The business network is becoming more and more important for the domestic media landscape.
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LinkedIn has established itself as one of the leading social media for Austrian companies in recent years. But domestic media, primarily specialist and quality media, are also increasingly using the network, as an analysis by social media market researchers from BuzzValue and LinkedIn expert Andreas Mittelmeier shows.
Growing reach
With over 1.7 million Austrian users meanwhile, LinkedIn offers an ever larger audience, also for domestic newspapers, magazines, etc. The business magazine counts here Brutkasten with 19,830 fans the current highest reach. The two daily newspapers come in second and third The standard (13,690 followers) and The press (13,680 followers: inside) a head-to-head race. The industry media Trending Topics (7,000 followers) and Industriemagazin (5,720 followers) complete the top 5.
© BuzzValue
“Due to the comparatively still high organic reach, the fan numbers on LinkedIn currently provide more information about the potential reach than on Facebook & Co. In addition, active and content-relevant communication is important,” explains Markus Zimmer, social media expert and CEO of BuzzValue.
Specialized media with a high level of interaction
In terms of user interaction, industry and specialist media can score the most. The Brutkasten with a total of 22,380 likes, shares and comments in the past six months. Likewise with high fan activity Trending Topics (13,930 interactions) score. The specialist magazine owes the high level of interaction, among other things, to its high posting frequency. Published with over 1,000 LinkedIn posts Trending Topics by far the largest number of own posts since April.
That Industriemagazin is much more cautious about his own activity, but generates over 3,000 user interactions with only 155 postings. “Our analysis clearly shows that users interact more strongly with articles from specialist media than with content from daily and tabloid newspapers The standard, The press & Co. improve with an optimized content strategy, “adds Mittelmeier.
Media houses also present on LinkedIn
In addition to the editorial LinkedIn presence of the media, local media houses often also run their own LinkedIn pages. These are mainly used as classic company profiles for exchanging ideas with employees, partners and customers. Media houses like the Red Bull Media House, the Styria Media Group or the ORF also already actively represented on LinkedIn. Mittelmeier: “The separation of editorial and company-specific content makes sense in any case, as this enables a targeted approach to the relevant target groups and the public.” (as)
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