by Ben Elowitz

The Top 50 publishers on the web got a little bit more social traffic this month – but social as a  proportion of total traffic stayed about the same in August as it was in July.

Notable Exception:  MTV

MTV bucked the trend by adding 2.5 percentage points to their social composition and earning the #2 spot on the Social Leaderboard.  Reigning silver medalist People lost the #2 spot by standing still at 10.3% social – they fell to third.  CBS held fourth place by adding 1 percentage point, and NFL dropped the ball and backslid into fifth place, dropping 1.4 percentage points in social composition.  (More on that below, but in the mean time, let’s blame the replacements.)

Wetpaint Entertainment also went against the grain and added more than 10 percentage points to social composition in August – we’re now getting 45.1% of our traffic from Facebook and Twitter.  Notably, that’s more traffic from social than from search.

Lately a number of people have asked me whether we are doing the same thing to earn our traffic as famous social ninja Jonah Peretti’s BuzzFeed.  Actually, Wetpaint has a totally different approach to social:  BuzzFeed focuses on choosing content that will go viral, while Wetpaint’s platform builds loyal tune-in relationships.  But in honor of all the questions, I’ve added BuzzFeed to the charts below.  Their social traffic composition backs up their social-savvy reputation and puts most of the Leaderboard publishers to shame.

Average Social Volume Gain: 40,000 Visitors

In terms of social traffic volume, the average publisher was up just slightly (by 40K social visitors) in August.  The Huffington Post held steady at the top with 7.6 million visitors from Facebook and Twitter.  For the NFL, this chart revealed that while they added a ton of social volume (1.7 million visits, to be exact) and jumped from 14th place to 5th place on this chart, they swelled their other traffic even more.  Wetpaint Entertainment muscled into the top 10 and claimed the #8 spot in social volume with 2.5 million social visitors in August – just 10K shy of #7 MTV.

MONTHLY RANKINGS

PUBLISHER

Aug

Jul

Jun

Name of Publisher (Owner) URL

Monthly Uniques

% from Social

Change

1

1

1

Wetpaint Entertainment WETPAINT.COM

                 4,607,587

45.1%

10.1%

2

5

3

MTV MTV.COM

               10,330,311

11.5%

2.5%

3

2

4

People PEOPLE.COM

               12,499,324

10.3%

0.0%

4

4

10

CBS CBS.COM

                 5,522,235

10.1%

0.9%

5

3

2

National Football League NFL.COM

               13,060,280

8.9%

-1.4%

6

7

6

NBC Universal NBC.COM

                 7,120,273

8.3%

1.0%

7

6

5

TMZ TMZ.COM

               15,543,992

8.1%

-0.4%

8

9

12

E! Entertainment Television EONLINE.COM

                 8,598,875

7.5%

0.4%

9

13

13

Entertainment Weekly EW.COM

                 6,797,882

7.5%

1.6%

10

8

7

Yahoo! YAHOO.COM

             150,308,328

6.9%

-0.3%

11

11

9

Patch (Aol) PATCH.COM

               12,617,302

6.7%

0.2%

12

10

8

Major League Baseball MLB.COM

               12,784,024

6.5%

-0.3%

13

14

14

TV Guide TVGUIDE.COM

                 6,099,368

6.2%

0.9%

14

12

11

Aol AOL.COM

               45,469,102

5.9%

-0.3%

15

15

15

IGN (News Corp) IGN.COM

                 9,429,765

5.7%

0.5%

16

17

21

Discovery Channel DISCOVERY.COM

               10,905,175

5.4%

0.5%

17

23

19

US Weekly USMAGAZINE.COM

                 7,564,454

5.3%

0.8%

18

16

18

FOX News (News Corp) FOXNEWS.COM

               28,758,692

4.9%

-0.2%

19

18

16

CNN CNN.COM

               46,485,820

4.8%

-0.1%

20

22

26

National Geographic Society NATIONALGEOGRAPHIC.COM

                 6,194,328

4.8%

0.3%

21

21

20

BBC News BBC.CO.UK

               15,418,148

4.7%

-0.1%

22

19

17

MSN MSN.COM

             101,743,722

4.5%

-0.4%

23

26

22

TIME TIME.COM

                 8,588,623

4.2%

0.2%

24

24

23

The Huffington Post (Aol) HUFFINGTONPOST.COM

               43,785,387

4.2%

0.0%

25

25

29

New York Times NYTIMES.COM

               27,271,953

4.0%

-0.1%

26

20

34

FORBES FORBES.COM

               12,918,005

3.9%

-0.9%

27

31

27

The Guardian GUARDIAN.CO.UK

               10,494,906

3.5%

0.0%

28

32

31

IMDB (Amazon.com) IMDB.COM

               35,522,764

3.5%

0.0%

29

27

24

Break Media BREAK.COM

               10,449,419

3.5%

-0.3%

30

29

28

The Washington Post WASHINGTONPOST.COM

               19,438,145

3.3%

-0.4%

31

28

32

Bleacher Report BLEACHERREPORT.COM

               14,207,957

3.3%

-0.5%

32

33

30

Nickelodeon (MTV Networks) NICK.COM

                 7,333,226

3.0%

-0.4%

33

30

33

CBS News CBSNEWS.COM

               13,388,220

3.0%

-0.6%

34

34

35

Los Angeles Times (Tribune) LATIMES.COM

               17,468,860

3.0%

-0.4%

35

35

25

New York Daily News NYDAILYNEWS.COM

               13,619,227

3.0%

-0.2%

36

40

41

USA Today (Gannet) USATODAY.COM

               21,707,729

2.7%

0.6%

37

36

37

Food Network (Scripps) FOODNETWORK.COM

               14,992,754

2.7%

-0.3%

38

37

36

Cartoon Network (Turner) CARTOONNETWORK.COM

                 7,833,924

2.6%

-0.1%

39

38

38

Wall Street Journal (News Corp) WSJ.COM

               14,214,336

2.3%

-0.4%

40

39

40

Reuters REUTERS.COM

                 9,709,456

2.2%

-0.2%

41

41

39

FOX Sports (News Corp) FOXSPORTS.COM

               27,985,259

2.0%

0.0%

42

44

44

Bloomberg BLOOMBERG.COM

                 7,228,157

1.8%

0.1%

43

45

46

Businessweek (Bloomberg) BUSINESSWEEK.COM

                 6,987,697

1.8%

0.1%

44

43

42

WebMD WEBMD.COM

               22,922,906

1.7%

0.0%

45

42

43

CNET (CBS Interactive) CNET.COM

               25,140,302

1.6%

-0.2%

46

46

45

everyday Health EVERYDAYHEALTH.COM

               11,131,136

1.2%

-0.3%

47

48

48

About.com (NY Times) ABOUT.COM

               59,365,050

1.1%

-0.1%

48

47

47

LIVESTRONG (Demand Media) LIVESTRONG.COM

               17,494,625

1.0%

-0.1%

49

49

49

ThePostGame (Yahoo) THEPOSTGAME.COM

                 7,923,195

0.9%

-0.1%

50

50

50

Mayo Clinic MAYOCLINIC.COM

               11,384,511

0.8%

0.0%

51

51

51

eHow (Demand Media) EHOW.COM

               57,971,459

0.6%

-0.1%

 

 

 

 

 

top