Analyzing the Facebook presence of 2 major news organizations

Audience & Content Strategies 

A social media assessment 

BBC News 

British 

Broadcasting 

Corporation

- The company was founded in 1922

    • it is publicly owned

- It is located in Broadcasting House, London

-The network also provides news channels 

BBC News Online, BBC Parliament, BBC World, BBC Sport 

- BBC is one of the largest broadcast news operations in the world, with 2,000 journalists and 48 news gathering offices ( 41 overseas).

- The network has more than 260 million viewers via BBC World and more than 150 million listeners via BBC World Service 


CNN 

Cable

News 

Network 

- It was founded in 1985 

- Its headquarters is in Atlanta, Georgia

-  The network is a division of Turner Broadcasting System, owned by Time Warner

- has close to 4,000 news professionals

- Has over 200 million viewers worldwide


TYPES OF STORIES ON FACEBOOK



BBC News

- Politics 

(presently EU Referendum)

- Human Rights/ Legal

E.g. Gay issues, Race issues, Abortion

- Entertainment

- Health

- Sports 

- Technology



CNN International 

- Politics (focus on EU)

- Business 

- Entertainment 

- Sports

- Technology

BBC 

Company overview

"The best international journalism from BBC News on TV, radio, online and mobile."

CNN

Company overview

"...delivers up-to-the-minute information on the latest world, business, sports and entertainment headlines..."

Time of Facebook posts

BBC News

12:00 AM - 5:00 PM

(varied estimate)

an average of 2-3 stories per hour

CNN International

12:00 AM - 11:59 PM

an average of 3-4 stories per hour

BBC News 

Shares stories on Facebook with more photos than video content.  


out of 23 stories, 

20 = photo articles 

3 = videos 


*Focus on politics  

CNN International 

Also shares more photo articles than video content


out of 54 stories

35 = photos

19= video


*Focus on politics

Stories with most comments on BBC News Facebook  

BBC WORLD POLITICS 

Scotland's First Minister Nicola Sturgeon Prepared to veto UK’s exit 


Video Interview 

2.1 M VIEWS

AS PER JUNE 27, 2016 


Video likes: 39 K

Video comments: 7.4 K


Post reactions: 44 K 

Post likes: 39 K 

Post shares: 12 K

Post comments: 4 K

Stories with most comments on CNN International Facebook  

BBC - on average stories with most comments = most likes 

CNN - stories with most comments varied in likes 

Which news organization does it better on Facebook?

VS

Why is BBC News successful on Facebook?

1. Better use of language 

Same story, different wording

2. Posts are diverse and photos are visually appealing. BBC also has a strong website presence 

3.BBC Uses Emojis

4. Good use of live video (Interactive coverage)/ Call to Action

https://www.facebook.com/bbcnews/videos/10153705554942217/

BBC 

Strengths:


- Produce stories that engage public

- Good varirty of visuals both on Facebook and website

- Provide easy online access to information through related articles

- Engage well with audience in live videos

Recommendation to BBC 

To incorporate more live videos and add more to the comment section rather than mostly providing related links. 

Why is CNN International's presence weak on Facebook?

1. Lack of story engagement

2. Lack of clarity in headlines 

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Recommendations for CNN International

18

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ADD FOOTER

Recommendation to CNN International 

- Should focus more on strength = video production

- should put as much effort on Facebook presence as on website

- Use more casual language to draw readers

- Calls to action 

- Take a course on social engagement on Facebook

Online Sources

- The rise of social media and its impact 

https://reutersinstitute.politics.ox.ac.uk/sites/default/files/The%20rise%20of%20social%20media%20and%20its%20impact%20on%20mainstream%20journalism_0.pdf


- WHY DO WE SEE WHAT WE SEE? A comparison of CNN International, BBC World News and Al Jazeera English analysing the respective drivers influencing editorial content 

https://reutersinstitute.politics.ox.ac.uk/sites/default/files/Why%20do%20we%20see%20what%20we%20see%20A%20comparison%20of%20CNN%20International,%20BBC%20World%20News%20and%20Al%20Jazeera%20English%20analysing%20the%20respective%20drivers%20influencing%20editorial%20cont.pdf


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Public - 6/25/16, 3:45 PM