Review & Record roll on Facebook

By on April 3, 2013

 “The Review’s and Record’s  social media buildup  coincides with Facebook’s  move  to become  a direct news  platform which could minimize… the need for our  individual news websites.”                                                                                                                                                                                                                                                                  April 3, 2015

It happened in a blink of the eye in newspaper time.

In a few short months, the Ephrata Review and Lititz Record Express have amazingly advanced  social media  share while scoring a record 15 Pennsylvania Keystone Press awards.

The question commonly asked: How?

“Well simple,” said staff writer Patrick  Burns. “The newspapers’ strategy of positioning fresh posts and bulking tactical content at strategic times propelled Facebook growth steadily at 10 percent per month.”

That strategy  was “nuked” to include a conscious decision  to prioritize  digital content and multi-media presentation, Burns said.

“Our multi-media, digital, video focus was launched just before  the start of the Ephrata Fair in September,” Burns said. “It  drove Facebook growth  almost 50 percent at the Review and more than 66 percent at the Record in six months. We also captured two video awards that were recorded in the first few week’s of the launch.”

Facebook growth has almost doubled since the Ephrata Review/Lititz Record hired a dedicated full-time writer/social media content leader in Sept. 2013. Its social media traffic, engagement has exploded along with its digital content.  The staff recently won 15 Pennsylvania Keystone Press awards, including 1st and 2nd place multi-media video awards.

Facebook growth has almost doubled since the Ephrata Review/Lititz Record hired a dedicated full-time writer/social media content leader in Sept. 2013. Its social media traffic, engagement has exploded along with its digital content. The staff recently won 15 Pennsylvania Keystone Press awards, including 1st and 2nd place multi-media video awards.

The Ephrata Review on March 25 passed  the Central Pennsylvania Business Journal – its rival in the Keystone Press Award’s category  – in Facebook likes and reach. It was a goal the staff had set at the beginning of the year and one Burns  had predicted would occur by the end of March.

“Our next goal is 3,000 likes, but I’m not making anymore predictions though,” he said.

Another benchmark occurred March 31 when an Ephrata Review post connected to more than 21,000 on Facebook, Burns said.wwww Facebook w out caption

“Put in perspective,  the March 31  Facebook post had an organic (unadvertised) reach of 21,064 in Ephrata,” Burns said. “That is astonishing considering  the  area’s  population is about of 21,500 when you combine (Ephrata) the borough and  township.”

Another eye-opener is the post reached almost three times the Review’s paid circulation of about 7,800.

As Burns noted, concentration on social media helped the Record and Review capture the first Pennsylvania Keystone video awards ever won by an LNP newspaper.

The Record and Review monopolized that Keystone category taking  1st and 2nd place video story awards which Burns wrote, produced and placed on Facebook, Instagram, You Tube and Twitter.

“It’s our first all-digital award for a story that was never in printed form,” Burns said. “That’s exciting. We’re ready for what the future holds in this industry.”

While growth in the past six months has been astonishing, the Record and Review’s social media steady  rise goes back to when Review/Record  hired a dedicated full-time writer/social media content leader in Sept. 2013.

Since then, Facebook  “likes” have doubled to nearly 2,800 while traffic  and  – perhaps more importantly – reader-engagement  has exploded.

Z and NYT

“The timing of social media explosion is important,” Burns said, “The Review’s and Record’s  social media buildup  coincides with Facebook’s  move  to become  a direct news  platform which could minimize reliance on SEOs (search engine optimization) which is unreliable compared to social media marketing.”

The New York Times reported it will give up some of its precious website traffic to the social-media giant, a move that some media observers call a power shift in the digital publishing landscape. Under the proposed deal, Facebook would host content from prominent news outlets such as the Times, National Geographic and BuzzFeed directly inside the Facebook app.    News industry leaders say gaining a strong Facebook following may be vital in the near future.

Just last week, Facebook founder Mark Zuckerberg’s social media platform, which boasts 1.4 billion users worldwide, began talks with major media brands The New York Times, National Geographic, BuzzFeed and others to host content natively inside Facebook.

Zuckerberg’s plan would give news outlets a cut of the ad revenue for content. The social-media service, in turn, would get to keep its 1.4 billion users’ eyeballs from straying to third-party media sites whenever an interesting headline appears.

The news outlets would get a cut of the ad revenue for their content. Facebook, in turn, would get to keep its 1.4 billion users’ eyeballs from straying to third-party media sites whenever an interesting headline appears.

See story: www.50report.com/2015/03/27/facebook-new-york-times-deal-could-change-the-news-biz/

An Ephrata Review’s March 31 post had an organic (unadvertised) reached of 21,064. The Ephrata area's population is 21,542 (Ephrata Borough & Township) and the Review’s paid circulation is about 7,800.

An Ephrata Review’s March 31 post had an organic (unadvertised) reached of 21,064. The Ephrata area’s population is 21,542 (Ephrata Borough & Township) and the Review’s paid circulation is about 7,800.

 

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