Content Marketing Blog

Social media now a news provider

Publishing regular industry news stories on your company website is a great way to reach out to your target audience and increase brand awareness, but recent statistics suggest that sharing such articles on social media may be even better.

Users of Facebook and other social media platforms want to be updated on current affairs, so businesses looking to make the most out of their content marketing strategies should look into publishing news articles on their social networking accounts.

Facebook is the world's most popular social networking site, with more than 1 billion users worldwide. Although its main purpose is to connect its users with friends and family, Facebook is also a useful provider of news, according to a recent study by Pew Research Centre, in collaboration with the John S. and James L. Knight Foundation.

The study surveyed 5,173 adults in the US and found that 47 per cent are informed of news and events through Facebook. This accounts for 30 per cent of the US adult population.

However, the majority of these users do not go on Facebook seeking news, but instead come across it while they are there.

The survey found that news articles on Facebook are reaching a group of users that would otherwise would remain uninformed, in particular younger adults who are less engaged in news events than their older counterparts.

Plus, users who stay on Facebook longer are more likely to find out news. The study found that 67 per cent of users who are on the site for more than an hour a day are informed of at least one news story.

The survey also revealed that most users click on a news article because they are interested in the topic, instead of a having a preference to any particular news provider.

Other social networking platforms that have historically shared news articles have experienced an increased demand for news on their sites.

On Twitter, many users are following news providers to keep up to date with current events. Out of the top 100 profiles on the microblogging site, which is dominated by celebrities such as Justin Bieber, Katy Perry and Lady Gaga, there are four major news accounts.

According to Social Bakers, CNN Breaking News (@cnnbrk) comes in at number 36 with a total of 13 million followers. Other popular players are the New York Times (@NYTimes) and BBC Breaking News (@BBCbreaking).

This increased demand for news stories on social media can be optimised by incorporating current and informative articles on your social media account and, therefore, draw more traffic back to your site.

Posted by Dylan Brown