Publishers and some bloggers make their money from advertising on their site. Driving traffic to the site and getting those ad images loaded, is to some extent all that matters. Maintaing the regular traffic is what becomes your lifeblood.
People can visit their site, follow and RSS feed, get emails – daily, weekly, monthly, as new content is published and they can follow the brand on Twitter and Facebook and now Google+.
Twitter especially has been good for publishing because it easily drives traffic to the site, it’s easy to share and recommend, easy to see, if the headline is good it can do very well and traffic will be good.
People will then leave comments, that can also be shred to twitter to and more repeat traffic can occur as they get into a dialogue with other readers and the writers.
Facebook while also being a big traffic source, in more social arena’s like The Daily Mash, it is more than Twitter, in fact many news sites get more out of Facebook than twitter. However, conversations and dialogues are not all on the article’s page. Facebook posts have their own micro communities where people can comment directly. This is good for Facebook but not as good for the publisher.
However, the publisher does not get to chose. It’s not as if they would sacrifice the Facebook traffic by not posting it to Facebook just because the community is on another site, of course not.
However, if Google plus kills off Twitter and the tweeters go to Google and start holding their own communities ion their own circles and the brand page and not at the publisher’s site, what would the affect be.
Would the traffic increase because Google plus is so much better then Twitter or will it drop off because of the lack of discussion on the site. My money is that it’ll be the same for while and then increase as Google make plus better I doubt the publishers will miss the repeat traffic.
I do expect slightly less traffic on some situations though: if I see a lot of people in my network discussing something on Facebook or even on the actual blog page I don’t always need to read the blog – so will some traffic drop off from G+ compared to Twitter.
Presumably, either way, good online publishers will just embrace the new network to increase it’s klout, so to speak, so they do not vanish, like many paper publishers who didn’t get into online quick enough.