Abstract:

This paper details research findings on bringing news videos and articles into social conversation and the effect on engagement when online content is an extension of personal interactions.In previous research, Inner scope Research found participant conversations creating higher levels of emotional response than the content itself. CNN expected that stories shared through social media would experience a lift similar to that created in recent usability and redesign work. The study results, however, place the impact of social media in a fundamentally different category with extremes of lift in both the influencer and their friend network.