Martin Clarke, the Daily Mail executive allocated the role of running the newspaper’s website, Mail Online, has revealed at the Society of Editors conference in Glasgow that 10% of traffic to the website originates from the social network Facebook, and referred to it as a ‘gigantic free marketing engine’. The 10% figure is beaten only by Google, as one would expect.

Sharing options are provided on all Mail Online articles

The journalism industry is currently split on the best model for online news – News International has recently erected a paywall around their Times Online and News of the World websites, and is intending to do the same for The Sun. The issue with forcing users to pay to view content is, of course, that the ‘shareability’ factor decreases dramatically – your friends are unlikely to sign up to a newspaper subscription just to read an article you posted on their Wall.

Regardless of the tough decisions that the newspaper industry faces, it is becoming increasingly apparent that social media has a massive role in online promotion. A well organised social media strategy could increase traffic to your site dramatically. Analytics data also takes an important role in discerning the sources of traffic to More >