Web Content Trumps Social Site for Influence

A study from Outbrain shows that links from content sites bring in 56 percent of referrals to news sites. According to Outbrain’s Content Discovery Report, users referred through content sites are also more engaged than those who come to a site via search or social networks.

Outbrain worked with publishers including the New York Times, AllThingsD, Mashable and the New York Post to come up with its data. What does this mean for social media sites such as Facebook and Twitter?

“Quite simply, when it comes to driving traffic to your website, social media sites like Twitter and Facebook kind of suck at it,” wrote WebProNews’ Chris Richardson.

Facebook users apparently only react to the subject line, and not the content contained within, the study showed.