This Just In…
Survey: News releases shared on Twitter spark most traffic, especially those with multimedia
November 10, 2011
People share press releases more often on Facebook, but “shares” on Twitter drive more traffic, says a new study by PR Newswire. The electronic content distributor reportedly looked at tens of thousands of press releases sent over a period of months to analyze where, when and how they were shared across the social media websites Facebook, Twitter and LinkedIn. The findings suggest that news is amplified when the content has been optimized for sharing on social networks.
Creating shareable content can dramatically increase the number of times a press release is viewed, PR Newswire said. Each share generates two new views and expands the total audience by 70 percent, the study found. But despite Facebook’s greater popularity as a medium for sharing press releases, those shared on Twitter were found to drive about 30 percent more views than on Facebook, perhaps because Twitter is more often used for news and business purposes.
Adding a video and photo reportedly doubles the rate at which people engage with the content. Press releases that contain photos, video and audio were found to generate 3.5 times more engagement than text-only releases. — Greg Beaubien
![How social are your press releases? 1. Press releases are shared more on Facebook, but Twitter shares drive 30% more traffic. 2. Multimedia press releases generate more engagement than text-only press releases. 3. Each press release share drives an average of two new views for the release. [Source: PR Newswire and Crowd Factory]](http://www.prsa.org/_article_assets/Tactics/2011/11/prnewswire_infographic.jpg)
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