Some interesting stats released by the Pew Research Journalism Project make a strong case for why sharing content through an aggregator like News360 may be in the best interest of brands and publishers.
Mashable published an article last week indicating that readers who visit news sites from a social media site are not likely to stick around. Readers who enter a website through their homepage visit four times times as many pages as those who enter through a social link, according to the Mashable story.
These numbers confirm what we have thought all along: that social discovery is not an effective way to deliver and consume news. Links shared by our friends and colleagues on Twitter and Facebook are the digital media equivalent of junk food: great for a quick fix but bad for building healthy long term habits.
Publishers want readers who are engaging with all of the content across their site. A link shared by a friend may have an interesting headline that grabs the attention of a reader, but the numbers show that this type of referral is not likely to turn a visitor into a lasting reader of the publication.
Image: Pew Research Center
Our personalized approach helps connect readers with the content that they are truly interested in. Referrals from an aggregator like News360 have a much higher stickiness factor than social linking, since readers are connected with the publications who are covering topics that fully align with their interest profile.
Reader behavior is constantly changing, and there will always be plenty of interest in social traffic vs readers who visit sites directly. For publishers and brands, we think aggregators are an integral tool in keeping readers engaged and discovering content and publications that are relevant to them.