Analyzing The Globe’s Social Media Presence

According to a survey conducted by Pew Research Center in in association with the John S. and James L. Knight Foundation,  62%  of U.S. adults get their news on social media, and 18% do so on a regular basis.

So here’s a quick look at The Globe’s social media pages:

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Given the current political milieu, and the public debate around “Fake News,” The Boston Globe gets defensive and asks followers to support “Real Journalism.” Their ‘likes’ range above 450,000.
Their cover page displays a trending hashtag #PressOn. Clever pun.
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The caption is a link that redirects  to a page showing their mission:
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A recently added feature is the ability to subscribe to breaking news updates via Facebook messenger. However, what The Globe promised is not what it delivers.

Screen Shot 2017-03-20 at 1.16.41 PM The Globe not only sends breaking news updates, but also sends throwback and analysis pieces like the following:

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Personally, I find it a bit misleading. The above posts aren’t breaking news. They’re pieces I would read at my own leisure, and don’t need them blowing up my screen.

The Globe’s Facebook home page advertises it’s other social media pages, like Instagram and Pinterest.

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Despite over 68,000 followers,  The Globe doesn’t make the most of potential traffic it could attract to its site. Screen Shot 2017-03-20 at 12.56.57 PM

Hardly any posts utilize Instagram’s new multiple picture option. The Globe also doesn’t post any videos to Instagram. The pictures have basic and bland captions, with no links to text stories. A follower would have to search for the story him/her/themselves. The posts are not overwhelmingly political.

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There is a link to their photo story site in the bio, but that doesn’t have the same photo stories as the Instagram profile. Besides, I’m not sure about others, but I hardly visit the main page of pages I follow on Instagram, I only like posts I find while scrolling the general home. Seems like they’re making it unnecessarily hard for people to find stories they might want to read based just off the post they see while scrolling.

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I love how attractive The Globe’s Pinterest page is. It’s pretty on point with respect to the general Pinterest audience, and has great visuals.

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Currently, The Globe has over 11,000 followers on Pinterest. Nothing political, or breaking, on the page- which is fine given that Pinterest is a social pin board for visual content, and is hardly used for news at all.

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The Globe gets defensive on Twitter too. The cover page reads #FactsMatter, and a large number of posts are political (Reporting on the Trump campaign). The Globe has over 616,000 Twitter followers.

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What I like about their Twitter page is that they rarely Tweet without a picture or video. Text only Tweets can be very dull. They share similar stories on Twitter as they do on Facebook:

Overall, The Globe has a good response rate and their posts aren’t dull to look at. They use visuals well, and are regular with their updates. While Facebook and Twitter have mostly political posts, they offer a good variety of topics for people on Instagram and Pinterest.

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