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BizReport : Blogs & Content : March 22, 2010

Facebookers show content loyalty

If you're trying to build a readership online, Facebook may be one place to begin. According to Heather Hopkins, analyst with Experian Hitwise, Facebook users are more loyal to their favorite news and media hubs than consumers getting news from Google's aggregator service. What does it matter? Well, consumers who return time after time to get content and information are more valuable than consumers who click once and never return, especially from an advertiser standpoint.

by Kristina Knight

Consumers who return time after time because they like the content begin to feel more connected to the hub as a whole. That connectedness can translate to the consumer begin more open, connected and engaged with the advertisers on-site as well as their favorite columnists and journalists.

"Hitwise data indicate that visitors from are more loyal to News and Media websites than are visitors from In particular, among the top 5 Print Media websites in the week ending March 6, 2010, 78% of users were returning visitors compared to 67% from Google News. The figures are almost identical for Broadcast Media, with a 77% returning rate for compared to 64% for Google News," writes Ms. Hopkins via the Hitwise blog.

It is interesting to remember, from prior research, that Facebook consumers are more likely to engage with broadcast media websites than print websites.

Hopkins' research found that Google users are less likely to be return visitors for either Google News or Facebook, but what marketers and ad buyers must remember overall is that news and media websites do build loyalty amongst the user base.

Tags: Facebook, Hitwise, news aggregators, social marketing, social networks, social newtorking

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