Facebook Inc. (NASDAQ:FB) Generates Highest Social Referral Traffic
On Monday, October 28, 2013 Adobe Systems Incorporated (NASDAQ:ADBE) released its first annual SMI (Social Media Intelligence) Report that examined owned, paid and earned social media trends. The important findings from the Adobe Digital Index report suggested that Facebook Inc. (NASDAQ:FB) dominated the social referral traffic to retail sites where Twitter reported the strongest growth of 258% year over year (YoY). Moreover the Facebook’s CTR (Click Through Rate) and advertising ROI grew by 275% and 58% respectively. The Key finding also highlighted Twitter and Pinterest with the biggest YoY jump in RPV (Revenue Per Visitor) where Twitter achieved 300% growth.
The analysis of the latest social trends represents aggregated data across entertainment, media, and travel and retail websites over past twelve months. The data included 131 billion ad impressions on Facebook, 4.3 billion likes, shares and comments on Facebook and over 1 billion Facebook posts as well as 400 million unique visitors to online social networking platforms. Paid social data reflects data from users of Adobe Marketing Cloud.
The Principal Analyst at Adobe Digital Index, Tamara Gaffney said that following Facebook’s and Twitter’s initiatives to connect their audiences to marketers, the social media is rapidly emerging as a marketing channel.
Facebook is becoming more attractive to brand marketers in Paid Social Trends with 85% YoY increase in ad impressions, 120% YoY increase in CPM and 29% YoY increase in ad per click volume.
Amidst Earned Social Trends, social engagement (including likes, shares and comments) increased by 115% YoY with 9% YoY increase in brand postings. The report also highlighted that compared to text-based brand posts, image-based brand posts produced 600% higher engagement rate. Moreover, Tumblr earned the highest positive sentiment of all social platforms.
RPV (Revenue per Visit) in Owned Social Trends increased YoY suggesting a growth in value for social medial marketing with RPV growth of 300% for Twitter, 150% for Pinterest and 39% for Facebook.