When it comes to generating traffic for your content, your number of social-media followers isn’t as important as how well you engage them.
Success lies not just in getting your social-media audience to click on the links you post, but in getting them to share the link with their friends and start a chain reaction of engagement.
I had essentially the same number of Twitter followers (15,000+) and Facebook fans and friends (almost 2,000) when I posted my Dec. 19 post about granting confidentiality to sources as when I posted last Saturday about whether to avoid tweets that might tip competitors about breaking news or events you’re covering.
Only 127 people have read the post on confidential sources, which I regard as at least as important for journalists to read. But more than 6,000 people have read the post on tweets and competition. In one week, that post got more views than anything I’ve posted in the past year.
It’s reasonable to think that as many of my social media followers saw my initial tweets and Facebook updates on the two posts. In fact, most of my followers are journalists, who might have been less likely to see the Saturday tweet and update because they weren’t working that day.
The difference: My tweeps started a chain reaction of discussion and links about the post on competition and Twitter. They reached thousands of people who don’t follow me and brought those people to my blog.
At least four factors are at play in the difference between the two stories: (more…)