“Gadgets and news consumption are a major part of Twitter in general, so it makes sense we’re a subset of those activities,” said Andy Carvin, NPR’s senior strategist for social media.
It also makes sense that NPR wants to monitor its emerging platforms as they try to transform into a digital media company. Facebook and Twitter combined now account for 7-8 percent of traffic to NPR.org, an amount that has doubled in the last year. The survey provides a measure of context to those traffic numbers. Carvin said Twitter links on average account for 500,000 pageviews per month, while Facebook averages closer to 3 million.