Adrianne Jeffries for The Verge:

The media industry has fully digested the idea that likes and retweets are marks of merit and that the viral effect of social media is the ultimate affirmation of relevance, which is why every major news organization now has at least one social media editor. To suddenly say that a story is just as likely to have been read by a million people and tweeted by none of them, as it is to have been tweeted a million times and yet never read, seems impossible. And yet, that’s what Chartbeat has found.

I suppose there’s a reason that The Huffington Post, BuzzFeed and Slate all put share buttons in the beginning of the articles.