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Social media strategies: how to increase reader loyalty and find new readers. Experiences from

science journalism and science blogging in Norway

Nina Kristiansen, forskning.no / ScienceNordic.com

November 2018

Facts forskning.no

Online independant news on science

Started in 2002

Owned by 77 research institutions

17 in editorial staff in Oslo, plus contributions from ownerinstitutions

Norwegian and international science, all fields of research

50.000 – 70.000 visits per day

News, background, blog, debate

Free, no pay wall. Must win readers every day.

Is used by readers both as news service and as archive

Visits per year 2009 - 2017

NEWS ARTICLES ON SCIENCE ARE READ FOR A LONG PERIOD OF TIME:How to treat cartilage damage in the knee?1500 views day of publishing. 14.612 views by end of 2017.

Know your product

50.000daily visits

Average daily visits 2017. Source: Google Analytics

Traffic sources

Traffic sources forskning.no 2017. Source: Google Analytics

What content and themes do theysay that theyprefer?

Where do theycome from?

(Photo: Colourbox)

How long is thearticle read?

Which articles areshared with whatresult?- by us and readers

Which articles arequoted?- Subjects- Media- Length- Type- Writers

What content is popular?-Short term-In the long run-Projects/ series-Evergreens-Themes/subjects-Writers

How many page views?-Publishing day- First week- First month- First year- Several years- weekends and holidays

Who reads technology?

• Men, all ages

• Reads forskning.no daily

• Reads also international science news

• Very, very interested in environment, natural sciences and business.

• Wants more on agriculture and the ocean

• Visits forskning.no from work

(Photo: Colourbox)

(Photos: Colourbox)

Easter traffic

4313quotations inother media in 2017(not including TV and radio)

Quoted in short or long article?

24%

76%

Notis ArtikkelShort Long

Anne Lise 114 artikler

forskning.no skal være en kildekritisk nettavis. Minst 75 prosent av artiklene skal ha mer enn en kilde.

Antall kilder

Hvem blir intervjuet?

Intervjuede forskere per artikkel:

1

Internasjonale med norsk kommentar

NATURVITENSKAP

HELSEMILJØ

OM FORSKNING

KUL

SAMFUNN

64%

36%

Ja Nei

Intervjuer

1 kilde;29 %

Flere;71 %

Inter-nasjonale;

32 %

18%

Norske; 51%

«Everybody» reads forskning.no

But 13 percent are scientists / researchers

= 6.500 daily visits

Debate

Researchertells

The blog

From the depths of an old outdoor loo

Can a DNA-test tell you what medicine that suits you best?

How a botanist ended up in a ditch (and why it was worth it)

Finds sea urchins and lush kelp forest in Svalbard

Sex orgy in the dam

A taste of the past: Apple dumplings

Young readers

8 percent = 4000 daily visits

NEW SITE FOR YOUNG READERS

Youth reporters

Young reader panels

(Photo: Colourbox)

Reader comments

(Photo: Colourbox)

(Photo: Colourbox)

Facebook

77.000 followers

The competition

The followers

Their activity

Evergreens

SYSTEM FOR KEEPING TRACK OF EVERGREEN PUBLISHING

Lost evergreens

THE JOURNALISTS RECOMMEND ARTICLES

REPUBLISHING OF ARTICLES THAT SHOULD HAVE BEEN MORE READ

Current interest from the archive

Ask other pages/groups to share

Moderate comments

and answer all inquiries.

Be present in the commentary

field.

The readers share more than us

Why only Facebook?

Traffic sources

SHARE RELEVANT ARTICLES, FEWER FOLLOWERS BY FAR

NO ACTIVITY ON THESE SOCIAL MEDIA: FEW SUCCESSES IN SCIENCE COMMUNICATION. WILL DEMAND RESOURCES.

content, content, contentTHE RECIPE FOR SUCCESS!