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Do People Read Before Sharing?

Published On July 23, 2016 | By Felicia Nicole | Social Media

If you know the trend on social media, you will not be surprised by the findings of a computer scientist at the University of Columbia, which says, “59% of links shared on social media have never actually been clicked”.

And that’s what Washington Post reveled in this post. Almost 6 out of 10 people don’t read the post before sharing it, and that’s quite depressing, almost a waste of effort from the part of the content creator and marketer. In the year 2014, social media was responsible for 30% of the total visits on websites. But latest study published by HAL, “This is typical of modern information consumption. People form an opinion based on a summary, or a summary of summaries, without making the effort to go deeper.”

HAL used a data of 2.8 million shares, 9.6 million actual clicks and 75 billion views on 59,088 resources. Most of the people on these resources were found to retweet without reading their posts. Blind retweets are causing concerns for content marketers and businesses.

According to the Twitter analysis conducted in May’ 2016…

There were 2.5 million impressions from just 465 tweets but CTR was quite low. The impression gained from 29 retweets resulted in 18,202 impressions and ultimately 40 link clicks. This means it had a CTR of 0.2% which is about our average. Sadly, this is a little lower than the industry average for a following of our size.

Hubspot showed that average CTR was 1.64%. Moreover, the more followers you have, the fewer clicks you’ll get. Here’s the data of Twitter accounts observed.

  • Those with 50 – 1000 followers received 6.16% CTR
  • People with 1000 – 5000 followers got 1.45% CTR
  • CTR of those having 5000 – 10000 followers was 0.55%
  • Those who had more than 10000 followers, had 0.45% CTR

Example of Search Engine Watch

Now, let’s find out how much traffic SEW generated from social media. Following is the data gathered by Google Analytics. According to the data, the website had generated only 4% of the overall traffic via social media. Comparatively, the majority of the traffic came from

  • organic search (as you would hope and expect from a site with ‘search engine’ in the title),
  • with direct,
  • email and
  • Referral all coming in above social

If you break down the data of all the social channels, you’ll find out that 47% of the social traffic comes from Twitter, followed by 24% from Facebook, 11% from LinkedIn and just 0.3% from Pinterest. Analyzing Twitter, which has been the most fruitful social channel for the website; it contributed to more than 16,000 sessions on the website. 40% of them were unique users.

Conclusion

So despite a low CTR, these are fairly considerable numbers, and certainly the research presented by HAL should not be used as an excuse to ‘switch off’ your social activity. In fact if anything, this is a good excuse for Webryze to take a good look at our Twitter strategy and see how we can improve things.

Always add links to tweets would be a good start.

Finally, you should also be aware that, if your boss is asking for ways to measure your content’s engagement, a simple ‘number of retweets’ isn’t good enough.

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