THE relationship between social media and the web sites of traditional media
What is the impact of social media on the web audience of classical media? A win/win relationship within a virtuous cycle can be achieved by respecting a simple set of rules. The social media gain quality while the traditional media gain visibility and notoriety and can experience a considerable increase in their web traffic!
what do existing studies show
According to recent studies, on average some 33% of traffic on a web-site emanates from another web-site: http://blog.outbrain.com/2011/04/outbrain-content-discovery-report.html#more-969. Of the 33%, 10% spring from social media (essentially Facebook, Twitter having a more marginal effect).
A slight increase in social media traffic is observed when media web-sites are at question rather than general web-sites. Indeed, another study carried out by the Project For Excellence in Journalism showed that 2 to 8% of traffic on American media web-sites is directly generated by Facebook. Twitter remains marginal : http://www.digitaltrends.com/computing/facebook-now-critical-to-online-news-traffic-says-pew-study/
what we want to know
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If the same applies to the influence of social media on the web traffic of the main European media web-sites.
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If it were possible through the research results to measure the influence of social networks on the improved position of media web-sites.
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If these same media were using new units of measure other than traditional indicators (visits, unique visitors, media openness, etc.)
- If different trends or patterns could be more or less identified within the study.
We volontarily left out video-based and/or niche social media in order to concentrate on the broader players (Facebook and Twitter) and we limited ourselves to “broadcast” media”.
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