Social Media Users’ Interests and Expectations Vary by Network [Stats]

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.

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35 Great Social Media Infographics

[Note: I recently updated this compilation to include some more recent visualizations… you can see it here.]

Here’s a collection of terrific social media infographics that might come in handy. As you probably know, infographics are visual representations of information, data, or knowledge. They illustrate information that would be unwieldy in text form and they act as a kind of visual shorthand, making information easy to understand and consume. They are driven by the same information as charts, but they’re often a better form of communication because of their pleasant aesthetics — charts and graphs can communicate data, but infographics turn data into information.

It’s very helpful to use infographics in presentations, reports, articles, etc., to convey concepts. Instead of poring over figures and long reports to decipher data, an infographic can immediately explain what the data actually means.

Most of these have been scaled down or cropped. Each one has been linked to the original, so please visit the links to view them full-size.

If you know of any good ones that I’ve missed, please leave a comment and let me know!

1. The Social Engagement Spectrum

2. 10 Levels of Intimacy in Today’s Communication

3. The Social Media Effect

4. Social Marketing Compass

5. Facebook vs. Twitter

6. Balance Your Media Diet

7. Social Media Statistics

8. Social Web Involvement

9. The Spectrum of Online Friendship

10. How People Share Content on the Web

11. Donut Marketing

12. Twitter Territory

13. Twitter PR Strategy

14. The Journey of a Tweet

15. The Hierarchy of Digital Distractions

16. When Social Media Attacks

17. The Art of Listening

18. The Conversation Prism

19. Word of Mouth Visualized

20. Social Web Reputation Management Cycles

21. Twitter Statistics

22. The Story (So Far) of Twitter

23. Who Participates Online

24. Gender Balance on Social Networking Sites

25. Building a Company With Social Media

26. The Life Cycle of a Blog Post, From Servers to Spiders to Suits—to You

27. Social Media Spending

28. The Facebook Juggernaut

29. Twitter Perceptions of Google Buzz Over Time

30. Breakdown of the Blogosphere

31. Visualizing 6 Years of Facebook

32. The Boom of Social Sites

33. Age Distribution of Social Sites

34. Make Social Media Work for Your Company

35. The World Map of Social Networks

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31 Social Media Stats and Anecdotes

Adam Schoenfeld, CEO at 20 Decibels (Cheddr Media Inc.), assembled this terrific list of social media statistics and anecdotes. His company offers a great Twitter campaign management and analytics tool for social media managers and agencies.

The presentation includes highlights from numerous reports and studies that demonstrate the rapid adoption of social media for marketing and outreach, including spending projections, penetration estimates, survey data, and specific examples covering all types of businesses. There is a slant toward Twitter due to the company’s focus, but the collection covers the general trends in social media adoption:


  1. Social media spending is expected to increase from $716 million in 2008 to $3.1 billion in 2014, a 34% compound annual growth rate (CAGR).
  2. That 34% CAGR means that social media spending is growing faster than any other interactive marketing category (more).
  3. In the near-term, 86% of marketers plan to increase social media budgets in 2010 and 13% are planning to keep the same level of budget (more).
  4. Pepsi dropped TV advertising for the 2010 Super Bowl after 23 years. Instead, they’re investing in a $20 million social media campaign. (more).
  5. Best Buy has over 2,500 employees helping customers via Twitter as part of their Twelpforce initiative.
  6. Best Buy even purchased TV ads to drive awareness for their Twitter initiative. (Traditional media as the supporting channel and social media as the core channel.)
  7. Comcast has at least 11 full-time employees dedicated to customer service and support via social media.
  8. Dell has attributed over $6.5 million in revenue directly to Twitter (more).
  9. 99% of online retailers plan to have a Facebook Page by 2011 and 91% plan to have a Twitter page (more).
  10. Social media played a major role in 2009 holiday shopping — 28% of U.S. shoppers say social media has influenced their purchases (more).
  11. JetBlue Web site visitors who also visited Twitter in July 2009 were 35% more likely to complete a booking than visitors who did not visit Twitter (more).
  12. In 2009, 91% of Inc. 500 companies report using at least one social media tool, compared with 77% of companies surveyed in 2008.
  13. In 2009, 52% of the Inc. 500 used Twitter, the second most commonly used social media channel. It wasn’t even present in 2007 (more).
  14. 53% of the Fortune 500 have at least one active Twitter account.
  15. 57% of the Fortune 100 have at least one active Twitter account.
  16. 13% of the Fortune 100 have at least two active Twitter accounts.
  17. 83% of CMOs are tracking their number of fans in social media.
  18. 72% of CMOs plan to attach revenue expectations to their social media spending in 2010.
  19. 81% of CMOs plan to link up to 10% of their company’s revenues to social media investment next year, up from just 44% in 2009 (more).
  20. 88% of execs at U.S. nonprofit organizations are currently experimenting with social media (more).
  21. Small businesses are catching on, too — 68% will increase their social media marketing efforts in the next year (more).
  22. ~56% of Twitter users say they use the microblogging and communication service for business purposes (more).
  23. Social media usage is taking hold at both B2B and B2C business — 81% of B2B and 57% of B2C businesses maintain company-related profiles on social networks.
  24. Over 40% of people have “friended” a brand on Facebook or MySpace (more).
  25. 20% of tweets are about products such as invitations for product information, answers or responses from peers, or directly communication by brand representatives (more).
  26. 46% of Facebook users say they would talk about or recommend a product on Facebook.
  27. 44% of Twitter users have recommended a product (more).
  28. 58% of people said if they tweet about a bad experience, they would like the company to respond to their comment (more).
  29. Foursquare’s estimated valuation is $6 million (more).
  30. Twitter’s estimated valuation is $1 billion (more).
  31. Facebook’s estimated valuation is upwards of $10 billion (more).

(Via 20 Decibels)

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