WSJ - News organizations are getting more scientific about studying the value of the online readers they are hooking through social media services like Twitter Inc. and Facebook Inc., as they seek new ways to exploit the channels without cannibalizing their businesses.The efforts come as publications are reporting surging traffic from social media, as they rush to load up their sites with new tools that encourage readers to share their content among friends on Facebook, Twitter, Digg, Google and others.
Forty-two percent of social-networking users regularly or sometimes get their news through social-networking sites, according to a report released this week by the Pew Media Center. That is leaving some publishers with the sense that they are better off trying to reach users where they are congregating than trying to corral them on their site.
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| Kenneth Fuchs, an executive at Sports Illustrated, is studying the habits of the magazine's Twitter followers. |
Now they are looking for similar patterns with social data, using it to attract new readers, better personalize their experience on the site and potentially target ads.
In a recent survey of 100 online publishers, including traditional news organizations, more than 90% said they have concerns about integrating with Facebook, including how the social-network uses data about their content and who will benefit from long-term revenue. The study was conducted by research group Thinktank Research and sponsored by ShareThis, a social media and analytics company.
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