Twitter Engagement

Monday, November 14, 2011

Journalists and news organizations primarily use Twitter to broadcast links, and they rarely ask for audience input or retweet others.

A study by the Pew Research Center's Project for Excellence in Journalism focused on tweets by top newspapers, broadcasters, websites, and individual journalists.

The key finding is that news organizations use Twitter in limited ways. The main use being linking to their own material.

Ninety-three percent of tweets by news organizations link to their own articles while just two percent asked for audience input, and just one percent where retweets.

Individual journalists had about the same percentage of links and retweets.

Fox News had the most audience interaction on Twitter with 21 percent of tweets seeking feedback and 44 percent retweets.

Fox also increased its followers the most rapidly, maybe because of their Twitter interaction approach.

The New York Times had the least amount of audience interaction on Twitter.


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