Report Finds No Correlation Between Social Media Engagement and Content Readership

If you’re a regular reader of Social Media Today, you’re no doubt aware of the shift away from in-stream social media sharing, and towards engagement within enclosed message groups instead. All social platforms have seen a decline in personal posting, which could be due to concerns about social posts coming back to haunt you at a later stage, or could be a result of people trying to avoid angst and argument in-stream, or both.

But whatever the reason, the trend is clear: Social media apps are gradually becoming more valued as entertainment sources, while actual interaction shifts to smaller, enclosed chats and communities.

Case in point: This week, the team from earned media insights platform Memo have published a new report which looks at how social media engagement relates to content readership, and whether more social media shares and comments leads to more people actually clicking through to read your posts.

The key finding?

“Across all the articles and topics we analyzed, we found no clear connection between social engagement and actual readers of the news.”

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