- Adam Riddell, Director
2015 Crown Dependency Tweet-dex
Crystal PR has issued their inaugural Crown Dependency Tweet-dex which measures the influence and activity of Crown Dependency media on the popular social media platform, Twitter. The most followed account is Channel TV, meanwhile the most influential account measured through the Klout score, beating out BBC Radio Jersey by 1 point, is BBC Radio Guernsey.
The Crystal PR Crown Dependency Tweet-dex was initially brought out in 2011 with the idea to gain a better understanding of how media in different International Finance Centres (IFCs) were using social media with the particular interest being in Twitter. Now, in 2015, Crystal PR have brought back the Tweet-dex in a slightly different tone by measuring only Crown Dependency media against each other and analysing which media has the most influence against the media with the most activity. The new annual Tweet-dex will be a great tool to measure local media and their influence through Twitter.
The following results were taken at the end of July, 2015 and will measure against results from the same time period annually in future.
Tweet Frequency
This measures the number of tweets by each media on Twitter. The findings are as follows:
Followers
This measures the accounts with the most followers and for popularity. The findings are as follows:
Influence
The ‘Klout’ metric looks across each media’s social media activity, including Twitter, Facebook, LinkedIn etc. and gives it an influence score based on the size of each media’s network, its content, and how it interacts with its network. The average Klout score is 40. The Klout measurements for July 2015 are as follows:
Comments:
It’s quite interesting when comparing 2011 results with the 2015 outcomes as we look between Guernsey and Jersey. In 2011 BBC Jersey was the most influential media and now we see that BBC Guernsey has taken the top by one point, but if we look at it in terms of islands three of the top five Klout scores belong to Guernsey media. Meanwhile, three of the top five most followed accounts belong to Jersey media. This is the first evidence which supports the theory that the interaction with networks and how social media is used is more important than simply the quantity of followers and tweets.
Another interesting point which was previously not measured, as the account did not exist in 2011, is the rise of Bailiwick Express amongst its social media platforms. As its new the low number of tweets and followers in comparison to other media is quite low, which is expected, but the above average Klout score is something to think twice about as it’s reached a 47 and suggests that whilst it’s network is still in its beginning stages it has quite a lot of influence already. This account will be interesting to watch grow over the next few years.
Finally, comparison of types of media and their results is another topic of interest. Previously, the observations in 2011 grouped all print media into one category and based analysis off that, but if we look at the print media in a split between newspapers and magazines we can see the huge difference in interaction, activity, and following. The newspapers give the online newswires and broadcast media a run for their money by making the top five in nearly all charts, meanwhile the magazines make up the bottom half of the charts across all measurements. Not only do they make up the bottom half, but there is a significant difference between their numbers, which are well below average, and the numbers of the rest of the media.
