Facebook and Pinterest are social network royalty, according to a recent study I came across by Shareaholic.
Facebook – the king – is still the most valuable social platform for brands, with the largest share of social referrals to company websites in the first quarter of 2014. During the first three months of the year, Facebook´s share of referrals increased 38% and reached a total share of 21.25% of overall traffic, including direct traffic, social referrals, organic search and paid search.
While many people will find Facebook´s dominance expected, the second place may come as a surprise to some. Pinterest – the queen – has been claiming a significant share in referrals and, most of all, has been cited as the most engaging platform, resulting in higher conversion rates and higher average order value. According to Shareaholic, in the first three months of 2014, Pinterest accounted for 7.1% of total traffic to websites, which is a 48% increase in December 2013 levels.
Further down the chart, Twitter and StumbleUpon have also made progress, although their results are far more modest. Twitter´s overall share of referrals lingers around the 1% mark, while StumbleUpon gained almost 15% in its own traffic referrals since December, with its total share coming in at 0.99%.
At the other end of the scale, Reddit, YouTube, Google+ and LinkedIn either lost some ground over the past three months, or their shares remained static, Shareaholic pointed out. The biggest loser was YouTube, whose share plummeted 52% in the first quarter, standing at 0.09% of total traffic.
Perhaps you would give the crown to another site? Which social channels work best for your brand?Ben Hollom
April 25, 2014