UA Study Examines How News Spreads on Twitter
A study of the Twitter activity of 12 major news agencies shows varying levels of success for the social network as a news-sharing tool, based on factors like article lifespan and number of retweets.
Nearly every major news organization has a Twitter account these days, but just how effective is the microblogging website at spreading news? That’s the question University of Arizona professor Sudha Ram set out to answer in a recent study of a dozen major news organizations that use the social media website as one tool for sharing their content.
The answer, according to Ram’s research, varies widely by news agency, and there may not be one universally applicable strategy for maximizing Twitter effectiveness. However, news agencies can learn a lot by looking at how their news diffuses once it is posted on Twitter, said Ram, McClelland Professor of Management Information Systems in the UA’s Eller College of Management. (more…)