NEWSPAPERS like the Lancashire Telegraph are helping to set the news agenda on social media, according to a new report.

Data from NewsWhip suggests that 47 per cent of all engagements with UK websites on social media over the past year sourced content from UK news brands.

The data shows that eight out of the top 10 most-shared UK websites on social media over the 12 months between 1 August 2016 and 31 July 2017 were news media websites.

The Lancashire Telegraph averages more than 60,000 unique users to its website through its various channels, and 260,000 page impressions per day.

During the general election period (18 April 2017 to 15 June 2017), nine out of the top 10 websites were newsbrands. Social networks are fuelled by content produced by commercial newsbrands.

In July, MailOnline became the biggest website on Facebook for the first time recording over 26 million interactions to become the most engaged website on the platform.

Lancashire Telegraph editor Steven Thompson said: “This research shows how important newspapers and websites like the Lancashire Telegraph are in terms of debate on social media.

“We have more than 25,000 followers on Facebook and more than 80,000 on Twitter.

“These platforms rely on news organisations to drive discussion and debate yet none of their growth in revenues comes back to us.

“People rely especially on their local newspapers to keep them in the know and stand up for their rights. We will continue to do that but we would like to see fair reward for what we contribute to social media.”

NMA chairman Ashley Highfield said: “Newsbrands contribute enormous value to social networks by investing in agenda-setting and highly trusted journalism that people want to read and share with their friends.

“It is essential that this contribution is recognised. News media publishers are not currently appropriately rewarded for their investment in news and that imbalance must be rectified if the journalism which consumers and social media giants rely on is to have a sustainable future.”

Recent studies from KPMG and Reuters have highlighted the importance to consumers of being able to access trusted and accurate news produced by well-established and recognised brands on social networks.

But, although news media brands have grown audiences on social networks over the past year, in 2016 94 per cent of the growth in the UK digital advertising market went to search engines and social media platforms.

David Dinsmore, vice chairman of the NMA, said: "Journalism is at the heart of the social debate, whether it be breaking the story, verifying the story or, later, commenting on the story.

“Yet none of the growth in ad revenues is coming back to the publishers who invest billions across the globe in that content creation. News publishers are seeking a fair reward for the considerable value they add to the digital ecosystem.”