We set out to measure the impact Social News Desk had on a large TV Station Group by comparing a control group (not using Social News Desk) to the test group of stations which did have access to the SND Dashboard toolset. After 12 months, the results are unmistakable: The newsrooms using Social News Desk had a clear advantage in engagement, efficiency and audience growth.
We ran this study from May, 2016 through May, 2017. In this first data set, we compared 30 TV Stations using SND (blue) to 30 TV Stations not using SND (red). The market sizes are similar on average and these are all part of one larger group. In summary, the SND stations are outperforming in every category:
The outpacing of SND Stations to Non SND Stations is significant in all categories, including those normalized for page size:
- Likes + 128%
- Comments +157%
- Shares +111%
- Posting Volume +63%
- Fan Growth +156%
- Average Engagement per Page +112%
- Average Engagement per Post +38%
The results were so clearly in favor of Social News Desk, we decided to run the same study against a different set of stations just to see if it was a fluke. On the contrary, the second test group (purple) showed even greater increases in engagement, efficiency and audience size when compared to the control group which was not using Social News Desk (red) for the past 12 months.
In this second data set, the newsrooms using Social News Desk for the past 12 months showed triple-digit advantages over those not using Social News Desk:
- Likes + 852%
- Comments +1482%
- Shares +725%
- Posting Volume +99%
- Fan Growth +671%
- Average Engagement per Page +947%
- Average Engagement per Post +389%
As with most newsrooms, the cornerstone KPI in social media for these TV Stations is web traffic referral. By demonstrating significant increases in Likes, Comments, Shares, Posting Volume and Audience Size, we’re able to confidently conclude that Social News Desk has helped drive growth in website traffic across these properties when compared to those properties not using Social News Desk.