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Facebook trumps Twitter in clicks, says NPR

More than ten thousand NPR Twitter followers filled out a survey, and there are some interesting findings in the results — especially when you compare them to NPR’s earlier survey of its Facebook users.

NPR says its Twitter followers are “more news centric” than its Facebook fans, asking for hard news and breaking news above everything else (Facebook fans wanted offbeat stories the most, followed by hard news). But Twitter followers say they click links less often than Facebook fans — a discovery than NPR says is reflected in its referral numbers.

“While we have over three million Twitter followers across multiple NPR accounts, they typically drive less than a fifth of the amount of referral traffic than our 1.25 million Facebook users do during any given month,” explain NPR’s Andy Carvin and Meredith Heard. “So while Twitter may be an ideal way of getting headlines to our users, it doesn’t necessarily translate to the same amount of traffic as Facebook does.”

Interestingly, NPR also said that 28% of its Twitter users say they also access NPR on Facebook, while only 8% of its Facebook users say they use Twitter for the same purpose. “This stat certainly reflects the reach of Facebook and its sheer size, with more than 500 million users. While Twitter’s 100+ million users is nothing to sneeze at, the gap between the two remains significant,” NPR said.

Those are just a couple highlights. Lots more in the report here.

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