Social traffic figures are growing for many news outlets, as many readers now come to stories from social feeds rather than the more traditional route of the homepage.
But the social space is a volatile one – a tweak to one network’s algorithm can make a huge difference to traffic figures for publishers, so where should media organisations look next?
Jeff Moriarty, chief digital and product officer at UK regional publishers Johnston Press, outlined six ways the company is thinking about social publishing right now, speaking at Digital Media Europe yesterday.
Facebook for volume, Twitter for engagement
As referral traffic from Facebook continues to grow for publishers, why should news outlets still spend time and resources posting on Twitter?
Moriarty recently asked a similar question when meeting with the Twitter team, and his conclusion was that Twitter users are people who “ignite the conversations around news”.
“Twitter users are much more engaged with news brands,” he said, so the network’s place in Johnston Press’ social strategy is “to get the virality started”.
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