From “The Power of Like: How Brands Reach and Influence Fans Through Social Media Marketing”, comScore's latest report co-authored by Facebook:
Within Facebook, the largest portion of users’ time is spent on the individual’s homepage which features the Newsfeed. In May 2011, 27 percent of engagement on Facebook.com occurred on the homepage and Newsfeed, followed by profile viewing (21 percent), photo viewing (17 percent) and usage of apps and tools (10 percent).
From Your new, new media options @ smartinsights.com:
The main types of media are:
- Paid media. Simple. Paid or bought media are media where there is investment to pay for visitors, reach or conversions through search, display ad networks or affiliate marketing.[...]
- Earned media.[...]Earned media [...] includes word-of-mouth that can be stimulated through viral and social media marketing and includes conversations in social networks, blogs and other communities. It’s useful to think of earned media as developed through different types of partners such as publishers, bloggers and other influencers including customer advocates. [...]
- Owned media. This is media owned by the brand. Online this includes a company’s own websites, blogs, mobile apps or their social presence on Facebook, Linked In or Twitter. [...]
Forrester's take on the subject:
From Google Analytics Adds Social Data @ practicalecommerce.com:
Google Analytics has added social-media-related data to its reports. Google +1 button data is available by default. Facebook "Like" and Twitter "Tweet" sharing statistics can be added with some setup and additional tracking code.
To access, click on the "New Version" link in your Google Analytics dashboard.
The Twitter retweet is one of the most important ways to achieve value on Twitter.
From [Infographic] 5 Scientifically Proven Ways to Get More ReTweets @ danzarrella.com:
See also “Tweet, Tweet, Retweet: Conversational Aspects of Retweeting on Twitter” [.pdf], a Microsoft Research paper that was published in January 2010.
As part of their analysis they reviewed a random sample of 203,371 retweets from 107,116 unique users. Some of the highlights from this paper:
- 18% of retweets contain a hashtag
- 52% of retweets contain a URL
- 11% of retweets contain an encapsulated retweet (RT @user1 RT @user2 …message..)
- 9% of retweets contain an @reply that refers to the person retweeting the post Compared to the random sample of tweets, hashtag usage and linking areoverrepresented in retweets.
Sharing is bigger than fans, friends, and followers. Facebook accounted for 38% of inbound traffic driven by sharing activity. [...] Sharing is big. It accounts for nearly half of the referral traffic that search accounts for.
But how do you track what's being shared on Facebook around a specific topic?
Fmeme tries to map that, by displaying the Hottest Links On Facebook in several categories, like Arts, Entertainment, Gaming, Lifestyle, or Offbeat. It also has a pretty decent search function, but no ways of "following" the content with e.g. RSS feeds or email alerts.
To give you an idea, the most popular BMW related content on Facebook in the past week is:
- BMW 1M - Helipad - MPowered Performance Part 2 @ YouTube.com
- BMW Museum ArtCar Exhibition Videoclips @ bmw-artcartour.com
- BMW logo evolution @ logodesignlove.com
- BMW Museum ArtCar Exhibition Videoclips 40 minute video @ bmw-artcartour.com
- BMW 5-series commercial is remade on the Shell Ferrari ad of 1997 @ usa.indiandrives.com
For companies that seek to acquire customers through a blog or social media sites, success depends on whether the goal is B2B or B2C. LinkedIn was more succesful for B2B marketing, while Facebook was most succesful for B2C.
The discussion about influence’s actual being has been ongoing since the social Web first began. As the infographic depicts, there are several theories influencing the professional conversation.
- The Tipping Point (2000) by Malcolm Gladwell: Movements are caused by three types of influencers: connectors, mavens (subject-matter experts) and salesmen. Examples: Old Spice Guy, Dell Listens.
- Six Degrees/Weak Ties (2003) by Duncan Watts: Data analysis shows influencers rarely start contagious movements; instead, average citizens provide the spark. Examples: Egyptian revolution, Tumblr – Digg events.
- One Percenters (2006) by Jackie Huba and Ben McConnell: It is the content creators amongst Internet communities that drive online conversations. Examples: Lady Gaga, Ford Fiesta.
- The Magic Middle (2006) by David Sifry: The middle tier of content creators and voices break stories, and discussing that trickles up into widespread contagious events. Examples: 2008 Obama election, Motrin Moms.
- The Groundswell (2008) by Charlene Li and Josh Bernoff: Movements start within communities, and leaders rise up out of the community and can have many roles including content creator, critic and collector. Examples: Haiti earthquake texting, Pepsi Refresh Project.
- Trust Agents (2009) by Chris Brogan and Julien Smith: Influencers are people who build online trust and relationships with communities that look to them for advice and direction. Examples: Gary Vaynerchuk’s Wine Library TV, Republican Party’s #FirePelosi campaign.
- Free Agents (2010) by Beth Kanter and Allison Fine: These trusted influencers are independent of traditional command and control organizations and crash into walls of storied culture. Examples: @BPGlobalPR, Robert Scoble at Microsoft’s Channel 8.
- Leaderboards (2010-11): Influence can be quantified by online actions taken by a person’s community, including retweets, mentions, comments and more. Examples: Klout, Empire Avenue.
From Google Offers @ Wikipedia.org
Google Offers is a deal-of-the-day website that will be localized to major geographic markets in the United States and abroad. Google confirmed the website in January 2011, after an attempted buyout by Google of established competitor Groupon for a reported sum of US$ 6 billion was turned down.