NEW YORK (AP) — A company that measures the effectiveness of television networks on social media says MSNBC is top-ranked on Facebook and E! Entertainment is best on Twitter.
The Toronto-based data firm Engagement Labs ranks networks with a score based on how much material they disseminate online, how engaged viewers are with the material and the frequency with which the networks interact with their viewers.
The company hopes its "eValue Score" will become the industry benchmark on how networks' social media strategies are connecting, in the same way the Nielsen company measures how many people watch the programs, said Bryan Segal, the company's CEO, on Wednesday.
On Facebook, MSNBC outranked Fox News Channel, CNN, the Fox Business Network and HLN in that order, Engagement Labs said. The dominance of news networks reflects how Facebook has become a news source. The Engagement Labs' score measures in part how many people "like" or comment on items the network posts.
Sports and entertainment networks are more active and popular on Twitter. Following E!, the top networks on Twitter are NBC Sports, Oxygen, Logo and Fox Sports, Engagement Labs said.
The rankings provide networks with an idea of whether money committed to a social media strategy is well spent, also giving advertisers a sense of how connected a network is to its audience.
For networks lower on Engagement Labs' rankings, "it's obviously a call to action," Segal said.