ShareThis and Starcom MediaVest collaborate to release the first study on social sharing. The study focuses on ShareThis’ database of sharing activity for it's widget in March 2011 and includes a detailed analysis of more than 7 billion sharing signals across all major sharing channels, specifically looking at the sharing patterns of more than 300 million monthly users across the top 1,000 publisher websites of ShareThis. The analysis is based by the proportion of people who share via the different options on the widget.
Social sharing now produces an estimated 10 percent of all Internet traffic and 31 percent of referral traffic to sites from search and social. Search is around twice as big.
Facebook dominates as channel used to shareThere are two sets of numbers here, this is because some content is shared and is never clicked on. Of the non-clicked, Facebook makes up 56 percent of total shared content (up from 45 percent in August, 2010), followed by email at 15 percent (down from 34 percent) and Twitter at 8 percent (which is interestingly down from 12 percent). In terms of clicked links and referral traffic, Facebook accounts for 38 percent email and Twitter are both second with 17 percent each.
It's a really interesting study given it's size and also how hugely important motivating and harnessing social sharing is crucial to modern marketing, with that in mind our advice is is simply this:
By Danyl Bosomworth
Dan helped to co-found Smart Insights in 2010 and acted as Marketing Director until leaving in November 2014 to focus on his other role as Managing Director of First 10 Digital. His experience spans brand development and digital marketing, with roles both agency and client side for nearly 20 years. Creative, passionate and focussed, his goal is on commercial success whilst increasing brand equity through effective integration and remembering that marketing is about real people. Dan's interests and recent experience span digital strategy, social media, and eCRM. You can learn more about Dan's background here Linked In.
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