Links are four times more important than social

News consumers care about “links to related material” more than any other feature on news sites according to ┬áthe Understanding the Participatory News Consumer report (by Kristen Purcell, Lee Rainie, Amy Mitchell, Tom Rosenstiel and Kenny Olmstead) published March 1, 2010 as part of the Pew Internet & American Life Project.

News participators care about all news site features more than online news consumers

The ability to share news was the second most important, but “following news sites via social networks” came in at the bottom of the list. Twice as many “news participators” found links important, and four times as many “other online news consumers” considered links an important feature.

Should news organizations and journalists focus less attention on gathering an audience on social networks and more attention on providing links?

In an exercise of irony, this post contains no links to related materials. To add to the irony, you can follow me on Twitter @ksablan.