Social Leaderboard: Facebook Is Closing the Gap

It’s time again to check our horses and see who’s pulling ahead in the social publishing race!  And the race is definitely on – 85% of the top 50 publishers increased their social traffic this month.

No looking back now
Until I started charting the incredible growth of social and its impact on the rest of the web, I wondered if it might be more hype than actual paradigm shift.  But the evidence is mounting beyond reasonable doubt, and this month’s results point to the continuation of rapid growth.

Facebook traffic to the Top 50 grew 9% in January (after growing 17% in December).  Not only that, but Facebook is closing the gap with Google: The gap between how much traffic Google sends and Facebook sends to the 50 largest publishers is down to just 30%, from 55% in November.  At this rate, I expect Facebook to surpass Google traffic to publishers some time this year.

Note: This analysis includes portals (e.g. Yahoo), which receive more overall traffic but a smaller proportion of Google traffic than the average non-portal publisher, who might see a larger gap.

 

Favorites hold their lead
At the wire it’s Wetpaint Entertainment (with 22.2% of traffic coming from social) followed by People, followed by Us Magazine.  Coming on strong on the outside is CBS, pulling ahead of NBC for 4th place by drawing 14.4% of their traffic from social (up from 11.7% in December).

Wetpaint Entertainment increased its lead this month, adding 1.4% to its social traffic and widening the gap with #2 People by an additional 0.5%.  People and Us Magazine increased their social traffic composition by 0.8% and 0.6%, respectively – just slightly more than the Top 50 average of 0.5%.  CBS was the biggest mover by far, adding 2.7% to its social traffic.

Ladies and gentleman, place your bets.  It’s still anyone’s race, but one thing is for sure: if you’re spending all of your time on SEO and SEM, you’re backing the wrong horse.