The goal of Moneyball is to get the best results out of the least money spent. In other words, Billy Beane viewed his baseball team as a business, looking to get the best value or ROI. Beane’s Oakland teams made the playoffs four straight years in the early 2000s despite being in the bottom five teams in salary.
As a sports fan and a sportswriter, reading Moneyball changed the way I look at baseball like few other things have. Each week, I’ll try to do the same thing with SEO for you in this series, SEO MoneyBall, using some deeper statistics to give you a better look at how to improve your web presence. This week, I look at the best ways to share on social media.
When it comes to social media, you want to stand out. Among the millions and millions of online profiles, yours must grab attention to be effective. That’s why it can be a huge help to your business to diversify your social media presence. A Gigya survey reveals some fascinating insights into the world of social media as of June 2013, and I’ll touch on some of these here.
Facebook is king in social media. Mark Zuckerberg’s brainchild is responsible for 52 percent of all social logins and 50 percent of shared content on social media.
There are a couple of ways to look at this. The glaringly obvious one is that Facebook gives you the most potential eyeballs on your content. Each share has the possibility to gain a greater reach and give you a better ROI. As I wrote earlier, each Facebook like is tremendously valuable and spreads your reach exponentially.
However, we can also look at this and say that with so many shares on Facebook, it is harder to gain a foothold or be noticed among so much white noise. That’s why, while Facebook can be your primary focus, you need to focus on other social networks as well.
Google made the most gains of any social competitor, and has doubled its share of logins to 24 percent this year. This data groups together a few of Google’s social networks, with the most prominent being Google+. Interestingly enough, those Google social networks only accounted for two percent of social sharing despite the increase in logins.
On the other side of that coin are Twitter and Pinterest. Twitter accounts for just four percent of all social logins, and a whopping 24 percent of all social sharing. Pinterest has a negligible percentage of social logins, but is responsible for 16 percent of all sharing.
The biggest place to utilize these numbers for businesses is the e-commerce category of the study. That category is where we see the real value of Pinterest. Again, despite accounting for a negligible percentage of social logins, the social network accounts for 41 percent of shares in e-commerce, topping even Facebook.
“Pinterest users tend to pin items that they want to purchase later or that they’ve already purchased. A number of Gigya ecommerce clients cater to largely female audiences, and so does Pinterest, which could be one reason why Pinterest has such a heavy presence in e-commerce sharing,” said John Eklaim, vice president of marketing at Gigya.
Retailers in particular can use these percentages to their advantage. When looking for the best way to get a lot of shares quickly, posting content tailored to the specific social network is the most effective strategy.
“Users see networks like Facebook and Google+ as identity networks whereas Twitter is really about syndication and that falls in line with the essence of what those networks offer,” Elkaim said. “Facebook and Google+ offer pretty robust profiles but that’s not really what Twitter was designed for. Rather, the focus is on constant sharing, not as heavily tied to identity.”
Facebook, Google+ and Twitter are your networks to truly show off the personality of your company. Be funny, be insightful, but most of all have fun. Like Elkaim says, Facebook and Google+ are identity networks, and you should utilize them as such. Even though Twitter is more for content syndication, adding in as much personality as possible in 140 characters can take your social media campaigns a long way.
To post on Pinterest, you should focus on pictures and meaningful graphics. Colorful images will get shares on the site.
It’s all about knowing your audience in advertising, and social media is no different. Different networks have different tastes, and you need to play to them to find success. A blanket social media strategy that posts the exact same content to different channels won’t set you apart.
There are many ways to Moneyball your social media, but diversifying your social presence and focusing on key areas of each network can be the easiest, and most effective.
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