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'Social news' no panacea for ailing media: study

Published on Mar 10, 2014 12:27 PM
 

WASHINGTON (AFP) - News organisations get the most engaged readers by working on their own to build brand loyalty, not through referrals from social media or search engines, a study showed on Monday.

The Pew Research Center found that "direct visitors" who use the news outlet's specific address or have it bookmarked stay about three times as long as those who come from a search engine or Facebook.

"Facebook and search are critical for bringing added views to individual stories, but, the data suggest it is hard to build relationships with those users," said Amy Mitchell, Pew's director of journalism research.

"For news outlets operating under the traditional model and hoping to build a loyal, paying audience, it is critical for users to think of that outlet as the first place they should turn."

 
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