Facebook can be a major source of referral traffic, as long as the content is high quality and clearly not spam.
Publishers like POLITICO and Salon recognize that interaction with their content is key, reports Digiday. “I pull a weekly report on the Facebook numbers, and it does seem like the stories with the most likes and shares do get the highest reach,” says Liam O’Donoghue, communications director at Salon. “…It seems like there’s a pretty strong correlation between engagement and reach.”
So how can digital publishers attempt to gain more interaction through Facebook, and other social networks? Andrea Bitely, director of social media for POLITICO, recommends high quality content and appealing imagery. “You’re seeing high quality images, full-scale infographics, and people are optimizing visuals now, especially on the iPhone or Android where you have very little space.”
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