Social Followers of Local Media Exhibit Varying Patterns of Engagement

What kind of social behaviors do local media fans exhibit on Facebook and Twitter? It depends on the medium, says TVB [pdf] in a study conducted in conjunction with Colligent, that combines Nielsen Media Research and Kantar Media data with social media behaviors. The “Cultural Currency” study analyzes the social media behaviors of 167 million Facebook and Twitter users across a range of legacy media, finding that overall, local broadcast TV viewers tend to be most heavily engaged socially with their stations. For advertisers, understanding how social behaviors vary among fans of various local media is an important consideration when crafting social calls to action to accompany their local media buys. (more…)