It turns out that enabling tweeting pays off for publishers.
A tweet button on a website can drive seven times more link mentions, along with the referral traffic that can accompany those mentions, according to research released by BrightEdge, an SEO marketing platform. The research analyzed 4 million randomly selected tweets to track how users share and interact with social buttons and links.
According to the research, more than half — 53.6 percent — of the top 10,000 websites have integrated the social links and plugins of Facebook, Twitter, Google+ and LinkedIn. And adoption of the links is trending upward, increasing almost a full percentage point over the course of a single month.
But those figures also demonstrate that almost half of websites have not embraced even the most rudimentary efforts at integrating social media into their marketing efforts, meaning they’re missing out on a major traffic source. According to Brad Mattick, BridgeEdge’s VP of marketing, certain industries have been much quicker to embrace social than others.
“Some industries are taking it on well,” he said. “Retail, for example. For other industries, they haven’t figured out what it can mean for them.”
The research also sheds some light on how widely the major social media platforms have been adopted on popular websites. Not surprisingly Facebook is in the lead. Its like buttons and links to fan pages can be found on the homepages of more than 50 percent of the world’s largest sites.
Buttons and links for Twitter are seen on 42.5 percent of those sites, while the category’s newest entrant, Google+, is used only used on about 8.5 percent of the largest 10,000 sites.
Although some merchants may have concerns about consumer pushback as their Twitter feeds become littered with commercial messages, Mattick says that in general consumers have made peace with those messages.
“There are precedents for this,” he said. “When Gmail appeared, marketers were unsure about whether people would put up with having advertising in their email. The fact is they have. Facebook has had ads for a long time, and it has not slowed down adoption for them.”
Dentsu’s new Web3 readiness tool shines light on the tech’s potential to complement AI
Dentsu's Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies actually make a good pair?
Digiday+ Research deep dive: Publishers large and small put their resources into first-party data
Eighty-two percent of publishers overall say they're already using first-party data to prepare for the end of the third-party cookie, and nearly half are requiring users to register and integrating first-party data segments into DSPs – indicating that first-party data is the clear path forward for publishers heading into the post-cookie world.
Media Briefing: Why publishers hope chatbots will be the latest retention tool
Publishers hope the chatbots they are developing will be the latest retention tool to keep readers onsite and to get them to consume more content.
SponsoredHow enterprise-grade CDPs are enhancing data processes and improving customer experiences
Produced in partnership with Marketecture The following article highlights an interview between Martin Kihn, Salesforce’s senior vice president of Marketing Cloud, and Ari Paparo, founder and CEO of Marketecture Media. Register to watch more of the discussion and learn how brands are making the most of enterprise-grade CDP technologies. As brands expand across channels and […]
How programmatic advertising will evolve this year on the heels of audio growth and privacy changes
Comscore’s programmatic division Proximic released a State of Programmatic study highlighting the growth of audio and podcasting, other digital advertising channels and challenges around third-party data.
Why podcasters are selling subscriptions through third-party vendors
Many podcasters are turning to third party platforms like Supporting Cast and Supercast to launch or grow their subscription businesses beyond Spotify or Apple.