Social media analysis Süddeutsche Zeitung Janina Schmeißer
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Transcript of Social media analysis Süddeutsche Zeitung Janina Schmeißer
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