localamerica | Street Fight

Why Hyperlocals Are Missing Out on Engagement

Tom Grubisich

Why Hyperlocals Are Missing Out on Engagement

“Engagement,” just about everyone agrees, is a must, especially for news websites, most especially hyperlocals. But engagement metrics for news – even allowing for sometimes wildly conflicting numbers produced from different methodologies – are mostly grim. The average Facebook user spends a half hour-plus on that paragon of digital engagement. News sites get minutes that can be counted on one hand. Taking into account murky Web analytics, only a fraction of that time – about three minutes for most hyperlocal news sites, according to Alexa – represents engagement where the site has captured the user’s undivided attention…