Reader Engagement Improves When You Include the Social Web
Are you thinking about adding a social media stream to your website? If not, you should be. According to a recent MIT Sloan report, “social activity on a website can increase users’ commitment to the site and willingness to pay for its services.” Creating a social “ladder of engagement” can significantly influence reader loyalty.
Crowdynews customers include an integrated social media stream (or, rung on the ladder) on their website as the first step in building reader engagement. In order to curate a social media stream that delivers relevant and safe social media content, our customers follow a five step process:
- Listen to the voice of the crowd,
- Build a path to social content,
- Define the reader experience,
- Deliver the best social media to your readers, and
- Refine continuously.
These five steps ensure publishers create and distribute meaningful and appropriate social content to their readers. Including social content on a website helps drive reader engagement in the site.
One of Brazil’s leading newspapers implemented curated social streams on all their online editorial sections, including regional, political, sports, and lifestyle articles. 34% of readers interacted with the social content, improving the overall engagement with the site and increasing time on site. 50% of readers of one of Spain’s leading sports websites spend 10 or more seconds engaging with the curated social content delivered to the site by Crowdynews.
Download the guide “Social Media Curation in 5 Steps” to learn how publishers like you are successfully using social media to engage their readers.
Once the social media stream is configured, our customers realize immediate benefits. For example, if the social media content is derived from:
- Staff writers – the reader will click on the post and brought to an internal page containing additional articles written by the author increasing time on site.
- Location-specific event – the publication is able to provide a hyper-local perspective building a sense of community.
- Breaking news – readers respond accordingly based on the delivery of critical information (e.g., find a safe location when threatening weather is imminent, or provide a means to make a donation when a natural disaster strikes).
- User- or fan-based – the story evolves into a richer experience. For example, not only do readers witness a home run ball caught by a young fan, but they also learn that the catch probably saved a brother’s life.
Social media can be a powerful ally in engaging readers. Based on Crowdynews research, 36% of respondents believe that including a social media stream increases an article’s reader friendliness.
As a publisher, you know all too well that reader behavior has changed. More so with millennials, people no longer wait for the evening news to learn what is happening locally, nationally and globally. They turn to social channels first for news. According to a 2015 Reuters study, Facebook is the most popular channel for sharing news while Twitter is the first place people turn to when breaking news occurs.
Social media has even impacted how traditional news outlets discover and cover the news. The Brussels Bombings are a perfect example of social media fueling the editorial engine. Specifically, one New York Times editor picked up a tweet about smoke at the Brussels airport and the media machine kicked-in. At the end of the day, this single tweet “attracted millions of readers; seven of the day’s top 20 most-read articles were related to the attacks.”
As attention spans and news sources become more fractured, social media helps publishers pull readers back into the fold. Incorporating a social media stream on your digital site will keep people on your site longer, engaging with your content, and creating the first step in the social “ladder of engagement” resulting in increased reader loyalty.
Curious about social media curation? You can start today with Crowdynews Free.