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News organizations are increasingly using social media to reach out to theiraudience aimed at raising their attention and engagement with news. Given thecontinuous decrease in subscription rates and audience trust in news media, itis imperative for news organizations to understand factors contributing totheir relationships with the audience. Using Twitter data of 315 U.S. newspaperorganizations and their audiences, this study uses multiple regression analysisto examine the influence of key news organization characteristics on audienceengagement with news: (1) trustworthiness computed by the Trust Scores inSocial Media (TSM) algorithm; (2) quantity of tweets; and (3) skillfulness ofTwitter use. The results show significant influence of a news organizations'trustworthiness and level of Twitter activity on its audiences' newsengagement. Methods to measure trustworthiness of news organizations andaudience news engagement, as well as scalable algorithms to compute them fromlarge-scale datasets, are also proposed.

Impact of News Organizations' Trustworthiness and Social Media Activity on Audience Engagement