With more than 1 billion users on Facebook, and millions more active on sites such as YouTube and Twitter, it has become obvious that social media is an important platform for businesses.
Connecting with the huge variety of consumers already on these sites can open up significant opportunities for marketing and lead generation. Additionally, social media monitoring provides insight and understanding into how your industry, audience and competitors are reacting to market trends and products.
As well as giving businesses and consumers a platform to share their thoughts and participate in ongoing conversations, social media is also a channel through which many people access news stories and important information.
A recent study from Pew Research found that 64 per cent of adults are active on Facebook, and 30 per cent are using the site to receive news. This means that approximately half of the people using Facebook trust the site to deliver their news.
Similarly, 16 per cent of US adults are active on Twitter, with exactly half of those (8 per cent) accessing the news through tweets.
Not only are users reading news on social media, but they are also participating in the sharing and telling of stories. Half of all social network users have shared news stories on their own profiles and a further 46 per cent have discussed news on social media.
However, while social networking sites are a popular media through which to access news, Pew Research found that users on these sites spend significantly less time engaging with the news they read.
Readers who visit news stories directly through a provider’s website spend an average of 4 minutes and 36 seconds on each page. In comparison, those who arrive through a link on Facebook spend just 1 minute 41 seconds reading the page.
This shows that while news is being shared and read on social media sites, engagement is significantly greater when consumers go out of their way to access the stories.
Louise is an experienced content marketing professional who translates Isentia’s marketing strategy into impactful and effective marketing campaigns across multiple channels. As the Content Marketing Specialist for Isentia, Louise enjoys creating informative and engaging content for media and communications professionals.
In the wake of the Facebook Cambridge Analytica scandal, there have been a myriad of changes impacting users of Facebook and Instagram content recently. These changes were made without any notice and were effective immediately which has impacted third-party apps worldwide.
Albeit the speed in which the changes have been made is likely to have been partly driven by the pressure to tighten data practices and potentially align certain timing as CEO Mark Zuckerberg prepares to testify before Congress next week to answer questions about the company’s privacy and data policies.From the perspective of everyday users accessing the content you know and love via the Facebook and Instagram apps will see little to no change. For developers like us on the other hand, the impacts are significant and are only a hint of what is yet to come.In case you missed it, the changes made have been many and impact all third-party apps, whether legitimate or not.
Given the changes have been quick, varied and came without prior notification, we’ve pulled together a quick summary of a few that left developers and other third-party content users of these content feeds frustrated:
Instagram have removed 17 ways of accessing content
This means something as simple as code to access recent posts of a public company, suddenly stopped working. Quick changes had to be made to use alternative methods.
Facebook & Instagram have removed access to many fields
Fields like how many followers a user has, or how many posts you have made, but many more have gone.
25x drop in Instagram content
The Instagram API restricted the flow of content by 25x, meaning that public posts previously being collected has been reduced significantly, requiring different approaches to be taken that are more efficient.
These are only a few of the changes that have happened with more expect in future. With CTO Mike Schroepfer commenting that they will lock down access, review previously allowed apps, and then hand out access to the apps that deserve it.
While this is promising from the perspective that Facebook is taking action to breath some confidence back into their data practices, it will still be interesting to see how they now start to crack down on third-party apps that are using and abusing content. With the advent of AI and machine learning, the content which appeared innocuous can now be exploited and abused in the wrong hands. That means Facebook is forcing all apps that have previously been approved for accessing Events, Groups and Pages, have to be reviewed again.
For the developers working on these changes behind the scenes, it's a difficult process but something we monitor constantly to ensure the client experience is supported, and uncompromised. While at times frustrating, it’s also fascinating to watch the complexities of today's interconnected environment play, shift and unfold.
Ian Young, Isentia Technical Architect
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Blog
No warning to Facebook & Instagram changes
In the wake of the Facebook Cambridge Analytica scandal, there have been a myriad of changes impacting users of Facebook and Instagram content recently. These changes were made without any notice and were effective immediately which has impacted third-party apps worldwide.
It’s been a whirlwind year trying to keep up with the various changes made by social media platforms – especially for professional communicators, developers, agencies, and brands.
At the same time as understanding and usage of the term ‘API’ has accelerated across offices worldwide, social media platforms have begun to restrict access to their application programming interfaces (APIs). With implications ranging from global politics to individual user privacy, that trend is showing no signs of stopping.
API changes have been introduced in order to reduce risks around data privacy, security concerns for users and stamping out improper use of user data.
Most of the changes can be categorised as:
How often and how much data can be requested (rate limit reductions); and
Type of data available (restrictions on user-identifiable data)
Generally, these are positive changes for the whole ecosystem. Users can be reassured at an individual level that there are more controls in place and consideration given to matters of privacy and the prevention of misuse. Facebook’s ‘Here Together’ video, released in the aftermath of the Cambridge Analytica data breach, reflects some of this desired messaging and the drives for these changes.
The latest changes have come from Instagram and more are set to be introduced on 11 Dec 2018.
Here's how the changes impact the three types of Instagram analysis:
Owned media (for your brands’ own Instagram accounts): Better data on your owned Instagram profiles, but they need to be Instagram business profiles and you have to authenticate to access this data.
Public accounts (for other brands or influencer’s channels): This use case no longer exists for Instagram - there is no longer any data available for public Instagram accounts you don't own.
Listening: Public hashtag listening on Instagram is no longer supported. Brands will need to move to brand mentions, photo tags and related hashtags.
These may not be the last of the changes, but they are necessary growing pains to regain user trust and provide higher quality authentic engagements. For small businesses and influencers these changes are fairly straightforward - however for those looking to manage communications or marketing strategies they present new challenges in order to stay informed.
These changes apply across the board so all API users will need to jump the same hoops and prove that both privacy measures are met and use of data is acceptable. If you’re interested, you can learn more about the official changes from Instagram read on here.
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Blog
More changes to social media API’s, the latest from Instagram
It’s been a whirlwind year trying to keep up with the various changes made by social media platforms – especially for professional communicators, developers, agencies, and brands.
The rising cost of living is not just an issue in Australia but a global concern that affects countless individuals, with people facing the daunting challenge of affording basic necessities while striving to maintain a decent standard of living. It’s a topic that can touch a nerve for many, but it’s also a dynamic conversation that drives the media, public opinion, and individual experiences.
What’s driving the cost of living concerns?
A range of factors are driving the cost of living in Australia, with some having more of an impact than others. Using data from our sister company, Pulsar, inflation (as the overarching issue) is gaining the most media coverage as the price of goods and services continues to increase over time.
Source: Pulsar TRAC, 1 Jan - 30 Jun 2023
The chart also shows the rise in energy costs, interest rates, and housing prices (rent and mortgage prices) as other main drivers for cost of living concerns. As energy prices continue to increase, households are feeling the pinch as their expenses soar. And when it comes to housing, whether it's the skyrocketing rent or the burden of increasing mortgage payments, many individuals and families are finding it increasingly challenging to secure affordable accommodation.
Let’s take a closer look at these topics.
Energy fuels the discussion
Energy sources and prices are hot topics in the media, impacting households, affordability, and vulnerable populations. But a troubling discrepancy emerged in the May 2023 Budget: businesses got more attention than households in energy relief measures. Surprisingly, only 13% of media coverage focused on the struggles faced by individuals, while a whopping 29% centered around the politics and policies of Australian businesses. This raises valid concerns about whether the media is truly addressing the needs of Australian communities.
Sectors feeling the heat of media scrutiny
Media outlets play a crucial role in shaping public opinion and influencing the cost of living. When it comes to specific energy sectors, they have become the subject of intense media scrutiny. Data from our Energy Transition report shows that coal and gas are in the hot seat, with a significant portion of media coverage - 43% for coal and 26% for gas - dedicated to discussing these fossil fuels. This media focus highlights the ongoing conversations surrounding the environmental impact of coal and gas, their contribution to climate change, economic considerations, and the urgent need for policy changes to transition to cleaner energy sources.
Feeling the pinch
The cost of living crisis goes beyond numbers; it’s intertwined with the housing market and interest rates. Escalating housing costs, fueled by rising prices and interest rates, can put immense strain on household budgets, leading to financial stress and widening economic inequality.
But the conversation doesn't stop there. The story behind the data is clear: the cost of living is an issue that affects us all, and the media plays a crucial role in shaping and amplifying the conversation. Google searches and social media activity reflect people’s ongoing concern about the weight of living expenses, especially around RBA announcements. Anxiety emerges as a dominant theme, with a staggering 93% of media coverage highlighting the keyword.
Source: Isentia (print, online, broadcast), Pulsar TRENDS (Twitter), Google Trends, May 1 - July 30 2023
Data from the Australian Bureau of Statistics shows living costs have reached an all-time high. Over the past 12 months, all living cost indices have risen between 7.1 percent and 9.6 percent for all households, compared to a 7 percent annual increase in inflation.
The difference largely stems from living cost indices taking into account mortgage interest charges. Housing and interest rates have been the largest contributors to the rise in the cost of living, with home owners feeling the pinch from rising mortgage payments and renters feeling the brunt of it. According to the RBA, the average mortgage size in Australia has increased by 38% in the past decade. According to Pulsar data, unsurprisingly, 84% of Australians are left feeling sad about the cost of living.
Influential figures shaping the conversation
Data from the Pulsar Platform gives a visual snapshot of how several Australian and foreign individuals and groups are influencing the conversation, including politicians, economists, consumer advocacy groups, and business owners.
Source: Pulsar TRAC, 1 Jan - 31 May 2023. Influential people and organisations
Unsurprisingly, the Australian Labor Party (ALP) holds significant influence when it comes to shaping the cost of living conversation in Australia’s political landscape. As the governing body in Australian Parliament, their policies and initiatives subjectively bear the everyday Australian in mind, aiming to tackle the affordability challenges that many face. The ALP resonates with citizens worried about rising living costs due to its focus on income inequality, social justice, and fair economic policies. But are they doing enough?
Treasurer Jim Chalmers, along with other influential ALP members including Prime Minister Anthony Albanese, Chris Bowen, and Mick de Brenni, are leading the conversation in an effort to alleviate living expenses and promote income growth. Despite their desire to achieve these outcomes, the public outcry on Twitter shows the frustration Australians are feeling. The Prime Minister and Treasurer are in the firing line, with the public urging more action on the cost of living crisis.
How media intelligence can help you navigate the cost of living
Advocacy efforts can be significantly enhanced through the use of social listening and media monitoring. These tools allow you to effectively navigate the dynamic narratives surrounding the cost of living. By tailoring your advocacy approach, you can foster a more equitable and sustainable solution that brings positive change to communities and influences public opinion.
Additionally, by staying well-informed about the ongoing public discourse and trending discussions related to the cost of living, you can develop compelling communication strategies that effectively inform and engage your stakeholders.
Curious about how media intelligence can enhance your communication strategies to connect with your audience? Request a demo here, and our expert team will reach out to help you develop your communication strategies.
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Blog
The Story Behind the Data: Navigating the Cost of Living
The rising cost of living is not just an issue in Australia but a global concern that affects countless individuals. Within our shores, people are facing the daunting challenge of affording basic necessities while striving to maintain a decent standard of living. It’s a topic that can touch a nerve for many, but it’s also a dynamic conversation that drives the media, public opinion, and individual experiences.
Media's Lens: Framing the FIFA Women's World Cup Narrative
The FIFA Women's World Cup has taken centre stage as well as global communication strategies, drawing global attention as the media employs key themes to shape perceptions and illuminate the tournament's core values. From Viewing & Enjoying to Women in Sports, Rankings, Cultural Inclusivity and Representation, Marketing and Advertising, Community and Economy, these themes underscore the event's significance, lofty ambitions, and the collective aspiration for soccer's unifying power.
The media focuses on the excitement surrounding the game, not only because it echoes fans' optimistic expectations for the future of women's sports but also because this is entertainment with genuine fandoms. This strategic coverage not only provides professional athletes with a global platform to broadcast their values to the world but also weaves the Women's World Cup narrative into a vibrant tapestry of empowerment, inspiration, and unity, establishing an influential precedent for the evolution of women's sports.
Studying how news media engage viewers provides insights for organisations aligning their messaging with audience expectations. While WWC promotes women in sports, news media prioritise entertainment and women athletes. A tournament, usually hosted in inconvenient time zones, excites Australian and New Zealand non-sports and sports fans alike, emphasising the value of a localised global platform backed by the media.
Media trends drive organisations to adjust communication strategies. It signals organisations/brands to re-strategise their communications strategy when they observe media and viewer trends and their flow-on effects. For example, media coverage of the cup, focusing on its entertainment value rather than gender, and reporting on ratings, excitement, and atmosphere, demonstrates to organisations that it is a worthwhile channel to invest in and align their communications with.
Brand Strategies: Engaging Audiences Amidst the Soccer Spectacle
As the FIFA Women's World Cup captivates global attention, it becomes an arena for strategic brand engagement. Our friends at Pulsar provided key audience intelligence insights, helping us bridge the gap between news coverage and audience engagement. The tournament serves as a stage for brands to showcase their commitment to women's sports and connect with passionate fans on a deeper level with their messaging. Among these, a select few stand out, employing unique strategies, like broadcast presence, social engagement and news pickups, to drive forward their values while resonating with WWC’s diverse audience segments. These organisations took advantage of a phenomenon with broad appeal and positioned themselves to represent the themes driven by news media.
McDonald's and Social Engagement – Empowering Fan Participation and Interaction
McDonald's turns its spaces into soccer havens, fostering community engagement through earned content using social media ops and iconic backdrops. Macca's All Stars and personalised collectible cards connect fans, while initiatives like Macca’s Swings infuse playfulness. The Panini Football Stickers Happy Meal celebrates women's football by building fan dream teams.
Lays and Broadcast Presence – Amplifying the Thrill of the Game
With the biggest investment in TV ads for women's sports, Lay's "Taste of Greatness" commercial marks a historic partnership, fueling the excitement of the game. The #LaysGOALdenGiveaway transforms goals into winning opportunities, while the Ultimate Watch Parties and Fan Quest showcase the lively fan culture, bringing supporters together. Lay's top investment in women's sports aligns with how news media and audiences perceive women's sporting events.
Google Pixel and News Pickup – Highlighting Visibility and Advocating Equality
Google Pixel amplifies visibility with the "unblur" function and the campaign message of seeing individual players' diverse stories, thus advocating for gender equality. Partnerships with football associations and players empower Pixel FC members, while the advanced camera and AI technology enhance fan experiences, uniting fans on and off the field.
By exploring these communication strategies, we discover how the FIFA Women’s World Cup goes beyond being just a sporting event. It becomes a symbol of unity, inspiration, and a demonstration of the messages that resonate with audiences.
Sam Kerr: Icon of the Game and Her Diverse Fan Base
Sam Kerr's journey from aspiring athlete to global sensation exemplifies her exceptional talent and unwavering work ethic. Her iconic status isn't solely due to athleticism; Sam Kerr's genuine authenticity and relatable qualities forge connections with diverse supporters, as seen in the primary fan segments listed above. Her public image highlights how news coverage prioritises entertainment, appealing to a wider audience rather than just sports fans or those with a pro-women agenda.
Organisational messaging can use this to bring their purpose to a wider community. This illustrates a profound connection between the themes the news media emphasise and the messaging organisations should strive for, as demonstrated by Sam Kerr's influence.
Sam Kerr's influence spans diverse groups, including young women who are inspired by social influencers like Tanya Burr, dedicated sports fans who admire her tenacity, and the LGBTQIA+ community who identify with her. Understanding the most popular platforms and channels of her audience further indicates where messaging and brand positioning would be most effective, especially for organisations that aim to reflect the diverse fanbase Sam Kerr attracts. Her impact reflects the universal appeal of the Women's World Cup, bringing together people from diverse backgrounds and uniting them around values such as determination and breaking stereotypes. Sam Kerr's far-reaching impact is a beacon of hope for women's sports.
Getting off on the right foot with the right communication strategies
The FIFA Women's World Cup goes beyond showcasing soccer prowess, intertwining narratives of athlete popularity, partnership strategies, and media coverage. This exploration delves into Sam Kerr's journey, scrutinises the engagement strategies of major brands, and dissects how the media portrays the Women's World Cup. From Kerr's diverse impact on fans to organisations strategically amplifying their brands amid the tournament's excitement and media highlighting essential themes, a comprehensive picture emerges. This holistic perspective crafts a vibrant narrative of empowerment, unity, and inspiration.
As PR and communications professionals, these insights emphasise the potential to align brand narratives with a popular ethos, fostering impactful connections and advocacy that resonate within a changing industry and beyond.
Communication Strategies at FIFA Women’s World Cup
Media’s Lens: Framing the FIFA Women’s World Cup Narrative The FIFA Women’s World Cup has taken centre stage as well as global communication strategies, drawing global attention as the media employs key themes to shape perceptions and illuminate the tournament’s core values. From Viewing & Enjoying to Women in Sports, Rankings, Cultural Inclusivity and Representation, […]
