Which articles arequoted?- Subjects- Media- Length- Type- Writers
What content is popular?-Short term-In the long run-Projects/ series-Evergreens-Themes/subjects-Writers
How many page views?-Publishing day- First week- First month- First year- Several years- weekends and holidays
Who reads technology?
• Men, all ages
• Reads forskning.no daily
• Reads also international science news
• Very, very interested in environment, natural sciences and business.
• Wants more on agriculture and the ocean
• Visits forskning.no from work
(Photo: Colourbox)
(Photos: Colourbox)
Easter traffic
4313quotations inother media in 2017(not including TV and radio)
Quoted in short or long article?
24%
76%
Notis ArtikkelShort Long
Anne Lise 114 artikler
forskning.no skal være en kildekritisk nettavis. Minst 75 prosent av artiklene skal ha mer enn en kilde.
Antall kilder
Hvem blir intervjuet?
Intervjuede forskere per artikkel:
1
Internasjonale med norsk kommentar
NATURVITENSKAP
HELSEMILJØ
OM FORSKNING
KUL
SAMFUNN
64%
36%
Ja Nei
Intervjuer
1 kilde;29 %
Flere;71 %
Inter-nasjonale;
32 %
18%
Norske; 51%
«Everybody» reads forskning.no
But 13 percent are scientists / researchers
= 6.500 daily visits
Debate
Researchertells
The blog
From the depths of an old outdoor loo
Can a DNA-test tell you what medicine that suits you best?
How a botanist ended up in a ditch (and why it was worth it)
Finds sea urchins and lush kelp forest in Svalbard
Sex orgy in the dam
A taste of the past: Apple dumplings
Young readers
8 percent = 4000 daily visits
NEW SITE FOR YOUNG READERS
Youth reporters
Young reader panels
(Photo: Colourbox)
Reader comments
(Photo: Colourbox)
(Photo: Colourbox)
77.000 followers
The competition
The followers
Their activity
Evergreens
SYSTEM FOR KEEPING TRACK OF EVERGREEN PUBLISHING
Lost evergreens
THE JOURNALISTS RECOMMEND ARTICLES
REPUBLISHING OF ARTICLES THAT SHOULD HAVE BEEN MORE READ
Current interest from the archive
Ask other pages/groups to share
Moderate comments
and answer all inquiries.
Be present in the commentary
field.
The readers share more than us
Why only Facebook?
Traffic sources
SHARE RELEVANT ARTICLES, FEWER FOLLOWERS BY FAR
NO ACTIVITY ON THESE SOCIAL MEDIA: FEW SUCCESSES IN SCIENCE COMMUNICATION. WILL DEMAND RESOURCES.
content, content, contentTHE RECIPE FOR SUCCESS!