Author Archives: Patrick E Scott

About Patrick E Scott

Patrick is currently studying an MA in Interactive Journalism at City University, London. Follow him on Twitter @Patrick_E_Scott

Famous Twitter users: who gets the most click-throughs – and why?

Famous Tweeters - percentage of followers clicking through

Famous Tweeters – percentage of followers clicking through

In the third and final post of this series Patrick Scott had a look at the click-through rate (CTR) of some famous individual Twitter users and found that those who do best tend to be political.

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In the first post of this series we saw that regional newspapers that tend to do well on Twitter follow a larger proportion of people relative to the number of people following them.

Conversely, in the second post of the series we saw that this ratio of followers to followed is less significant for magazines. The successful magazine accounts tended to be more personable than personal and gave their followers a clear engagement pathway to go down.

In this post we will see that, like the regional newspapers, famous individuals with a higher CTR tend to have a better followers to followed ratio, although there are a couple of notable exceptions to this. Continue reading

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The regional press on Twitter: interview with Johnston Press’s Mark Woodward

In a previous post, we saw that some regional newspapers do a lot better than others in terms of their Twitter click-through rate. Johnston Press titles, The Northampton Chronicle and Echo, The Scotsman and The Lancashire Evening Post tended to perform the best out of the 10 newspapers that we looked at in this regard.

The Online Journalism Blog talked to Mark Woodward, head of websites at Johnston Press, about the findings and about how Johnston Press sees Twitter as a whole.

Johnston Press Logo

Image: Johnston Press

How Johnston Press adapted to Twitter

The need to adapt to the evolving digital landscape is very important for regional newspapers as they attempt to reduce the well documented decline in readership.

A large part of this adaptation is concerned with the growth of social media and the ways that this can be used to drive traffic to a news site.

Out of all the papers analysed in the original post, the Johnston Press titles seemed to be doing this best.

Continue reading

Magazines on Twitter: who has the most click throughs – and why?

Magazines on Twitter - percentage of followers retweeting

Magazines on Twitter – percentage of followers retweeting – click for interactive version

Magazine Twitter accounts with the highest click-through rates tend to be aimed more directly at the reader and to give the reader a clearly defined reason to engage, according to an analysis by Patrick Scott in the second of a series of three posts.

When analysing the engagement on the Twitter accounts of regional newspapers we saw that one of the key factors was how conversational the newspaper was with its followers. But does this still apply when dealing with national publications? Continue reading

Newspapers on Twitter: who has the most click-throughs – and why?

Regional newspapers on Twitter - percentage of followers retweeting

Regional newspapers on Twitter – percentage of followers retweeting – click for interactive version

Newspaper Twitter accounts with the highest click-through rates tend to follow more people, customise tweets for Twitter and engage in more conversation, according to an analysis by Patrick Scott in the first of a series of three posts.

The number of followers a Twitter account has is often assumed to be representative of the influence they command. But is it what we should be measuring? Continue reading