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Gisele Navarro

Operations Director at NeoMam Studios

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For almost every major news outlet, Twitter has become an integral part of their daily outreach strategy. The transition from print to pixels continues as major publications adapt to an evolving online readership.

So how many newspapers actually use Twitter effectively?

1. UK and US national newspapers

We based our investigations on two factors:

Does the newspaper use onsite Twitter buttons?
Do they use their Twitter @author button as standard within tweets?

twitter button with and without author button

Results of newspaper tweet buttons:

After surveying 44 major newspapers in the UK and the US, we found that:

  • 44 out of 44 used onsite Twitter buttons.
  • 26 out of 44 don’t incorporate the @author or @site within the default tweet.
  • 18 out of 44 have either the @author or @ site within the default tweet.

twitter button results that do have author and site

2. Old media vs new media

But is there a difference between traditional and non-traditional publishers?

twitter buttons on most popular sites in US

Discounting businesses and traditional newspapers, we examined Twitter usage among the Quantcast’s top 50 most popular sites in the US:

  • 50 out of 50 have onsite Twitter buttons.
  • 12 out of 50 don’t have the @author or @site within the default tweet.
  • 38 out of 50 have either the @author or @site within the default tweet.

In comparison with the top newspapers analysed, 76% of the most popular publishers in the United States use the @author or @site within the default tweet.

76% of the most popular publishers in the United States use the @author or @site within the default tweet.Click To Tweet

3. Big business

Finally, we looked at big businesses – basing our shortlist on the Sunday Times 100 Best Companies to Work For. We analysed how Twitter was used in the relevant sections of their sites, e.g. blog, news, press releases etc.

twitter buttons company websites author or site

From the 100 company websites analysed:

  • 48 out of 100 have onsite Twitter buttons.

Of those that did use onsite Twitter buttons:

  • 40 out of 48 don’t have the @author or @site within the default tweet.
  • 8 out of 48 have either the @author or @site within the default tweet.
  • Surprisingly, only 48% of company sites use the onsite Twitter button.
  • What’s more, only 16.67% use the @author or @site within the default tweet.

 

Our recommendation for clients is that they always use the @site or @author option in Twitter buttons and you should check out our post about the anatomy of the perfect landing page which includes getting the twitter buttons right. The sheer number of highly trafficked websites adopting this approach show that it should become a best practice for digital publishing.

Check out the full infographic below:

how-many-news-organizations-use-twitter-correctly

Add this infographic to your website by copying and pasting the following embed code:

 

You can view all the data included in this infographic here.

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