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Facebook Drives Traffic To News Web Sites, But Does Twitter?
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Facebook is becoming an influential driver of traffic to the world’s top news web sites, while Twitter is having very little impact at all.A report by the Pew Research Centre’s Project for Excellence in Journalism on the top 25 news web sites in the US shows how Facebook makes up the second and third most vital traffic drivers, with search engines like Google remaining in the top position.
When comparing Facebook to Twitter, Twitter barely registers at all, which is very surprising considering how popular it is as a source of news? Many journalists, both professional and amateur, report directly on Twitter and most news articles get directly linked there. Twitter seems to be having a much smaller effect on traffic than Facebook and other resources.
It’s clear that Facebook with its over half a billion members is a major part in all online areas. Recently it was discovered that Facebook accounts for close to one in three ads on the internet. Since most news outlets also depend on advertising that means Facebook is contributing particularly to the ad market.
The growing of social media is becoming increasingly important, so much that news agencies are beginning to craft news that caters for the growing social audience. Pew Research believes that this will affect the news industry, because reporters will no longer write stories that readers want to know about, but they will write stories readers will want to share with others.The study found that most news web sites depend on casual users who visit irregularly for a short amount of time. Often these users will be directed to a news story through Facebook, rather than visiting the news outlets web site directly.
Some people are dedicated news followers who visit their favorite news web sites at least 10 times a month, spending more than an hour reading the stories. However, these made up a relatively small percentage of total readers, ranging from as little as one per cent for Bing News to 18 per cent for CNN, with an average of only seven per cent in general.
The report found that news organizations will need to factor social media into their strategy for delivering news and monetizing those delivery channels. Most news outlets depend upon advertising from companies or search engines like Google to stay on top.
Pew Research suggests that these web sites need to be versatile, catering for different audiences and employing different monetization approaches. For now, however, we’re not convinced that pay walls are well suited to the open nature of the internet.
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