In these increasingly digital times, how much web traffic is being generated for "publishers" (businesses) by search engines vs. social media sites? Adam Sherk took an earnest look at that and found that search was three times as effective as social media in generating traffic, but there are provisos. Among the 52 magazine and content sites he included, "strength of brand" made a big difference.
"For instance," Adam notes, "among these 52 sites the typed/bookmarked average was 29.7% but two of the biggest brands came in at 59.5% and 62.6%, bringing their search percentages down to 18.5% and 16.2%, respectively. Despite this their total search referrals for the year were still much higher than many of the other sites"
So the size of a business and the length of its time on the web (they all need to be there!) have a good bit to do with their relational sway, along, of course, with the actual content they're providing.
As to reaching journalists themselves, Arik Hanson in another post turned to newspeople themselves for their preferences on how they prefer to be approached by PR people and provides the results verbatim. "I think social media has its limits, and nuance is often lost," says Michael Rand of the Minneapolis Star Tribune, for example. "I think an e-mail or even phone call is a better way to make a pitch. I have no problem with initial contact on Twitter, but maybe I'm in the minority?"