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When it comes to generating traffic for your content, your number of social-media followers isn’t as important as how well you engage them.
Success lies not just in getting your social-media audience to click on the links you post, but in getting them to share the link with their friends and start a chain reaction of engagement.
I had essentially the same number of Twitter followers (15,000+) and Facebook fans and friends (almost 2,000) when I posted my Dec. 19 post about granting confidentiality to sources as when I posted last Saturday about whether to avoid tweets that might tip competitors about breaking news or events you’re covering.
Only 127 people have read the post on confidential sources, which I regard as at least as important for journalists to read. But more than 6,000 people have read the post on tweets and competition. In one week, that post got more…
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