December Social Leaderboard

After a long spell of stagnant growth, Social Leaderboad numbers showed a welcome, albeit modest bounce in the final month of 2012. Compared to the anemic (0.1 percent) overall increase from October to November, 2012, the Leaderboard finished the year up (a less anemic) 0.6 percent. That’s a far cry from 2011’s November-December 17% leap in traffic from social, but we’ll take what we can get. And a few web publishers finished the year in a sprint.

December 2012 Leaderboard_Social Composition Chart

Buzzfeed blasts off
Buzzfeed rode a holiday spike, more than doubling its December social traffic, from November’s 15.6 percent to 34.1 percent. Wetpaint’s more modest 4.1 percent increase nevertheless led to a record 49.5 percent mark in traffic from social for December. Other end-of-year Leaderboard results were less dramatic, but trending generally upward. MTV and People continued to swap Leaderboard spots, with MTV taking the #3 position in December on the back of a 2.8 percent rise in social traffic. (People finished fourth with a 0.8 percent December bump.) NFL and NBC also posted positive gains (of 1.3 percent and 1.2 percent, respectively). In contrast, its 0.1 percent December dip knocked TMZ.com out of the Leaderboard’s top five for the first time since last September.

December 2012 Leaderboard_Total Social Chart

A supercharged CBS?
If you factor out the portals and a major CBS boom (more on that in a sec), the total social traffic was up by an average of 200,000 visits in December to each of the top 50 content sites on the web. Huffington Post and CNN.com remain the Leaderboard’s Hertz and Avis when it comes to total social. Both were up 0.7 million from November. As for CBS.com, its social traffic according to Compete.com, grew dramatically in December—up 4.6 million social visits over its November total and leaping from the #8 to the #3 spot on the Leaderboard, right behind CNN.  Would love any tips on what is driving the surge, with traffic to CBS.com from all sources up nearly 200% from November.  Although Wetpaint recorded 0.1 million more social visits in December, it slipped a notch in the rankings (from #5 to #6); while still outperforming People by 0.9 million visits. Meanwhile, Buzzfeed jumped eight positions (from #15 in November to #7) on the strength of a 1.8 million increase in total social traffic for December.

December 2012 Leacerboard_FB v. Google Chart

Facebook bounces back
Facebook traffic to web publishers rebounded from its November doldrums. Referrals were up 11% over November. The 339 million December visits are well below January 2012’s 549 million high point, but much better than November’s 305 million low. Google still sends 46% more traffic to web publishers than Facebook. The gap narrowed from November’s 58% finish, thanks to the portals (AOL, MSN and Yahoo), which collected 22 million more visits in December.

 

MONTHLY RANKINGS

PUBLISHER

Dec

Nov

Oct

Name of Publisher (Owner) URL

Monthly Uniques

% from Social

Change

1

1

1

Wetpaint Entertainment WETPAINT.COM

                 4,156,003

49.5%

4.1%

2

2

2

BuzzFeed BUZZFEED.COM

               15,914,394

34.1%

15.6%

3

4

3

MTV MTV.COM

                 8,720,402

12.3%

2.8%

4

3

4

People PEOPLE.COM

               11,879,472

11.2%

0.8%

5

6

6

National Football League NFL.COM

               17,021,520

9.3%

1.3%

6

7

10

NBC Universal NBC.COM

                 7,236,882

8.2%

1.2%

7

5

5

TMZ TMZ.COM

               13,058,794

8.1%

-0.1%

8

9

9

Yahoo! YAHOO.COM

             170,997,328

6.7%

0.3%

9

10

11

Major League Baseball MLB.COM

                 6,057,192

6.6%

0.2%

10

8

8

Patch (Aol) PATCH.COM

               13,134,556

6.5%

-0.1%

11

13

7

IGN (News Corp) IGN.COM

                 9,842,499

6.4%

0.6%

12

11

12

E! Entertainment Television EONLINE.COM

                 8,726,049

6.4%

0.1%

13

15

13

Aol AOL.COM

               44,711,026

5.9%

0.2%

14

17

17

FOX News (News Corp) FOXNEWS.COM

               36,221,556

5.7%

0.6%

15

18

15

CBS CBS.COM

                 8,964,522

5.7%

0.6%

16

19

19

CNN CNN.COM

               52,971,756

5.6%

0.5%

17

14

14

US Weekly USMAGAZINE.COM

                 6,758,770

5.5%

-0.3%

18

20

16

TV Guide TVGUIDE.COM

                 6,700,764

4.8%

-0.2%

19

22

24

The Huffington Post (Aol) HUFFINGTONPOST.COM

               46,080,258

4.7%

0.4%

20

24

22

BBC News BBC.CO.UK

               14,694,629

4.5%

0.4%

21

21

21

Discovery Channel DISCOVERY.COM

               11,632,858

4.5%

0.0%

22

12

20

Entertainment Weekly EW.COM

                 7,266,569

4.4%

-1.8%

23

31

28

CBS News CBSNEWS.COM

               13,099,434

4.4%

1.0%

24

23

23

MSN MSN.COM

             100,459,155

4.3%

0.0%

25

29

27

The Washington Post WASHINGTONPOST.COM

               19,190,732

4.3%

0.9%

26

25

25

New York Times NYTIMES.COM

               28,237,857

4.2%

0.1%

27

26

31

TIME TIME.COM

               11,162,396

4.1%

0.2%

28

27

29

Bleacher Report BLEACHERREPORT.COM

               11,368,676

3.9%

0.2%

29

16

18

The Guardian GUARDIAN.CO.UK

               10,579,650

3.8%

-1.7%

30

30

34

National Geographic Society NATIONALGEOGRAPHIC.COM

                 7,774,085

3.7%

0.4%

31

32

30

IMDB (Amazon.com) IMDB.COM

               39,714,900

3.7%

0.5%

32

37

32

Break Media BREAK.COM

                 6,902,031

3.7%

1.1%

33

35

36

New York Daily News NYDAILYNEWS.COM

               13,119,444

3.6%

0.9%

34

28

26

FORBES FORBES.COM

               14,275,249

3.5%

0.0%

35

36

35

Los Angeles Times (Tribune) LATIMES.COM

               17,397,439

3.2%

0.5%

36

34

40

Wall Street Journal (News Corp) WSJ.COM

               12,569,994

2.9%

0.1%

37

39

33

Nickelodeon (MTV Networks) NICK.COM

                 6,670,139

2.6%

0.1%

38

40

39

Cartoon Network (Turner) CARTOONNETWORK.COM

                 7,329,327

2.6%

0.2%

39

41

37

USA Today (Gannet) USATODAY.COM

               20,291,463

2.6%

0.2%

40

33

42

Reuters REUTERS.COM

                 9,003,124

2.4%

-0.7%

41

42

41

Food Network (Scripps) FOODNETWORK.COM

               20,259,649

2.1%

-0.2%

42

46

45

CNET (CBS Interactive) CNET.COM

               31,657,901

2.1%

0.6%

43

43

43

FOX Sports (News Corp) FOXSPORTS.COM

               20,783,176

2.0%

-0.1%

44

38

38

Businessweek (Bloomberg) BUSINESSWEEK.COM

                 5,781,462

2.0%

-0.6%

45

44

44

Bloomberg BLOOMBERG.COM

                 7,757,179

1.7%

0.0%

46

45

46

WebMD WEBMD.COM

               23,515,334

1.7%

0.0%

47

47

47

everyday Health EVERYDAYHEALTH.COM

                 7,565,073

1.5%

0.3%

48

50

51

LIVESTRONG (Demand Media) LIVESTRONG.COM

               15,344,999

1.5%

0.5%

49

48

48

About.com (NY Times) ABOUT.COM

               62,131,017

1.3%

0.2%

50

51

49

ThePostGame (Yahoo) THEPOSTGAME.COM

               10,549,520

1.2%

0.4%

51

49

50

Mayo Clinic MAYOCLINIC.COM

               10,712,995

1.1%

0.1%

52

52

52

eHow (Demand Media) EHOW.COM

               56,972,222

0.9%

0.2%