Archive for July, 2012

by Ben Elowitz

We’ve seen it at Wetpaint, but it’s not just happening for us.  Social success and search success now go hand in hand for all web publishers.

If you look at the top 50 publishers on the web, there’s a strong correlation between Facebook traffic growth and Google traffic growth:

For every 1% growth or decline in Facebook visits, the top 50 web publishers in our Media Industry Social Leaderboard saw a corresponding 0.5% change in Google traffic.

Correlation but not causation, you say?  I have it on good authority (aka Search Engine Land’s Danny Sullivan) that social signals will soon be the leading factor (if they’re not already) in search engine rankings.

It’s time to drop the notion that an investment in social has to come at the expense of an investment in search.  It’s now abundantly clear: social traffic and search traffic go together.

Update:  The original version of this post included an incorrect chart.  The correct chart is now shown.

by Ben Elowitz

Regular readers know that I love Facebook, and that I think they are well on their way to building what could be the largest media business ever created.

That said, one of their recent advertising offerings – Reach Generator – has struck me with incredible irony.  Lots of other people have already noted the paradox in its most basic form:  after Facebook sells you a cost-per-fan acquisition program, they then sell you a cost-per-fan reach program to reach the very same fans you’ve already paid for.


via Business Insider

But what’s a publisher to do?  The average brand reaches only 16% of its fans, and Facebook controls the aperture of the fire hose.

So should you pay up?

Not unless you’ve tried everything to relate to your audience organically.  The most social publishers have demonstrated reach above and beyond Reach Generator’s promised 75%, simply by understanding how social distribution works and then systematizing it.  That’s right – it’s better than the paid offering, and better than that, it’s free!

That’s the great irony here:  for brands, Facebook Reach Generator doesn’t give you anything you couldn’t get yourself – if you think of yourself as a publisher, know your audience well, have meaningful content, and a strong audience development system.  These will take investment from brands and publishers, but that investment is absolutely critical anyway.  (After all, content is turning out to be the currency of connection on the social operating system).  Indeed, every brand that wants to connect to its audience on the social web MUST master the new skills of content programming and audience development.  It isn’t as simple as just hiring a great agency – it’s about knowing your audience and delivering great content that fits your relationship with them.

The alternative?  Pay Facebook to force less relevant content on your audience.  Think of Facebook Reach Generator as a tax paid by lazy brand managers – get the results without the effort.  But it sure will be expensive.

by Ben Elowitz

Most websites get the biggest slice of their traffic pie from Google; and Facebook is the most frequent #2.  But the other social networks are starting to be significant to some sites.

Now, let’s see how they stack up in terms of driving traffic.   As part of the Media Industry Social Leaderboard, we’ve been keeping tabs.

It’s worth keeping in mind that Facebook still massively outweighs its social brethren in total impact, making up 97% of social traffic to the top 50.  But in today’s world of meteoric rises and rapid falls, one of the players lurking in the other 3% (Twitter, Pinterest or Google+) could turn out to be the behemoth of tomorrow.

Twitter is definitively the #2 social referrer for publishers, but its share is declining – it grew by a lackluster 1% from February to May.  Meanwhile, Pinterest is emerging as a formidable competitor:  their last three months were just pinsane with 210% growth.  If they continue on that trajectory, they’ll be bigger than Twitter as a traffic referrer by summer’s end.

Will that happen?  Is Pinterest already edging out Twitter as we speak?  Stay tuned for next month’s Social Leaderboard results.

by Ben Elowitz

Social Leaderboard Results for May:  Traffic Is Down Across the Board

Facebook threw publishers a curve ball in April:  an algorithm change combined with a pullback in social reader promotion.  And it had a big impact, causing the top 50 web publishers to lose more than 10% of their social traffic in just one month.  The May Social Leaderboard shows that they still haven’t recovered:  the average publisher’s social traffic was flat in May, matching April’s dip.

The dramatic drop in traffic set off alarms with some social publishing pioneers – the Social Reader had been the one bright spot on an otherwise dark and winding path into digital media.  Is the honeymoon over?

 

Facebook’s Relationship With Publishers:  It’s Complicated

Publishers who embraced Social Readers have every right to feel like Facebook’s scorned lovers right now.  Facebook seemed to have pulled the plug, right when the relationship was blossoming.  But through the tears, might this actually be good for the relationship?  In the long term, what’s in the best interest of publishers is also in the best interest of Facebook:  if users are being served the right content at the right time in the right way and clicking through at a high rate, everybody is happy.

Facebook, it seems, has decided it needs some space.  Before they fully commit, they’re sowing their wild oats by experimenting with user experience, testing and tuning.  This experimentation happened to take the publisher-friendly form of heavy Social Reader promotion over several previous months – but now they have turned the dial back.

Presumably, Facebook is dialing back social reader promotion to figure out how much friction is right for sharing.  Frictionless sharing may be part of our future, but accidental over-sharing could undermine the present.  Imagine the scenario:  I unwittingly broadcast “Ben is reading Home Hair Removal for Men,” and the phone rings:   It’s my mother with her assuredly well-intentioned advice.  And yet, how mortifying.  Who could blame me for deleting my account forever?

More tuning will bring about the right controls to manage private activity.  Ultimately, those controls will support more sharing.  At that point, the lead-out dial on Facebook’s dashboard will likely be turned back up, and we can all start planning our second honeymoon.

 

Strugglers and Survivors

As for the top publishers this month, nobody on the Leaderboard made great strides in social traffic, but a few publishers kept their heads above water better than others.  MTV gained 2 percentage points in social traffic composition, bringing them up to 10.9% social and making them the third most social web publisher.  People held onto the #2 spot on the board by holding steady at 11.5%.  NFL and TMZ were the only other publishers to improve their social composition this month, each gaining 1 percentage point.

Wetpaint Entertainment had a cushioned lead – we lost 7 percentage points of social composition from April to May, making us the most hard-hit publisher by the Facebook changes, even while holding on to the lead.  While my company is still the leader on percentage terms, total volume tells a different story, as the benchmark data shows we slid seven spots (to #14) in that ranking.

 

 

Details for Top 50 Publishers:

MONTHLY RANKINGS

May

Apr

Mar

Publisher URL

Monthly Uniques

% from Social

Change

1

1

1

Wetpaint Entertainment WETPAINT.COM

                 4,012,641

30.8%

-7.3%

2

2

3

People PEOPLE.COM

               12,174,195

11.5%

0.1%

3

4

8

MTV MTV.COM

                 9,674,892

10.9%

1.9%

4

3

2

NBC Universal NBC.COM

                 7,964,950

10.5%

0.4%

5

5

5

National Football League NFL.COM

                 4,821,558

10.4%

1.4%

6

7

4

CBS CBS.COM

                 7,190,888

8.9%

0.1%

7

9

9

TMZ TMZ.COM

               12,288,156

8.6%

0.9%

8

10

15

Yahoo! YAHOO.COM

             154,820,184

7.2%

-0.2%

9

8

12

Patch (Aol) PATCH.COM

               11,746,588

7.1%

-0.6%

10

11

10

Major League Baseball MLB.COM

               14,100,489

6.7%

-0.2%

11

12

17

Aol AOL.COM

               46,798,608

6.2%

-0.1%

12

14

7

Break Media BREAK.COM

                 7,987,804

5.9%

-0.1%

13

15

13

Discovery Channel DISCOVERY.COM

               11,213,913

5.5%

-0.2%

14

19

18

TV Guide TVGUIDE.COM

                 6,077,003

5.4%

0.2%

15

16

11

Entertainment Weekly EW.COM

                 7,348,060

5.2%

-0.4%

16

17

16

IGN (News Corp) IGN.COM

                 8,612,512

5.2%

0.0%

17

18

6

US Weekly USMAGAZINE.COM

                 6,873,880

5.0%

-0.2%

18

22

26

MSN MSN.COM

               95,931,716

4.9%

0.0%

19

21

21

CNN CNN.COM

               42,308,122

4.9%

-0.1%

20

20

22

FOX News (News Corp) FOXNEWS.COM

               24,392,403

4.8%

-0.2%

21

13

19

TIME TIME.COM

                 8,870,094

4.4%

-1.8%

22

27

31

The Huffington Post (Aol) HUFFINGTONPOST.COM

               39,361,623

4.3%

0.4%

23

23

23

BBC News BBC.CO.UK

               14,030,015

4.2%

-0.4%

24

26

20

National Geographic Society NATIONALGEOGRAPHIC.COM

                 8,096,974

4.0%

0.0%

25

24

24

The Washington Post WASHINGTONPOST.COM

               16,415,782

4.0%

-0.4%

26

25

27

New York Times NYTIMES.COM

               28,401,893

3.9%

-0.3%

27

28

25

CBS News CBSNEWS.COM

               11,668,152

3.9%

0.0%

28

31

35

E! Entertainment Television EONLINE.COM

                 6,905,095

3.7%

0.3%

29

29

30

New York Daily News NYDAILYNEWS.COM

               10,059,573

3.7%

0.0%

30

32

28

FORBES FORBES.COM

               12,413,284

3.4%

0.1%

31

30

33

IMDB (Amazon.com) IMDB.COM

               34,981,883

3.3%

-0.2%

32

36

32

Bleacher Report BLEACHERREPORT.COM

                 9,248,603

3.2%

0.2%

33

33

29

Nickelodeon (MTV Networks) NICK.COM

                 8,960,646

3.2%

0.0%

34

34

38

Food Network (Scripps) FOODNETWORK.COM

               13,652,316

3.0%

-0.1%

35

6

14

The Guardian GUARDIAN.CO.UK

                 8,481,112

3.0%

-5.9%

36

38

40

Cartoon Network (Turner) CARTOONNETWORK.COM

                 8,035,517

2.8%

0.0%

37

37

39

Wall Street Journal (News Corp) WSJ.COM

               12,792,880

2.7%

-0.2%

38

35

34

Los Angeles Times (Tribune) LATIMES.COM

               15,064,947

2.7%

-0.3%

39

41

42

USA Today (Gannet) USATODAY.COM

               17,570,870

2.0%

0.0%

40

39

41

Reuters REUTERS.COM

                 8,928,289

2.0%

-0.4%

41

40

36

FOX Sports (News Corp) FOXSPORTS.COM

               19,207,713

2.0%

-0.1%

42

43

46

WebMD WEBMD.COM

               14,441,556

1.8%

0.0%

43

42

37

CNET (CBS Interactive) CNET.COM

               22,672,657

1.8%

-0.2%

44

44

45

Bloomberg BLOOMBERG.COM

                 7,351,621

1.7%

0.0%

45

46

43

Businessweek (Bloomberg) BUSINESSWEEK.COM

                 6,256,325

1.7%

0.3%

46

45

44

everyday Health EVERYDAYHEALTH.COM

                 9,883,208

1.6%

0.1%

47

47

47

ThePostGame (Yahoo) THEPOSTGAME.COM

              10,242,755

1.1%

-0.1%

48

49

48

LIVESTRONG (Demand Media) LIVESTRONG.COM

               14,378,579

1.1%

0.0%

49

48

49

About.com (NY Times) ABOUT.COM

               57,358,285

1.1%

-0.1%

50

50

51

Mayo Clinic MAYOCLINIC.COM

               10,746,954

0.8%

0.0%

51

51

50

eHow (Demand Media) EHOW.COM

               54,128,475

0.7%

0.0%

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. 


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