According to Tony Haile, CEO of Chartbeat, which measures real-time traffic for sites “We’ve found effectively no correlation between social shares and people actually reading”. That means that retweets may not be a true measure of engagement.To suddenly say that a story is just as likely to have been read by a million people and tweeted by none of them, as it is to have been tweeted a million times and yet never read, seems impossible. And yet, that’s what Chartbeat has found.
“There is obviously a correlation between number of tweets and total volume of traffic that goes to an article,” he says. “But just not a relationship between stories that are most heavily consumed and stories that are most heavily tweeted.”
Clicks from social media are more likely to come from mobile devices, where readers typically spend less time on the page. It also likely reflects readers’ preferences about what types of links they click — studies show people are more likely to share stories that are happy or nostalgic than they are to tweet about crime, for example.
The most obvious explanation, the one that has probably already occurred to you because you’re just as ￼
guilty as everyone else, is that people are tweeting stories without reading them.
So if you see someone tweet an article, it likely means they either didn’t really read it, or they read every word.
How can you verify this?
Use your website analytics to determine how much traffic is coming from Twitter but more importantly look at the time on your site from Twitter links. If there is a high bounce rate or the time on site is short than people are not engaging your content.
It’s also a good idea to keep your content short and to the point using callouts in the upper left of key brand points.