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Study: The most engaging newspaper brand on Twitter is… The Telegraph?

The most engaged UK media title on Twitter is the Telegraph according to research from social media analytics company Brandwatch.

Analysing the UK’s top media brands, the report found that the print industry typically generated three times the volume of social media mentions that TV or radio achieved.

During the study window (1 January 2015 – 28 February) the print industry sparked 61 per cent of all online chat, followed by TV at a fifth and radio at 19 per cent.

Leading the social index for social media performance, each brand’s total online mentions, total social mentions and the interaction between those two totals, was the Independent, followed by Capital FM and BBC Radio 1.

On audience engagement however, the Telegraph comes out on top followed by the Independent and the Guardian.

Notably, the Guardian posts 2.7 times more online content that the Telegraph, but the Telegraph’s audience is a reported 1.2 times more active on social media.

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