Tag Archive: social media habits


Many who plan SEO campaigns and online marketing programs are working hard to work social media into their plans. While social media sites like Facebook and Twitter are helpful, there are still many other sites that should be part of an online marketing plan.

There were some interesting little nuggets of information in research released today by the Pew Research Center, including:

  • Twitter “barely registers” as a referring source for traffic
  • 85% of its users visited USAToday.com between one and three times per month
  • Yahoo News (and not Google News) has the largest news audience

The one tidbit I found very interesting is that most of the “news sites” (including Yahoo and Google) are aggregators. Why would I find this interesting? Simple. Aggregators aren’t anywhere near new. What is even more interesting is that a majority of traffic from aggregator, the Drudge Report (yes, that site), accounted for between 5 and 10 percent of the traffic to the New York Times and USA Today during the period studied. It also accounted for 15 percent of the traffic to the Washington Post, 20 percent to the New York Post and an astonishing 30 percent to the Daily Mail. This means the Drudge Report, a 15-year-old aggregator, is more popular than Facebook if you follow the math. Amazing!

So this is just another reminder that it isn’t all about social media.

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Regardless of the type of business, we all want to make sure that the marketing plan in use provides the highest possible ROI. Therefore, it is always a good idea to do periodic audits on the different marketing channels in use. This should include a social media audit.

Some may wonder what exactly is a social media audit and how best to determine its ROI.  At first, everyone was on the social media/Tweeting/Facbooking/blogging band wagon. Most figured “it won’t take much time” and “it couldn’t hurt.” Well, while that may had initially been the case, over time, just like with anything, the little tasks are what ultimately take up the most time. Therefore, a social media audit makes sense.

It is important to look at what outlets are currently in use, how much time is spent posting and managing them and what type of feedback and communication a company is receiving. A good way to see which social media channel is giving a company the most “bang for the buck” is to provide social media channel specific offers and see what type of response a company receives. This will help identify what type of customer comes from each channel and what type of order or feedback is received.

While this may sound time consuming at first, ultimately, by taking some time upfront and conducting a social media audit periodically, it will save time and effort in the long run.

In another example of how social media is reshaping relationships, a recently released study by Harris Interactive found users enjoy more positive experiences than negative experiences.

For example, the study found that two in five Americans say that they have received a good suggestion for something to try as a result of their use of social media (40%), 15% say they have made a connection regarding a job opportunity, and one in ten say they have found a new apartment or house through their social media use (9%). A total of 2,331 adults surveyed online between December 6 and 13, 2010 by Harris Interactive.

On the other side of the coin, a number of study participants reported they were offended by posts, comments or photos from “friends.” Many believe, however, those issues can be quelled through better privacy settings.

Ultimately, just like with any shiny and new toy, social media will continue to have some growing pains. At the same time, it seems that the positives of social media outweighs the negatives. Everyone has to decide individually how social media will work best for each individual.