Skip to main content

Which Social Networking Sites Really Drive Business Traffic?


Harry Hoover at the THINKing blog recently asked his readers this question and posted some of the responses. While clearly not a statistical sampling, LinkedIn and Facebook were mentioned prominently by nearly all respondents. StumbleUpon and del.icio.us were common second choices.

I've written previously about which social networking/tagging/bookmarking sites seemed to work well at driving B2B traffic, but have collected significantly more data since then. Here's the detail behind my response to Harry. This is based on the past 12 months worth of traffic data for this blog and for the WebMarketCentral marketing portal site.

For WebMarketCentral, note first all referring sites combined accounted for just 10.5% of total site traffic in the last year (search drove 78% of visits; the two are related as SMO can help drive SEO results to an extent). Second, the site drew traffic from nearly 400 different referring sites, and the traffic was highly fragmented.

WebMarketCentral - Top SMO Sources of Referral Traffic

StumbleUpon - 15.30%
Wikipedia - 6.79%
Bibsonomy, Mister Wong, BeeTooBee.com, del.icio.us and ma.gnolia—about 1% each.

The WebMarketCentral blog: referring sites had far more impact, drawing 27.4% of all visits, though again this traffic was highly fragmented with more than 400 sites each drawing a very small share individually.

The WebMarketCentral Blog - Top SMO Sources of Referral Traffic

Technorati - 6.05%
StumbleUpon - 2.15%
Searchles - 1.75%
Facebook - 1.07%
Digg, del.icio.us and Zimbio—about 1% each.

The three key takeaways seem to be that SMO can be a valuable source of traffic for both corporate sites and blogs; different social networking sites work best for different purposes; and StumbleUpon is the most valuable single social media network overall for driving B2B web traffic.

*****


Contact Mike Bannan: mike@digitalrdm.com

Comments

Anonymous said…
Thanks for sharing - this was quite interesting. It's always different for us marketing and business bloggers... I noticed for most other blogs, the main source of traffic would be Digg, or possibly technorati...everytime.
Anonymous said…
Nice to your read your blog about online friends. You can find more friends in online to get new ideas about anything in and around the world. Indian Friends Online are dominated in this online community to reach you goal.



Indian Friends Online Community


Social Network website


Make Money Online

All Time Greats

Best of 2008: Social Media Optimization, Part 6

This content has been moved to Best of 2008: Social Media Marketing on the Webbiquity blog. ***** technorati tags: online video SEO reputation management social bookmarking social media marketing SEO and reputation management Search Engine Journal Loren Baker Google Video ClipShare PHPmotion 30 largest social bookmarking sites Anything Goes Blog Stuntdubl social media can increase revenue Social Media Today Jacob Morgan increase blog traffic How To Make My Blog Marko Saric what not to do in social media Interactive Insights Group Robin Broitman social media gaffes Target Motrin Starbucks Whole Foods FedEx del.icio.us tags: online video SEO reputation management social bookmarking social media marketing SEO and reputation management Search Engine Journal Loren Baker Google Video ClipShare PHPmotion 30 largest social bookmarking sites Anything Goes Blog Stuntdubl social media can increase revenue Social Media Today Jacob Morgan increa

How to Use SEO: Leverage SEO To Be Found Online and Boost Your Online Marketing

All businesses that want to attract customers online, no matter the business size or age, have few options other than Search Engine Optimization (SEO).  SEO In The Box™ by Results Driven Marketing®, LLC There are roughly 1.8 billion websites online, and basic SEO allows Google to find and index or catalog your webpages.  After that, Google serves you up to searchers in the organic section.  The question remains: where they list your site, on page one or page 22 or further back? SEO controls your positioning. Do you want to be found online or not? If your business is online or you want your product or service to be found online, then Search Engine Optimization (SEO) is a must, and knowing how to use SEO to leverage the power of the internet is vital. Arguably, an effective SEO strategy gets you on the organic results section of the search engine results pages (SERP). Organic traffic is highly valuable and requires high-quality SEO. But even businesses that use l

Email Campaign, Newsletter and Banner Ad Click-Through Rates (CTR)

When planning online advertising and email promotion budgets, it's critical to calculate the likely ROI upfront whenever possible, as well as to establish campaign benchmarks. The first step is understanding the average and likely range of CTRs for various programs. The growth in online advertising, the proliferation of enewsletters, the emergence of new forms of information delivery such as RSS and the emergence of social media sites have all affected CTR, so planning based on current data is crucial. It can be challenging to find current statistics, but based on several studies, these are typical CTR ranges for email newsletter ads, email campaigns (blasts or internally-produced enewsletters), and banner ads. Email newsletter advertisements Open rates range from 28-40%, with an average of about 33%—meaning that roughly one-third of the subscriber base is likely to see your ad. The Advertising Is Good For You blog tracks these statistics from DoubleClick . The average CT

Top-Notch Digital Marketing Tip: Advertisements That Make Sense

Looking for some online marketing tips to grow your business? Well, you’ve come to the right digital marketing resource ! Web Market Central has been doling out the proper DM advice for years. And as you already know, marketing to customers online is 100 times easier than using dated, expensive and traditional marketing tactics. Like seriously, who uses billboards in 2019? But you already know how effective Digital Marketing can be in the modern age. So now that you're totally convinced of what you already knew, let’s give you today's top notch-digital marketing tip! Advertisement Congruence If your business is running ads this is one of our most important online marketing tips! Ad congruence is when your ads and landing pages look alike or have the same message. Have you ever clicked on an ad and been taken to a page that looked nothing like the ad? When your ads look like the web pages they lead to, customers will feel like they are in the right plac

Top Notch Digital Marketing Tip: Optimize Your Site

Looking for some online marketing tips to grow your business? Well, you’ve come to the right digital marketing resource! Web Market Central has been doling out the proper digital marketing advice for years. And as you already know, marketing to customers online is 100 times easier than using dated, expensive and traditional marketing tactics. Like seriously, who uses billboards in 2019? But you already know how effective digital marketing and an seo strategy can be in the modern age. So now that you're totally convinced of what you already knew, let’s give you today's top-notch digital marketing tip! Optimize Your Site to Improve Search Engine Rankings Most small business owners know that their websites need to be optimized in order for search engines, like Google and Bing, to find them and rank them on the search engine results page. If you don’t know, that’s okay. You can learn all about Search Engine Optimization and SEO best practices here to help impr

Google and the Parable of the Turkey

In The Black Swan , Nassim Nicholas Taleb writes about the life of the turkey: for 100 days, the turkey is sheltered, fed and cared for by the farmer. The turkey grows to trust the farmer completely, even perhaps developing a fondness for the farmer (and of course the feed). Then, on the 101st day (with Thanksgiving quickly approaching), the relationship between the turkey and the farmer changes abruptly and permanently. The rationale behind the farmer's apparent benevolence become clear in a final flash before the turkey takes the necessary step preceding de-feathering, vacuum-packing, freezing and shipping off to the market. Taleb's lesson for us from this: don't be a turkey. More succinctly, don't assume that the future will resemble the past, or, in the words of mutual fund prospectuses , "past performance is no guarantee of future results." Also, remember that there is no such thing as a free lunch. Of course, that doesn't take into account the pe

How to Successfully Launch B2B Products and Services

A new survey produced by Schneider Associates and the Center for Business Innovation at Babson College details some very interesting findings on what makes for a successful B2B product or service launch. The free report, entitled Business-to-Business Launch Survey, profiles the ten key lessons B2B companies can use to improve their odds for launch success. The study investigated effective product and service launches to help B2B product and service managers improve their launch practices and success rate. Among the most interesting findings in the study (and keep in mind, these are the successful launches): Just 22% of B2B services companies and 37% of product vendors followed a formal, documented launch process—though another third of each group said they used "a general, undocumented repeatable process." Planning most commonly started anywhere from three to 12 months before launch—though nearly 40% of B2B product companies didn't get started until within three

Email Newsletters vs. Blogs Part 2

My post several weeks ago about the emergence of blogs and the decline of the e-newsletter drew a thoughtful comment from Monty Loree of Express Marketing . Mr. Loree contended that "With direct email, you're in control of staying in touch with people and inviting them back to your site." While that's indusputable, my point was that you don't need a traditional email newsletter to accomplish that task. As Suzanne Falter-Barns points out in her blog here, collecting email addresses from your blog visitors is both easy and a great supplement to RSS feeds. Then, rather than sending out a traditional e-newsletter -- with all of the planning and formatting that requires -- you can simply send a brief note to your email list each time you post (or weekly if you are posting more frequently than that) inviting your recipients to revisit your blog and check out your latest musings. Your blog becomes the content container for the information you would have previously