US magazine industry is first to capture and report social media activity across networks
In issuing the report, magazine media became the first media industry to capture and report brands’ social media performance across networks. The data show significant month-to-month growth in Page Likes/Followers on these networks.
Other takeaways include:
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The number of Page Likes/Followers for magazine media brands on Instagram is growing at several times the rate of other networks, with Fashion/Beauty and Travel magazine brands significantly outpacing other brand categories
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While growth in overall magazine brand followers on Pinterest appeared to level off over the reporting period, followers of women’s magazine brands on Pinterest were double those of men’s magazine brands
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Though magazine media activity is growing across all five social media platforms measured, Facebook, Twitter and Google+ continue to dominate in shares of total Page likes/followers
The inaugural report, which incorporates August, September and October data from 32 companies, tallies certain measures of social media interaction through October 31 and reports changes in the aggregate and by network, compared to the previous months for Facebook page likes, Twitter followers, Google+ followers, Instagram followers and Pinterest followers.
The Magazine Media 360° Social Media Report comes on the heels of MPA’s Magazine Media 360° Brand Audience Report, which marked the first time any media has captured and reported its reach across platforms and formats, and which generated significant endorsements and support from the advertising community.
Commenting on the Magazine Media 360° Social Media Report, Mary G. Berner, president and CEO of MPA – the Association of Magazine Media noted, “In the Wild West of digital and social media metrics, we are all trying to get our arms around ‘how much’ and ‘how effective.’ While there is still no broad agreement on what actually matters in social media, insights gleaned from this report can be valuable in gauging the efficiency of our strategies and investments in reaching our audience and clearly demonstrate that magazine media consumers are enthusiastically interacting with their brands on social platforms.”
“We know that consumers gravitate to sources of high-quality content on social networks,” said Jim Anderson, CEO of SocialFlow. “They demonstrate that by choosing which pages and titles to like and follow. Magazine brands continue to be among the leading providers of quality content on social networks, and we look forward to our continued work with MPA to show how well that content is performing with consumers.”
