Media Coverage Analysis. November 2011 for the KCLS December Board Meeting
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1 Media Coverage Analysis November 2011 for the KCLS December Board Meeting 1
2 January November 2011 Media Analysis Contents Executive Summary News Media Coverage Total News Coverage... Chart 1 News Totals by Type of Coverage... Chart 2 News Coverage by Media Type... Chart 3 News Coverage by Tone... Chart 4 Total Print News Circulation... Chart 5 News vs. Activities... Chart 6 Online News: Unique Visitors... Chart 7 Online News: Total Page Views... Chart 8 Total Ad Value... Chart 9 Period-over-Period News by Date... Chart 10 Social Media Visibility Social Media Word Cloud... Chart 11 Total Social Media Coverage... Chart 12 Social Media Coverage by Type... Chart 13 Total Blog Coverage... Chart 14 Social Media by Tone... Chart 15 Blog Coverage... Chart 16 News Reports Feature Articles (21) Briefs (38) Total News Coverage (218) Social Media Report Social Media (520) Blogs (141) 2
3 November 2011 Highlights Executive Summary November Ad Value Equivalent (AVE) = $64,834 November news and social media coverage in 2011 increased 203% over 2010 totals News coverage by type o Calendars (40) o Features (21) o Journalist Blogs (37) o Mentions (20) o Briefs (37) o Editorial/Opinion (0) Top News Stories o Renton Library (30) o Calendar (34) o Eastside Boys and Girls Club in former Lake Hills Library (8 TV news clips) 2011 Monthly Comparison: November to October News & social media: 688 (21% decrease) Total news:168 (10% decrease) Feature Articles: 21 (160% increase) Briefs: 37 (20% decrease) Year-to-Date Highlights at a Glance 2011 Ad Value Equivalent = $1,010,152 Total News and Social Media = 10,590 Total Social media: 694 (19% decrease) Social media: 520 (22% decrease) Blogs: 174 (27% increase) o Total News = 2,104 News Blogs = % increase over 2010 total news coverage 80% of News coverage is positive; and less than 1% is negative 70% of coverage is online, including consumer and business outlets o Total Blogs = 2,131 o Blog Comments = 208 o Total Social Media = 6,147 Twitter = 5450 YouTube = 336 Flickr = 285 3
4 NEWS MEDIA COVERAGE This report reflects monthly comparisons of Vocus media coverage analytics. Chart 1: News Media statistics include all news coverage by print, broadcast and media blogs. November clippings reflect the same seasonal trend as Chart 2: November news coverage dropped, with increases only in Features and Blog(s). These numbers reflect a normal annual pattern, following the September Kindle peak. 4
5 Chart 3: Online outlets provide nearly 70% KCLS media coverage. Newspaper coverage follows at 7%, and broadcast at 3%. Chart 4: Positive attitude toward KCLS continues to dominate news coverage. 5
6 Chart 5: Total News Circulation estimates the number of subscribers who have seen/heard KCLS print coverage. Circulation counts are not available for all papers that carry KCLS stories. Chart 6: The News vs. Activities chart compares outreach efforts by Community Relations staff to secure earned media coverage. Activities vary based on monthly programs, collateral events, and System-wide issues. 6
7 Chart 7: This chart tracks monthly comparisons of unique visitors to online news coverage. Note the difference in order of magnitude of these two charts. Unique visitors represent the monthly aggregate of unique visitors to sites where KCLS coverage appears. Chart 8: This new chart reflects the total page views for online news coverage. Page views represent the monthly aggregate access to sites where KCLS coverage occurs. Because of the way page views are counted, a single item on a high-traffic website can skew monthly results. 7
8 Chart 9: This chart indicates the estimated value of earned media coverage based on available advertising rates and circulation for media outlets in the Vocus database. Differences in monthly ad value may vary by shifting coverage between outlets with different ad rankings. At the end of November, the 2011 earned media ad value is $1,010,152. Chart 10: This chart compares news coverage for the same periods in different years, providing a way to measure differences in similar time periods from year to year. Coverage in 2011 shows similar monthly patterns as 2010, with spikes in February for Take Time to Read, June for Library of the Year, and September for Kindle. 8
9 SOCIAL MEDIA VISIBILITY Social Media includes various digital media platforms: Twitter, YouTube, Flickr, individuals blogs, and other personal digital media tools. This Word Cloud is a function in the Vocus Analytics that documents the most commonly found words in media coverage for the specified time. These results reflect the 2011 year to date media terms. Chart 12: Social media coverage remains high, particularly with Twitter posts. Dominant Twitter postings focused on the White Center/Boulevard Park replacement plan; no other content pattern emerged. 9
10 Chart 13: The social media sites give an indication of the coverage on different platforms. Twitter dominates (520), and tweets tend to be one-of-a-kind, or simple statements of location: I m at the library,. Chart 14: This chart analyzes social media coverage by Vocus category, which translates to KCLS Library or System-wide mention. System-wide coverage saw 308 posts, followed by Kent (106) and Auburn (52). 10
11 Chart 15: Postings by staff are considered Neutral. We continue to enjoy a strong Positive balance, and the November Negative coverage reflects anxiety over the potential closures of the Boulevard Park and White Center libraries. Chart 16: The blog coverage spike from May included web crawler noise not related to KCLS. That has been adjusted, and blog coverage now reflects a more predictable annual patter. The elevated May and June blog traffic is attributable to the Library of the Year Award and Summer Reading. 11
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