Email Beats Social Media for Sharing News

May 14, 2014 Beth Monaghan

Do most people share news articles via email or social media? This is one case where old proven trumps the shiny new object. Email wins, according to a study we did in partnership with GMI Lightspeed of 1,000 Americans ages 18+.

Social media stood a fighting chance, but good old-fashioned email won the prize for article sharing coming in first place with 34 percent. Social media was a close second with 29 percent. Not surprisingly, younger people are more likely to share news on social media: 50 percent of those ages 18 to 24 and 45 percent of those ages 24 to 35, compared to eight percent of those 55 or older.

What this means: In PR, getting coverage is only the first step. Merchandising the coverage helps extend its benefits to your target audiences. By now, we’re all familiar with the mainstay social sharing icons on infographics, video, blog posts and articles. But don’t forget to make it easy to click and email too. Consider taking your most valuable content a step further through email marketing.

So make sure you can email your content, and if you’d like to read about how to make your news mobile (and social), check out our post, Seven Tips for Making Your News Mobile.

We asked questions about lots of other topics – from Buzzfeed, to Facebook, email versus social media and preferred news outlets. You can view the full results in our ebook, Read It, Watch It, or Tweet It – How Americans Read and Share News.

Topics: Content, Mobile, Social Media
Beth Monaghan

Beth is the CEO of InkHouse, which she co-founded in 2007, and has grown into one of the fastest-growing PR firms in the nation with 100+ employees and four offices. Named one of the “Top Women in PR” by PR News, Beth is working to reinvent the PR agency model to bend it toward the kind of culture that catapults great ideas and jettisons the rules that no longer work. At InkHouse, Beth focuses on inventing and implementing the new strategies that shape the agency’s work.

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