In a new case study published by Echobox, Brazilian broadcast giant, Sistema Brasileiro de Televisão (SBT) has been shown to have significantly increased the amount of impressions it generates through social media. During the course of its four month partnership with the content automation platform, SBT has seen pageviews from Twitter increased by 63%, with impressions from Facebook up 52%.
We’ve looked many times over the past year, partly thanks to Echobox research, at the need to maintain an engaged social media presence, despite the wider macro-level shifts going on in the industry today. And of course, it’s in Echobox’s interest to make this case… the platform is dedicated to helping companies around the world optimise their content strategies, including publishers from the likes of Conde and Newsweek, to the Guardian and South China Morning Post.
But it’s also true more broadly that the social sphere can still be a hugely lucrative generator of traffic for traditional publishers, despite the allure of the Facebook timeline having been superseded by shinier trends in more recent years.
For SBT, one of Brazil’s biggest broadcasters with 114 television stations and 6,000 employees, it remains a staple. The company attracts 11 million unique viewers and almost 100 million page views per month, with a broad set of social channels that are not managed from a single centralised hub.
According to SBT’s Journalism Integration and Planning Manager, Rodrigo Hornhardt, the company’s social presence serves two main purposes: promoting its digital and offline content, and driving referral content back to SBT sites:
“Our strategy is to cross promote across mediums – from TV to digital and from digital to TV,” says Hornhardt. “On SBT’s social pages, we post content from all verticals (SBT News, SBT Sports, etc.) and TV shows, with a particular focus on entertainment news and celebrities. On SBT News pages, we post every 15 minutes with mainly hard news that leads back to our website.”
At the time of writing, this latest piece of Echobox research remains a FIPP exclusive, so you can download the study directly from the FIPP.com here. And further insights from the Echobox universe can be found here.