The Complete Social Media Audit Guide for 2025
Your brand's social media presence is no longer just one aspect of your marketing strategy—it's often the primary touchpoint for customer...
2 min read
Writing Team
:
Jul 15, 2024 5:54:11 PM
A recent study by Memo reveals that social media engagement does not significantly correlate with content readership for news publishers. This research suggests that the benefits publishers once derived from social media are diminishing.
Study Overview: Memo's research initially conducted in 2022 was revisited in 2024 due to the dynamic changes in the social landscape. The analysis included a wide range of topics and industries over a month-long period, from January 20 to February 20.
Correlation Findings: The correlation coefficient is a measure used to determine the relationship between two variables, with 1 indicating a perfect positive correlation and 0 indicating no correlation. Memo's findings highlighted the following:
These figures indicate that even the highest correlation, found in crisis-related news, only reached a moderate level at best.
Algorithm Changes: Memo attributed some of the shifts to changes in social media algorithms, aimed at de-prioritizing news to combat misinformation. This has likely contributed to the declining influence of social media on news readership.
For social media managers, this study underscores the need to reconsider strategies that rely heavily on social media engagement metrics. Here are a few takeaways:
Memo's study highlights a significant shift in how social media impacts news readership. For publishers and social media managers, this means adapting strategies to ensure that engagement on social platforms translates into meaningful interactions and actual readership.
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