Despite the surging popularity of social media sites, content-oriented sites are by far the biggest attraction online, according to figures compiled by the Online Publishers Association. In fact, the number of people attracted to content sites and the amount of time they spend there are growing. So far, it appears the dramatic growth in popularity of social media is happening at the expense of older online communication tools such as e-mail and instant messaging. The findings suggest news media organizations should avoid enhancing their social media capabilities by cannibalizing resources used to generate original content.

Despite the surging popularity of social media sites, content-oriented sites are by far the biggest attraction online, according to figures compiled by the Online Publishers Association. In fact, the number of people attracted to content sites and the amount of time they spend there are growing. So far, it appears the dramatic growth in popularity of social media is happening at the expense of older online communication tools such as e-mail and instant messaging. The findings suggest news media organizations should avoid enhancing their social media capabilities by cannibalizing resources used to generate original content.

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