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.
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.
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 →