Social Leaderboard: 17% Growth in Traffic from Social; and Wetpaint Is the New #1

Regular readers know that  it’s only a matter of months before social becomes the most valuable source of traffic for most publishers.

And this month’s Media Industry Social Leaderboard is sure to make you even more convinced.  So let me get straight to it:  From November to December, the amount of traffic the top 50* publishers received from social grew by a whopping 17%.

And, when it comes to who is best benefiting from social, let’s just say I’m personally very proud to announce the new leader, which, for the sake of modesty, I’ll do lower down the page.


Social Traffic Surging

As noted previously, the major changes Facebook announced at September’s f8 event caused a significant blunt in traffic to publishers last fall.  Well, the hangover has ended.  With 385 million aggregate visits to the top 50 publishers in December, volumes have recovered to pre-f8 levels.

The average top 50 publisher is now receiving almost 8 million visits per month from Facebook and Twitter.  And in December, 48 of the top 50 publishers saw increased social traffic levels over November, with these publishers averaging a 2.1 percentage point increase in their composition.

At the same time, Twitter has grown in its contribution to the traffic pie, increasing over the course of the fall months from 2.2% of total in September to 3.4% in December.

A New Leader: Wetpaint Ranks #1

As you know from my prior columns, one of the reasons I’ve published this leaderboard is because we set a goal for Wetpaint to reach #1.  What I didn’t tell you previously is the timing: our goal was to do so by the end of 2011.  And there is nothing we get more proud of here at Wetpaint than meeting our goals.

In December, Wetpaint Entertainment social traffic benchmarked at 20.8% of visits, even as our total traffic was at near-record levels.  (Our internal numbers show an even higher contribution.)  This outranks all of the top 50 web publishers, besting the number-two by nearly five points.

Allow me a moment to kvell:  I could not be more proud of the entire Wetpaint team who have achieved this goal.  Beyond the amazing results, they have built an amazing social distribution system and playbook that leads the industry.  With the virtuous cycle the team has built, we are getting significantly better every month.


Other Movers and Shakers

How did the other leaders from prior months do?  People, the previous leader, improved with 16.1% of traffic from social, increasing by 3.9 percentage points even as it fell to the #2 position.

In third place now, US Magazine vaulted all the way up from position 19, improving from an average 3.9% to achieve 14.3% of their traffic from social.  If you have any idea what drove their results, let me know.

As for places #4 and #5, CBS and NBC traded their two slots, with NBC gaining by 4.2 percentage points while CBS gained by only 3.5 points.   And all of that activity pushed MTV down to #6, gaining far slower than the others.  All the details are, as usual, in the table below.


Facebook Is Sending More Traffic Out

Publishers are clearly benefiting as Facebook delivers on its potential to be not just a network but a social operating system for the internet.  In December, we saw the best increases go to the most social publishers (top 10 on this leaderboard), who saw a 4.5 percentage point increase in social traffic composition month to month.

Innovation is attracting large audiences on Facebook.  In particular, the four publishers driving traffic via social readers have increased their share of Facebook traffic to the Top 50 web publishers by 70%.  Yahoo (not included in the 4 just described) has also begun experimenting with social reader tools across select sites and is seeing strong early results as well.  In just two months, Yahoo! News US has reportedly seen a 300% increase in Facebook traffic, driven by 1 million “reads” shared daily.


The Traffic Land Grab Is On Now

We are clearly in the land grab phase on the social web.  Those who are investing early in social as a top objective stand to gain the most – while others may be left behind.

But as my discussions with other media companies show, social is not a simple check-box initiative.   It requires complete buy-in from the CEO to transform the organization with social distribution technology and expertise.

It can be done, as our own experience at Wetpaint as shown:  In less than two years, we have launched a new property and already outranked all of the top 50 publishers on the web.  Now we want more.  And I hope you do too.

 

Details for all 50 top publishers:

MONTHLY RANKINGS

PUBLISHER

 

 

Dec

Nov

Oct

Name of Publisher (Owner)

URL

Monthly Uniques

% from Social

Change

1

2

3

Wetpaint Entertainment

WETPAINT.COM

                3,076,202

20.8%

10.1%

2

1

1

People

PEOPLE.COM

              13,203,882

16.1%

3.9%

3

21

19

US Weekly

USMAGAZINE.COM

                9,339,801

14.3%

10.4%

4

5

5

NBC Universal

NBC.COM

                6,972,501

12.3%

4.2%

5

4

4

CBS

CBS.COM

                7,367,642

11.7%

3.5%

6

3

2

MTV

MTV.COM

                9,920,294

10.7%

2.1%

7

6

7

TMZ

TMZ.COM

13,208,667

9.6%

2.2%

8

13

16

Break Media

BREAK.COM

                8,603,649

9.4%

4.2%

9

8

6

Major League Baseball

MLB.COM

                6,653,288

9.3%

2.3%

10

9

11

Patch (Aol)

PATCH.COM

9,917,563

8.7%

2.2%

11

14

12

Discovery Channel

DISCOVERY.COM

             12,769,340

8.5%

3.4%

12

7

9

Yahoo!

YAHOO.COM

            167,257,797

7.6%

0.5%

13

10

10

Aol

AOL.COM

              50,093,953

7.4%

1.1%

14

15

15

CNN

CNN.COM

              45,650,334

7.1%

2.1%

15

12

13

IGN (News Corp)

IGN.COM

              10,263,828

6.7%

1.4%

16

23

25

MailOnline

DAILYMAIL.CO.UK

              16,656,093

6.4%

2.8%

17

25

22

TIME

TIME.COM

                9,256,468

6.3%

2.7%

18

16

14

TV Guide

TVGUIDE.COM

                7,546,763

6.0%

1.3%

19

11

8

The Guardian

GUARDIAN.CO.UK

                8,495,543

6.0%

0.0%

20

19

18

FOX News (News Corp)

FOXNEWS.COM

              24,444,163

5.9%

1.3%

21

29

23

CBS News

CBSNEWS.COM

              12,064,240

5.7%

2.6%

22

24

26

CBS Local

CBSLOCAL.COM

9,574,168

5.7%

2.1%

23

20

27

The Washington Post

WASHINGTONPOST.COM

              18,671,039

5.5%

1.4%

24

18

17

MSN

MSN.COM

           111,990,691

5.3%

0.7%

25

30

32

New York Daily News

NYDAILYNEWS.COM

                9,585,617

5.1%

2.1%

26

17

20

BBC News

BBC.CO.UK

              14,480,236

5.1%

0.4%

27

41

36

FORBES

FORBES.COM

              12,232,929

5.0%

3.0%

28

26

31

The Huffington Post (Aol)

HUFFINGTONPOST.COM

              36,196,784

5.0%

1.6%

29

31

28

New York Post

NYPOST.COM

                8,085,270

4.8%

1.8%

30

37

41

Bleacher Report

BLEACHERREPORT.COM

                9,178,003

4.7%

2.4%

31

22

21

New York Times

NYTIMES.COM

              30,575,839

4.6%

0.8%

32

34

29

Cartoon Network (Turner)

CARTOONNETWORK.COM

              10,600,092

4.5%

1.7%

33

33

30

Nickelodeon (MTV Networks)

NICK.COM

                9,752,977

4.5%

1.5%

34

27

24

IMDB (Amazon.com)

IMDB.COM

              38,220,405

4.3%

0.9%

35

32

35

Los Angeles Times (Tribune)

LATIMES.COM

              17,080,642

4.2%

1.2%

36

40

39

FOX Sports (News Corp)

FOXSPORTS.COM

              22,401,409

4.2%

2.0%

37

36

34

Food Network (Scripps)

FOODNETWORK.COM

              19,614,352

3.8%

1.2%

38

39

37

Wall Street Journal (News Corp)

WSJ.COM

              12,521,560

3.6%

1.4%

39

35

33

Allrecipes (Readers Digest)

ALLRECIPES.COM

              25,288,480

3.5%

0.8%

40

45

42

CNET (CBS Interactive)

CNET.COM

            28,948,963

3.1%

1.5%

41

38

38

Reuters

REUTERS.COM

              11,692,493

3.0%

0.7%

42

44

45

CNBC

CNBC.COM

                5,674,719

3.0%

1.3%

43

43

44

Bloomberg

BLOOMBERG.COM

                7,515,601

2.8%

1.1%

44

46

47

Businessweek (Bloomberg)

BUSINESSWEEK.COM

           7,964,543

2.6%

1.0%

45

28

43

USA Today (Gannet)

USATODAY.COM

              17,222,775

2.6%

-0.6%

46

42

40

WebMD

WEBMD.COM

              11,901,016

2.5%

0.5%

47

47

46

LIVESTRONG (Demand Media)

LIVESTRONG.COM

                9,464,669

1.8%

0.5%

48

48

48

About.com (NY Times)

ABOUT.COM

              58,684,194

1.6%

0.6%

49

50

50

eHow (Demand Media)

EHOW.COM

              45,015,977

1.5%

0.8%

50

51

51

ThePostGame (Yahoo)

THEPOSTGAME.COM

              18,321,581

1.4%

0.8%

51

49

49

Mayo Clinic

MAYOCLINIC.COM

                9,198,317

1.4%

0.5%

* The publishers included in the Media Industry Social Leaderboard are the top 50, as ranked by comScore-reported uniques, whose primary business is web publishing.  Once they are selected, data from Compete.com is used to estimate the amount of traffic referred to each by Facebook and Twitter. 

2 thoughts on “Social Leaderboard: 17% Growth in Traffic from Social; and Wetpaint Is the New #1

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