From Study Gives Insight Into Content Discovery Trends Across the Web’s Leading Publishers @ blog.outbrain.com:
Currently, search methods [...] send the largest slice of referral traffic to content. Links from publisher sites make up 31% of referral traffic to content pages [...], portal homepages (AOL.com, Yahoo.com, MSN.com) account for 17% of traffic, and finally, social media sites (Facebook, Twitter, StumbleUpon, Fark.com, reddit, Digg) send 11% of traffic to content pages.
What kind of content do people share online?
Download a high-res PDF of the report: Content Discovery and Engagement Report, Q1 2011 (.pdf)
One of this week's Facebook updates, the Timeline, has a major impact on how Facebook Apps will have to help Facebook users to define themselves through what they are doing - inside and outside of the Facebook environment:
Express who you are through all the things that you do -- the music you love, the recipes you enjoy, the runs you take, and more. Learn how to add apps to your timeline at http://www.facebook.com/about/timeline.
If you want to know what the future of digital identity and peer recommendation looks like, have a look at these ten new generation Facebook Apps that go beyond the “like”. Most of them are entertainment based, implying that your taste and activities with regard to movies, music, art and more. With these apps, you're no longer just “liking” a song or web video, but “listening to” or “watching” it. This way, your online and offline entertainment activities
- display your tastes and thus define who you are, and
- feeds peer recommendations to your “social graph” (viz. your Facebook friends and subscribers)
New generation Facebook Apps:
- Artfinder (178 monthly users): add your favourite artworks from Artfinder to your Facebook profiles and connect with their friends around art online.
- Cinemur (1,768 monthly users): Showcase movies/documentaries/comedies/... as you watch them and discover new movies based on what your friends are watching.
- Deezer (635,862 monthly users): by integrating with Facebook Platform, Deezer has built a social music experience that makes it easy for people to share their taste in music with friends. Warning: Deezer's music services are not yet available in Belgium yet.
- Mixcloud (286,101monthly active users) and Soundcloud (1,358,844
monthly active users) : both part of Facebook Platform, which allows them to have users upload and comment on radio shows, DJ mixes or podcasts (Mixcloud) or tracks that are on SoundCloud.com and timed comments on them (Soundcloud) right in your Facebook profile.
- Myvideo (in German - 32,170 monthly users) and Dailymotion (in French – 63,189 monthly users): Discover new videos based on what your friends are watching.
- Spotify (4,151,457 monthly users): as you listen to music on Spotify, your Timeline will populate with your listens, as well as your top albums, playlists and artists.
- The Guardian (138,950 monthly users): once you add The Guardian app to your Timeline and turn sharing on, you can broadcast the articles you read to your Timeline.
- The Independent: Recently Read allows people on Facebook and on the Independent site to discover the articles their friends are reading, By opting into the Recently Read Facebook application on any article on The Independent site, articles that people have read will be posted to Facebook for their friends to discover and interact with in real time. People can control what articles become part of their profile directly from the application, and also on Facebook.
Location-Based Services refers to a broad range of services that are based on information about the physical location of a user and/or device.
Location-based services provide the user with information such as "Where is the nearest ATM?" or they can be push-based and deliver coupons or other marketing information to customers who are in a specific geographical area.
[...] The reach of location-based services (lbs) is limited. Only 12% is currently using lbs, mainly Facebook Places, Foursquare and Gowalla.
Important note: Facebook Places was reported discontinued on August 24, 2011. Facebook users can now add location from anywhere, regardless of what device you are using, or whether it is a status update, photo or Wall post.
More highlights regarding Location-Based Services from the report:
- People are encouraged by social media to share information, but they seem somewhat less enthusiastic to share their location. The issue is mainly due to privacy and a lack of awareness.
- Both users and non users expect brands and companies to offer local discounts wherever they go, or advise on things to do /information regarding the place they are.
Females make up the majority of visitors to social networks and blogs, and people aged 18-34 have the highest concentration of visitors among all age groups. Americans aged 35-49 are also avid visitors: 4 percent more likely than average to visit social networks and blogs than they do any other site and 27 percent of these sites' audience.
Infograph: Who is the average visitor to social networks and blogs >> Unique Audience Composition Index, Home and Work (May 2011).
- Social Media Report: Spending Time, Money and Going Mobile @ blog.nielsen.com
Marketers can put a price on increased sales or decreased costs, but far trickier is identifying the value of social media beyond dollars and cents.
Tangible metrics for social media efforts
- 68% Site traffic
- 66% Conversion
- 63% # of fans/members
- 63% # of positive customer mentions
- 50% Revenue
- 50% # of contributors
- 43% # of page views
- 42% # of posts
- 41% # of mentions
- 23% Average order value
- 16% Reduced returns
- 15% Increased channel sales
- 11% Reduced call volume
- 7% Other
- 7% Do not track metrics
There is clearly no standard measurement, but at least the majority tracks whatever metrics they have at their disposal.
Then they looked at the Engagement Rate of these posts. This is the kind of analytics you get as a Page admin, but services like socialbaker's and FanGager do the same on either post or page level. The results from socialbaker's research are interesting:
Whether your Facebook Page updates rank high in your fans' "Top News" or not depends on a Facebook algorhythm called EdgeRank.
What is EdgeRank?
EdgeRank is the algorithm that Facebook uses to determine the order of items in your Feed. In the end, it’s really simple, as it has just three factors: affinity, edge, and decay.
Affinity is basically the connection between you and the piece of content. The more times you’ve interacted with the source of the content (Facebook calls it an “object”) in the past, the higher the affinity. For example, if you comment on your sister’s Wall everyday, content from your sister will have a high affinity score because you interact a lot with her.
Second is “edge.” [...] All that edge refers to the relative weight of objects. For example, a comment on a Wall Post probably carries more weight than a Like because it take more effort to post a comment. [Note: making your Page content mostly text will probably affect your Edge negatively].
Last, and simplest, is decay. This is the time that has past since the object was created.
In their infographic Conquer the Facebook, Facebook App Post Planner calls these popularity, relevance and recency:
These three parameters define how many of your fans see your status. With most Facebook Pages, this usually varies between 3% and, say, 12%.
So how do you increase the EdgeRank for your Facebook Page posts?
From the previously mentioned infographic Conquer the Facebook:
- Ask questions. Tip: keep it simple and easy to answer. Ask "Would" not "Why".
- Post fill-in-the-blanks. Tip: go for "knee-jerk" responses. One word answers are ideal.
- Post photos. Tip: crop your pics before posting. Make the mini, "News Feed" version enticing.
- Talk about the news. Tip: be controversial, but not offensive.
- Ask for likes. But limit your call-to-action to ONE action.
- Talk about Facebook. Facebookers LOVE to talk about Facebook.
- Celebrate today. Check out famous birthdays, etc.