Join Transform 2021 this July 12-16. Register for the AI event of the year.


A report published Monday by Internet analytics firm Hitwise says that Facebook users are clicking over to mainstream broadcast media sites far more than they do to Internet-only news and media brands.

Top clickthrough? The Weather Channel’s US site. Hitwise says traffic from Facebook to broadcast media sites has more than doubled since a year ago.

In fact, link clicks from Facebook to Fox News — which added former Vice Presidential candidate Sarah Palin as a commentator in January — outnumbered those to Google News. One obvious explanation is that the Fox links go to specific pages, rather than to a search results page on Google.

Hitwise analyst Heather Hopkins offered this insight into the numbers, but no clear takeaway:

Do Facebook users prefer Broadcast Media? I ran a correlation analysis to try to figure out if the amount of traffic Facebook sends a site is related to the number of fans a brand has on its Facebook page. I found no such correlation. (For the analysis, I used downstream visits from Facebook to 23 top News and Media websites excluding news aggregators and compared this to the number of fans on the associated Facebook page.)

A colleague pointed me to an article in the New York Times suggesting that social networks are creating a water cooler effect and actually boosting viewership of broadcast media. Is Facebook the new water cooler and if so, how can print media capitalize on this trend?

VentureBeat

VentureBeat's mission is to be a digital town square for technical decision-makers to gain knowledge about transformative technology and transact. Our site delivers essential information on data technologies and strategies to guide you as you lead your organizations. We invite you to become a member of our community, to access:
  • up-to-date information on the subjects of interest to you
  • our newsletters
  • gated thought-leader content and discounted access to our prized events, such as Transform 2021: Learn More
  • networking features, and more
Become a member