Category Archive: Social Media

The death of social referral traffic for large media players?

Over the past few years, rising social referral traffic to brands/publishers from sites like Facebook, Pinterest & Twitter has challenged traditional search engines.   The top two suppliers of social referral traffic to publishers globally are now Facebook and Pinterest. See this Forbes article for details & the chart below.

But just as social referral traffic has started to surpass search — Facebook decides to change it up.  The Times recently reported [...]

Facebook Zero? Taking a true “portfolio” approach to social in 2015

Last year about this time (Dec 2013) Facebook signaled how things were going to change for branded organic reach over the course of the year.  It’s been interesting to watch this play out over 2014.  Facebook kicked things off with this quote at the end of 2013.

“Pages will likely see changes in distribution. For many Pages, this includes a decline in organic reach. We expect this trend to continue as the [...]

This chart shows how savvy brands are pulling away on social networks

Data Courtesy of eBench

Astute observers of social media understand that social networks are governed by network effects.

While studying category dynamics over at eBench, the team noticed an interesting trend happening across a variety of categories (Beauty, Prestige Autos, Food, etc.).

Network effects predicted that brand leaders don’t just grow faster, they tend to pull away from the rest of the category on social networks. 

Indeed, size explains a large amount of growth–up [...]

What’s Missing in Your Twitter Content Marketing Approach?

Twitter is about to IPO and everyone is talking about the potential of this giant social network, so I thought I would add some quick thoughts on content marketing strategy via Twitter.  This post is not comprehensive, but hopefully provides a bit of food for thought as Twitter is on the hot seat.

First, a bit about the platform.  Twitter has become one of the world’s biggest niche “interest graphs” and an incredibly [...]

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