If we want a better digital strategy in journalism, we need to redefine return on investment (ROI).
There’s a hard truth in digital journalism that we don’t talk about enough:
Social media isn’t designed to drive clicks — and it hasn’t been for a long time.
But that doesn’t mean social content has no ROI. In fact, the value is often bigger than the immediate click-through we obsess over.
Here’s the reality:
1️⃣ Algorithms suppress outbound links.
Platforms want people to stay in-app.
– Link posts get deprioritized.
– Even high-performing content rarely converts more than a small percentage.
So when we judge a social post solely by how many people clicked to a website, we’re evaluating the wrong thing.
2️⃣ But social media has a different and critical kind of ROI.
It builds:
– Brand recognition
– Familiarity with your reporters
– Trust in your newsroom
– Habit-forming behavior
– Audience loyalty well before breaking news happens
You probably won’t get someone to turn on their TV at 6 p.m. But when a major story breaks? They’ll remember the brand that stayed in their feed every other day.
That’s ROI.
3️⃣ And here’s what actually helps the click-through when it matters.
Influencers already understand this formula:
– Give enough information to be useful — people should feel informed after your video.
– Then use Stories or the comments to share the full link for those who want deeper reporting.
This is the funnel newsrooms often overlook: Provide value first → then invite the deeper click.
4️⃣ The balance journalists need right now:
Social shouldn’t be treated as a headline billboard pointing to the website. It should be treated as the top of the relationship funnel:
First: serve the audience
Then: build trust
Finally: earn the click when the story demands nuance, depth, or breaking updates
Clicks come from trust, not from pressure.
5️⃣ A shift in thinking newsrooms need to make:
Instead of asking: “How many clicks did this get?”
The better questions are:
– Did this build audience loyalty?
– Did this strengthen our brand presence?
– Did this make our reporters recognizable and credible?
– Did this prime our viewers to return during breaking news?
Because that is what turns a viral moment into sustained impact.
The bottom line:
Social media drives far more ROI through recognition, consistency, and trust than through immediate clicks. If we start treating social as a relationship-building ecosystem, instead of a traffic hose, we’ll make better content AND better connections with the communities we serve.
🤔 What do YOU think the real ROI of social should be for newsrooms today — clicks, loyalty, or something else entirely?
Sonia Says: Social Media Coach, Marketing Consultant
Consultant, coach & creator supporting media, nonprofits & startups. Helping you grow, connect & stand out.
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Digital teams are stretched thinner than ever, but your content doesn’t have to be.
Between industry-wide cuts in news, holiday schedules, and the general end-of-year shuffle, so many teams are doing the work of two (or three) people right now. It’s a lot.
That’s why I’m such a fan of low-lift, high-impact content experiments — smart formats that keep engagement steady without burning out your staff.
Some of my favorites:
⚙️ Recutting archive video for fresh story angles
⚙️ Turning reporter notes into simple visual explainers
⚙️ Quick-turn Q&As when your audience is buzzing
⚙️ Platform-specific polls that drive conversation
⚙️ Explainer carousel templates that save time and look great
These aren’t heavy lifts — they’re strategic ones. And in tight staffing seasons, small wins matter.
What’s one low-lift experiment your team has tried that made a big impact? -
As newsroom leaders, we plan endlessly for coverage, but how often do we plan to keep morale up as many staffers work through the holidays, sometimes without family?
The holidays can be a tricky time for newsrooms: smaller crews, slower metrics, and burnout quietly creeping in.
A few ways to keep energy up:
1. Celebrate small wins.
Traffic isn’t the only KPI that matters in December. A well-optimized post or a creative headline deserves recognition.
2. Use the slowdown to upskill.
Try short, low-stakes training sessions: headline/lower-third workshops, analytics refreshers, or quick video storytelling sessions.
3. Encourage experimentation.
When the pace slows, creativity can thrive. Test new formats or platforms that you normally can’t use during breaking news.
The end of the year isn’t just about metrics — it’s a time to invest in your people.
What’s one thing you’re doing to keep your team motivated this season? -
After nearly two decades in local news, most of it in the digital space, I’ve seen firsthand how website traffic dips as the holidays pick up.
But here’s the thing: with the right planning, newsroom leaders can not only protect engagement — you can grow it.
1. Create space for headline collaboration
– Encourage your team to workshop SEO headlines together in Slack or Teams. A five-minute brainstorm can make the difference between a scroll-past and a click.
– And if you’re short-staffed, lean on AI tools to spark headline ideas that drive curiosity while maintaining credibility.
2. Plan for consistency, not just coverage
– Build out a holiday content calendar now.
– Assign evergreen stories your team can pre-write and schedule in advance — think explainers, guides, and timely listicles.
HOT TIP: “What’s open and closed” stories always deliver during the holidays. Have versions ready for Thanksgiving, Black Friday, Christmas, and New Year’s.
3. Use your analytics strategically
– Look back at the past two years — what spiked in November and December?
– Double down on proven performers and look for ways to update or localize them.
4. Encourage quick-turn visual content
– Pair reporters with the digital team to create short vertical videos tied to your top-performing topics.
– These can be produced quickly and scheduled to post across platforms — driving engagement where your audience already scrolls.
As leaders, the goal isn’t just to fill the content calendar — it’s to set our teams up for impact and sustainability through a busy season.
What strategies have worked best in your newsroom to keep engagement strong through the holidays? -
Bold strategy. Purposeful storytelling. Real connection.
Hello friends,
After years working in news and media, one thing became crystal clear to me: stories shape how we see the world and how the world sees us. But great stories don’t just happen; they’re built with strategy, clarity, and heart.
That’s why I started Sonia Says — a creative consultancy that helps brands, leaders, and changemakers tell their stories with purpose. Whether it’s through social strategy, content creation, or one-on-one coaching, my goal is simple: help you show up online in a way that feels real, intentional, and unforgettable.
This space is where I’ll share what I’ve learned along the way from building authentic brands to growing communities, staying creative, and navigating the digital world with purpose (and maybe a little humor).
So, if you’re here to level up your brand, get inspired, or just learn how to tell your story in a stronger way
You’re in the right place.
Let’s make your story stand out — and make it matter.
— Sonia
Sonia Says: Social Media Coach, Marketing Consultant 