27 Jun Think You Know the Facts of Social Sharing?
Recently, enterprise advertising platform, RadiumOne created an infographic dispelling six myths of social sharing. RadiumOne acquires data through a sharing and URL-shortening platform – Po.st. While digging through the massive amounts of data from their platform, the company found that some of the common theories of how social sharing worked, were in fact, myths.
Let’s take a look –
1. Myth: Most content sharing activities happen over social networks like Facebook and Twitter.
Fact: Over 72% of all shares come from copy and paste activity with some rates doubling between the hours of 7-10pm.
2. Myth: Digital consumers click on social links at an equal rate regardless to the type of URL shared.
Fact: Brands that use shortened URLs with a “vanity domain” experience an average increased click volume of 25% compared to long original links or shortened links via a general URL shortening service.
3. Myth: Content shared through shortened URLs has a similar lifespan regardless of when it was initially posted.
Fact: The lifespan of shortened links actually increases the later in the week a link is shared, with shared link lifespan peaking on Thursdays. This means that content shared on Thursdays is more likely to have users still engaging with it many days after being posted.
4. Myth: Content and brand engagement peaks over the weekend when Internet users have more free time.
Fact: People engage with shared content 49% more on weekdays. Sports content is clicked on 4x more on Mondays and Tuesdays vs. Saturdays, with Saturdays having the lowest click rates for sports content. Users are 10x more likely to click on food content on Thursdays vs. Saturdays.
5. Myth: Millennials and young people engage and share brands’ content the most.
Fact: Users, ages 55-64, engage with brands’ content the most, regardless of using iOS, Android or desktop. Boomers are more likely to engage, with 41% sharing (vs. 19% of millennials) regardless of gender. In fact, millennials are the least likely generational group to engage with share content from brands.
6. Myth: Facebook offers the best referral traffic.
Fact: Twitter offers more referral traffic per share than Facebook.
After reading these, what are your thoughts? Did you believe some of the myths and act accordingly, or are you an all-star and already knew the facts?
Personally, I think some of the facts are intuitive based on my experience and knowledge of the industry. Working in an office environment, people are using the Internet for work purposes but it would be unrealistic to think they don’t take an occasional break to check social media sites or their favorite websites. Many news outlets reported on the estimated $390 million in lost wages due to employees watching the World Cup yesterday. The Department of Transportation even vowed to block streaming sites if the traffic slowed down the network.
The fifth myth rings true for me as well. My dad/aunts/uncles (etc.) engage (like) more brands on Facebook than I ever have and I’m in PR (and marketing in past jobs). For example, my father falls in the 55-64 category and has 98 likes on Facebook (two of which are events, one family group, five restaurants and the rest are brands including my company, thanks dad!). Conversely, my brother falls into the millennial category with 27 likes on Facebook. My brother’s stats differ a little with ten brand likes, one family group, and the rest are events.
Now that the myths are busted, will you rethink your social strategy?