If you’re thinking of committing precious time or marketing dollars to social media, a new study from online advertising network Chitika offers some useful insights and may help ensure that your message is reaching the right audience. It shows that users’ interests and expectations vary sharply depending on the platform they’re using.
Based on a sample of over 287,000 impressions, the study examined outbound traffic from four social sites. Researchers learned that nearly half of the traffic (47%) that Twitter generates goes to news sites — Twitter users’ interest in news outpaces that of Facebook users by nearly 20%, apparently making it the most popular social network for news junkies. On MySpace, users seek out celebrity gossip and video games — and MySpace is the only site in the sample that doesn’t refer a significant amount of traffic to news destinations. Celebrity/entertainment is the only genre in the top 5 of all sites, demonstrating that many of us are very interested in exploits of the rich and famous.