Social Edges Ahead
Based on a report released recently by content marketing
firm Shareaholic, social media has now grown to be the number 1 driver of all
website referral traffic overtaking search in the process. As measured to the
end of 2014, marginally more than 31% of all referral traffic was from social
media which had risen by an incredible 38% from a year earlier when it was at
just under 23%.
These results have to say the least re-energised the debate
over the relative importance of SEO versus social media in driving consistent,
qualified leads to your digital hub to commercialise the sale.
Ongoing Trend
This trend of SEO losing ground has been happening
consistently over the last several months does not come as a complete surprise
however as the Social curve briefly edged ahead of SEO around the middle of
2014 giving a clear indication as to possible future outcomes.
From my personal perspective I don't want to enter the
debate as to which is better or worse. I have always believed and still do that
they both play incredibly important, different and fundamental roles in
maximising your businesses potential in the current market place setting. Where search is the ultimate way to raise
awareness through the simple act of being found as distinct from social media
marketing platforms that go a step further by taking that awareness and then
adding validation and confidence around a possible purchasing decision.
Beyond these key top line findings the report went on to further
elaborate on the incremental shifts that occurred to each of the key social
media platforms throughout 2014.
Predictably Facebook dominance of social media continued with a share
that grew to a staggering 25% representing a colossal annual rate of growth of
around 60% for the year ending December 2014.
Not All Good News For Social Media Platforms
The other social media pillars had largely disappointing
results as evidenced by:
YouTube’s
decreased its share by 93.24%
Twitter’s
share decreased by 27%
Pinterest
increased its share by 6% increase
StumbleUpon’s
share dropped by 42%
Shareaholic went on to provide trend data of the key
platforms over the last three years that showed a very insightful series of
unavoidable facts.
Namely:
1. Facebook continues to grow and must be used routinely if
possible based on the target market.
2. Pinterest has continued to grow over the three years but
in recent times has experienced a small retraction suggesting that the market
is still not totally satisfied with it
3. The remainder of key platforms are essentially static in
terms of market share and in real terms contribute only marginally to the total
of leads being generated.
Planning For Your Digital Marketing
From a planning point of view then this indicates a
compelling reason to integrate Facebook and Pinterest as directly as possible
especially in B2C markets and the use of the other platforms more strategically
to compliment the efforts of your other social media network.
Free Digital Training and Coaching
Naturally if you'd like to learn more about Twitter, any of
the other Social Media Marketing platforms of digital media in general, simply
attend any of the free Digital Enterprise Workshops listed here on:
and sign up for any of the seven free two hour workshops
which will also automatically qualify you for a free four hour coaching session
specifically focused on your business needs.
So until next time, good luck and good marketing.
Regards,
Daniele.
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