The data also suggest that converting social media or search eyeballs to dedicated readers is difficult to do. Most people that arrived at one of these popular news sites used only one of the three modes – suggesting that, at least on desktop/laptops, individuals tend to come to these news sites using a single method. At a time when news organizations are working to understand how consumers interact with news in the digital space and are implementing digital subscription plans while energetically pushing content in social spaces, these findings encapsulate some of the key challenges facing digital news. Facebook and search are critical for bringing added eyeballs to individual stories, and they do so in droves. But the connection a news organization has with any individual coming to their website via search or Facebook seems quite limited. For news outlets operating under the traditional model of building a loyal, perhaps paying audience, obtaining referrals so that users think of the outlet as the first place to turn is critical.
Posted on: Sat, 15 Mar 2014 06:17:08 +0000
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