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New study measures social media success of national newspapers

September 18th, 2008 | 1 Comment | Posted by in Newspapers, Online Journalism

This week Martin Belham, of Currybet.net, released his study into the nationals newspapers’ use of web 2.0 tools, such as news aggregation and social media sites.

His aim was this:

“I wanted to examine, firstly, how well British newspaper content was performing on prominent social media sites, and secondly, see if there was any correlation between the placement of icons, widgets and links, and the presence of newspaper content on these services. In short, I wanted to measure UK newspaper success with social media services.”

In order to do this he monitored eight popular social bookmarking and link sharing sites for a month, checking for the presence of UK newspaper URLs on their front or most ‘popular’ pages. Between July 15 and August 14 he counted just over 900 URLs from 12 major newspapers across the services (the Daily Express, Daily Mail, Daily Star, Financial Times, The Guardian, The Independent, The Mirror, News Of The World, The Scotsman, The Sun, The Telegraph and The Times)

Here’s a peek at some of the findings:

  • The Telegraph was the most successful UK newspaper in this study, with 243 prominent URLs on social media sites between July 15 and August 14 2008.
  • The poorest performances amongst the nationals were from the Daily Star (4 links), and the Daily Express and The Mirror (3 links each)
  • The correlation between having an ‘icon’ or ‘button’ for a specific social media service, and success on that service appears to be weak or non-existent.

The full study can be downloaded from here, for £25.

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