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首页> 外文期刊>Information economics and policy >Online news on Twitter: Newspapers' social media adoption and their online readership
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Online news on Twitter: Newspapers' social media adoption and their online readership

机译：Twitter上的在线新闻：报纸的社交媒体采用率及其在线读者人数

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摘要

Many news organizations have recognized the potential of social media as a journalistic tool and have used social media marketing to attract online audiences. The aim of this study is to understand the implications of news organizations' adoption of social media sites through (1) an examination of the relationship between news organizations' adoption of social media and their online readership and (2) a comparison of online traffic generated by social media sites with that generated by other online media institutions. Evidence suggests that newspapers' adoption of social media is positively associated with an increase in their online readership, and this association increases in the size of the newspapers' social media networks (e.g., number of Twitter followers). Evidence also suggests that the association between newspapers' social media adoption and their online traffic may differ compared to the association between other online media institutions and the online traffic they generated. A descriptive analysis shows that the online traffic generated by social media sites is less concentrated than that generated by search engines or news aggregators; this can be explained by the fact that social media sites might be less susceptible to information cascades, compared to search engines or news aggregators.
机译：许多新闻机构已经意识到社交媒体作为新闻工具的潜力，并利用社交媒体营销来吸引在线受众。这项研究的目的是通过（1）检查新闻机构采用社交媒体与其在线读者之间的关系，以及（2）比较产生的在线流量来了解新闻机构采用社交媒体网站的含义。社交媒体网站与其他在线媒体机构生成的网站。有证据表明，报纸对社交媒体的采用与在线读者人数的增加呈正相关，而这种联系增加了报纸社交媒体网络的规模（例如，Twitter追随者的数量）。证据还表明，与其他在线媒体机构与其所产生的在线流量之间的关联相比，报纸的社交媒体采用率与其在线流量之间的关联可能有所不同。描述性分析显示，社交媒体网站生成的在线流量不如搜索引擎或新闻聚合器生成的在线流量集中。与搜索引擎或新闻聚合器相比，社交媒体网站可能不太容易受到信息级联的影响，这可以解释为这一事实。

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