This was a seismic change in user behaviour. Suddenly people were more likely to reach a goverment site in Australia from Facebook, Twitter or another social media site than from news.com.au, smh.com.au, abc.net.au or another traditional news source.
Of course it may have also been a simple one month hiccup.
Therefore last week I asked Hitwise to provide a 'two years on' view at their blog to see if there was a trend.
And there was!
Social media referrals to government sites in Australia hadn't only remained above news and media sites, they'd skyrocketed.
|Source: Hitwise Experian|
In fact, by December 2011 social media was sending 9.75% of the traffic to government sites while news and media sites were only sending 2.27% of the traffic.
So should agencies invest in producing more media releases or in developing their social media presence?
I know which I would choose.