Sharing does not necessarily mean that it is being read

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According to studies, the number of people who share links on social media, but never click on them has been increasing at a tremendous rate and stand at about 59%. This effectively means, only 41% of the people who share links tend to go through what is being passed on. This news can be surprising, depressing or just interesting for many.

It had been estimated way back in 2014 that 30% of the website visits as referred by social media. But the latest research which studied a dataset amounted to about 75billion potential views, 2.8 million shares, and 9.6 million clicks to around 59,088 unique resources. The news was simply retweeted by the majority, without actually going through them.

It has been described by the experts that it is rather typical of modern age information consumption. An opinion is said to be developed by people, based upon summary of summaries or just a summary, without actually taking the effort to get into the depth of it.

Such blind retweeters can be quite worrying, since it tends to shape up the news agenda, simply by having shared what is ‘viral’ already and including to the ‘trend watching algorithms’ of social platforms without going through it.

Is it that the favorite news sources considered to be quite trustworthy, such that blind faith can be had on them in anything that is being published? Facebook is likely to ignore them!

There has been ample proof of this, with a manager of a reputed social media tweeting a headline, but forgetting accidently to have the article’s link included in it. Yet, the tweet is said to have enjoyed receiving 28 likes and 25 retweets. Surprisingly, not even a single person took time to notice the missing link!!

Some facts to understand

It would be useful to have some analytics performed to see what kind of influence the SEWs social channel tend to have on the site traffic.

2.5 million ‘robust’ impressions just from 465 tweets can be fabulous. However, what about the actual CTR (click through rate)?

From social came just about 4% traffic, while majority is said to have been derived from organic search, email, referral and directly.

Breaking it further with social channel, Twitter contributed 47%, Facebook 24%, LinkedIn 11% and Pinterest 0.3%.

As a good start, it is essential to have links included to the tweets. It is also necessary to be aware that if the content’s engagement is to be measured, then number of retweets simply would not be sufficient.

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