The State Of Social Media First Edition

The State of
Social Media

FIRST EDITION
January 2012
Data based on US Internet browser population only.

www.compete.com • 866-633-8390 • support@compete.com

The State of Social Media
For years, industry experts and thought leaders have been advocating
for the adoption of social media as a key component of any marketing
strategy. By now, very few marketers need to be convinced. So what’s
next? How do you ensure that your social media efforts are as effective
as possible? Like any traditional marketing channel, the answers are in
the data.

The first step is to understand consumer behavior – before, during and
after their time spent using social media. Only then can you effectively
plan your campaigns, target your message and achieve optimal results.
In this report, we take a look at the numbers and analyze shifts in
behavior as it pertains to the most significant social networking sites for
marketers – Facebook, Google+, LinkedIn and Twitter.

Facebook

Unique Visitors to Facebook.com (November 2009 to November 2011)

170,000,000 Facebook is the #2 on
160,000,000 the Internet with over
150,000,000 800 million active
140,000,000
users, half of which
130,000,000
sign in everyday.
120,000,000

110,000,000

100,000,000
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Did you know that as of September 2011, Internet users were spending
14% of their total time online on Facebook? The MSN and the Myspace
of our current Internet age, Facebook has found a way to be the number
one referrer to sites simply because people are spending the most time
there. On the clear up and up, Facebook garnered over 160,000,000
unique visits in November 2011, with a growth rate of 2.47% from the
month prior and 22.75% year over year. But what does this all mean for
marketers? How can you interact with Facebook and use it to garner
traffic, cultivate new customers, and engage with existing ones? Check
out the data and analysis below to take the first step in understanding
the ins and outs of Facebook and how you might use this to your
competitive advantage.

pg.2

Keywords
Selected Keyword Referrals for Facebook.com (November 2011)
Keyword Search Referrals Share Average Time Index Total Time Index

login facebook 0.05% 2.20 5.61
yahoo mail 0.05% 2.17 5.41
craigslist 0.05% 2.17 4.60
facebook login 0.04% 2.47 5.04
fcebook 0.04% 3.15 5.99
facebook login help 0.04% 2.61 4.73
ebay 0.04% 2.61 4.68
facebook 0.04% 2.63 4.57
faebook 0.04% 2.23 3.82
wwwfacebook.com 0.04% 3.73 6.15
welcome to facebook 0.03% 1.84 3.04
acebook 0.03% 2.43 4.00
yahoo.com 0.03% 2.36 3.65
gmail 0.03% 2.42 3.72
faebook login 0.03% 2.37 3.47
youtube.com 0.03% 2.99 4.29
farmville 0.03% 2.62 3.75

We as marketers too often get tunnel vision when it comes to search
marketing. We tend to care about the keywords that we rank high in and
Facebook garnered
the ones working well in our industry. If we were to stop there, however,
we would surely miss out on many key insights tucked in Compete over 160 million
PRO’s data. Often times, when beginning to analyze a platform for
potential advertisement or marketing engagements, it’s best to examine unique visits in
which keywords have successfully driven traffic to their site, and of those
November 2011,
referrals, what percentage is Paid Share and what percentage is
Natural Share. growing 22.75%
As we can see, Facebook is seeing many referrals keywords like “yahoo
year over year.
mail”, “craigslist”, “ebay”, “yahoo.com”, “gmail”, and “youtube”, all brand
keywords not associated with their own brand. Here we uncover that
Facebook sees these companies as assets to its brand, in whatever
regard, and it feels that investing in connections between Facebook and
these sites will further its success. A marketer running a multi-channel
campaign centered around Facebook may want to start with one of
these affiliated sites as to increase the visibility of the entire campaign.
Examples of this could be sending out a complementary email campaign
linking to your Facebook page or creating a video on your YouTube
channel that you host on your Facebook page. When Facebook is
footing the bill, it’s wise to order everything on the menu.

pg.3

Referring Sites
Top Growing Site Referrals for Facebook.com (November 2011)

Site Industry Category Visits +/- +/- (%) Incoming Change in
Share (%) Share

meebo.com Messaging and Chat 925,326 702,076 314.48% 0.03% 327.54%
bestbuy.com Electronics 1,018,309 601,489 144.30% 0.03% 151.16%
toysrus.com Children & Baby Needs 864,082 480,271 125.13% 0.03% 133.05%
walmart.com Mass Merchant & 3,867,318 1,967,254 103.54% 0.12% 110.07%
Department Store
kohls.com Mass Merchant & 807,494 355,886 78.80% 0.03% 84.89%
Department Store
target.com Mass Merchant & 1,530,295 619,777 68.07% 0.05% 73.31%
Department Store
pinterest.com Specialty Portals & Search 1,721,009 626,354 57.22% 0.05% 62.13%
jcpenney.com Mass Merchant & 906,597 292,616 47.66% 0.03% 52.91%
Department Store
yellowpages.com Local Search 948,834 296,214 45.39% 0.03% 50.25%
amazon.com Mass Merchant & 6,189,302 1,868,821 43.25% 0.20% 47.79%
Department Store

Examining sites that direct visitors to Facebook is an important practice
for an online marketer looking to create social engagement with their
customers or prospects. Sites that send many referrals to Facebook
could be great examples of brands running successful social campaigns
linked with a Facebook page and thus building their engagement with
users, ultimately increasing their chances of conversion and retention.
Another situation that might be occurring is that the site is successfully
As Facebook’s
getting online users to create social chatter online via Facebook, which number one referrer
boosts the brand’s publicity.
in November 2011,
As the number one referrer to Facebook, Meebo.com is a site to watch.
As a compiler of personalized user interests, Meebo helps Internet users Meebo.com is a site
navigate through the web and share content relevant to them. With
advertising as a component of their business, it might be wise for those to watch.
looking to run a Facebook campaign to advertise through Meebo.

As we can see above, the majority of the top growing referrers are
actually retail sites. Given that this data was pulled smack dab in
the middle of the holiday season, this comes as no surprise. Instead
of making an industry vs. industry analysis, this data gives us the
opportunity to examine who across the retail industry is having success
increasing their Facebook interactions and what their methods are for
doing so.

pg.4

Also, it is interesting to note the success that an education-based
gaming site is having in connecting with Facebook users. At #11,
coolmath-games.com holds .02% of the share of site referrals to
Facebook. We often see referral connections between gaming sites and
Facebook which might inspire brands to think about creating a related
online game themselves. If you are a retailer, maybe you would want to
think about building a holiday themed game showcasing your brand or
products and sync it with Facebook for social growth and engagement.

Outgoing Traffic
Top Growing Site Destinations for Facebook.com (November 2011)
Destination Site Industry Category Monthly Outgoing Share Change in Share

walmart.com Mass Merchant and Department Store 0.20% 82.42%
wizard101.com MMORPG Games 0.08% 79.50%
pinterest.com Specialty Portals and Search 0.16% 55.51%
target.com Mass Merchant and Department Store 0.07% 53.80%
amazon.com Mass Merchant and Department Store 0.35% 39.73%
blogspot.com Blogging Services 0.37% 11.53%
wooga.com Online Leisure Gaming 0.09% 10.31%
instagr.am Free Software/Downloads/AddIns 0.06% 9.63%
godvine.com
Think of Facebook
Videos 0.15% 6.70%
twitter.com Personal Networking 1.31% 3.42%

Since Facebook is the #2 site on the Internet with over 800 million
as a giant pond
active users, half of which sign in everyday, it is extremely important for filled with fish
marketers to understand how their brands can integrate genuinely and
successfully into this social powerhouse. As an online marketer, how are and your online
you going to meet your customers and potential customers where they
spend the most time and furthermore, how are you going to then entice
marketing strategy
those users to make your page the next stop in their session? Think as the fishing pole
of Facebook as a giant pond filled with fish and your online marketing
strategy as the fishing pole and lure. If you’re Wizard101.com, Pinterest, and lure.
Blogspot, Wooga, or Insta.gram, you’re either new to the neighborhood,
upgraded your equipment last month, or changed your technique. If
you’re Walmart, Target, or Amazon, maybe it’s just the perfect season
for you.

Since blogging service websites such as Blogspot (Destination #6) and
Tumblr (Destination #12) have seen recent success in referrals from
Facebook, think about starting a company blog if you haven’t already.
Since Facebook is home to short status updates, it gives to reason that
the syndication of more engaging content—like blog posts—would do
well to drive traffic to your site from Facebook. If you already have a
blog, don’t forget to incorporate Facebook share buttons and regularly
share your own content across company pages.

pg.5

At #8, Instagr.am is, at its core, efficiently and simplistically integrated
into various social channels. Increasing in popularity and referrals from
Facebook, Insta.gram site isn’t even home to the application. Users on
the site are redirected to the App Store in order to utilize the program. It
becomes apparent that users are interested in documenting their lives
visually in real time. As an online marketer, you may want to create an
Insta.gram account yourself and document daily life at your office, your
city, and industry related events. Also, you could host an Insta.gram
contest based on a relevant theme and promote this heavily through
your business’s Facebook page.

Google+

Unique Visitors to plus.google.com in the US (June to November 2011)

16,000,000

14,000,000

12,000,000

10,000,000 Just months
8,000,000 after launching,
6,000,000
Google+ saw
nearly 15 million
4,000,000

2,000,000

0
unique visitors in
November 2011.
Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11

(US only)
Launched June 28, 2011 as an “invitation only” social platform, the
world waited with anticipation to see just how “circles,” “hangouts,” and
“sparks” might change the social media game. Marketers jumped over
to the drawing board to see just how they could pioneer themselves
with this new tool to a more engaged and bountiful social horizon. While
much is still left up to the imagination, the launch of brand Google+
Pages on November 7, 2011 has cut out an official place for online
marketers to set up shop and continue to promote their brands and
engage with potential customers in new and evolving ways. The fact
that Google+ is so young makes our analysis of how people are getting
to the social site and where they are going all the more exciting. Let’s
check it out!

pg.6

Keywords
Keyword Referrals for Plus.Google.com (November 2011)
Destination Site Number of Referrals

google plus 40,259
google 30,919
google+ 16,804
google + 5,131
billy rios 4,854
gmail 4,665
google.com 4,550
beau hayden 4,395
boulton hayden 4,029
googleplus 3,540

Although most of the top keyword referrals are naturally associated with
the Google+ brand, we noticed a fair share of proper names in the top
search terms, leading us to believe that much like LinkedIn, Google+
will be heavily focused on personalization. We are also eager to see in
the coming months whether or not there will be an increase of search
terms with “+” tacked on, given the new functionality to search “NAME/
BRAND NAME +” in Google and be automatically redirected to the given
Google+ page. Marketers should be aware of the unique integration of Marketers should
their Google+ pages into the Google search algorithm.
be aware of the
Referring Sites unique integration of
Top Growing Site Referrals for Plus.Google.com (November 2011)
Destination Site Change in Share Google+ pages into
inman.com 200.83%
1800petmeds.com 200.64%
the Google search
oyez.org
daringfireball.net
199.84%
199.70%
algorithm.
10starmovies.com 199.56%
datpiff.com 199.18%
poolsupplyworld.com 199.13%
dailydealspanel.com 198.95%
ew.com 198.81%
lycos.com 198.66%

In the first 6 months of Google+, brands have tried to figure out how and
why they are going to get people to interact with their Google+ pages.
Given that Pages were just released this past November, this data is
perhaps the most telling for brands because it shows who has increased
their referrals to Google+ the most since the addition. Companies on
the list above might be successful in directing users to their Google+
page by inviting them to a hangout or other social campaign, or maybe
they are good at getting others to share their content on Google+, with
perhaps a prominent Google+ share button.

pg.7

Outgoing Traffic
Top Site Destinations for Plus.Google.com (November 2011)
Destination Site Number of Referrals

google.com 202,698,646
facebook.com 19,064,380
youtube.com 8,122,006
yahoo.com 6,726,803
aol.com 3,398,454
msn.com 2,794,464
amazon.com 2,378,276
sparkpeople.com 2,365,293
lowes.com 2,283,122
blogspot.com 2,281,328

How are marketers capitalizing on an engaging Google+ Page and
converting visitors into leads? We took to our destination data to see
which sites people were going to after Google+ in month of November.
Unsurprisingly, we see that many of the top sites are also in the top
destinations from Google+. That piece of data isn’t insignificant by any
means; it just reinforces the idea that as a company you should have
a strong presence on the top players in the social media game so that
there is a chance to build upon the relationship you’re forming with users
at every step of their browsing session.

Aside from this, we see that Amazon.com, Sparkpeople.com, and It’s time to start
Lowes.com are all retailers that Google+ has redirected visitors to. It
would be interesting to research the kinds of campaigns and strategies utilizing the Google+
these companies may be implementing in order to cultivate traffic from
Google+. In addition, Blogspot.com is an interesting destination, as
share button.
we may infer that syndicating blog content through Google+ is an
effective tactic.

pg.8

LinkedIn

Unique Visitors to LinkedIn.com (November 2009 to November 2011)

30,000,000

25,000,000

20,000,000

15,000,000

10,000,000

5,000,000

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LinkedIn, the social network for professionals, has been growing steadily Se

since it was created, and following a nearly $8 billion IPO this spring,
has seen even more rapid growth. Garnering roughly 25,000,000
unique visitors in November 2011, LinkedIn is clearly a social force to be
reckoned with and should not be discounted by their larger competitors. As of November 2011,
Advertisers have a great market available to them with LinkedIn; as of
November 2011, 58% percent of the visitors to LinkedIn.com made
58% of visitors to
over $60k and 30% made over $100k! How will LinkedIn factor into your LinkedIn.com made
competitive intelligence strategy? Read on to find out!

Keywords
over $60k and 30%
Keyword Referrals for LinkedIn.com (November 2011) made over $100k.
Keyword Search Paid Share Natural Average Time Total Time
Referrals Share Index Index
Share

weyland chan 0.02% - - 0.35 0.04
james barney shaw 0.02% - - 0.18 0.02
michelle chen odwalla 0.02% - - 0.84 0.09
edward mugits 0.02% - - 2.3 0.25
kurt meyer seattle 0.02% - - 17.05 1.77
george kottayil 0.02% - - 1.12 0.11
acuson and sales rep 0.02% - - 4.3 0.43
and los angeles
odwalla accountant 0.02% - - 0.3 0.03
jim del ciello 0.02% - - 5.78 0.56
salarius pharmaceuticals 0.02% - - 2.53 0.24
james stoodt 0.02% - - 2 0.19
link in 0.02% 0.00% 100.00% 1.23 0.11
linkedln 0.02% 79.99% 20.01% 1.97 0.18
norma jeanne sewell 0.02% - - 1.08 0.1
susan cook, texas 0.02% - - 1.35 0.12
stella and dot tax analyst 0.02% - - 1.02 0.09
alex legrande 0.02% - - 11.28 0.99
french vocabulary 0.02% - - 0.02 0

pg.9

As opposed to Facebook’s referrals, which come mostly from countless
misspellings of their brand name, LinkedIn’s keywords tell a more
personal story. Instead of searching for brands and companies, people
seem to be searching for specific names when they arrive at LinkedIn.
com. One potential option for marketers to take advantage of this
trend is to communicate more with customers through LinkedIn.
Like Facebook, LinkedIn gives marketers the advantages of talking
to someone who is using his or her real name, but Facebook’s users
are less likely to be interested in B2B products, simply because their
age range is much wider and many people consider their Facebook
accounts to be too personal to deal with a slew of marketing materials.
Researching and connecting with prospects with LinkedIn is a great way
to personally tailor your sales and marketing messages for individuals.

Referring Sites
Top Growing Site Referrals for LinkedIn.com (November 2011)
Share (%) Share

workinretail.com Job Search 26,977 17,982 199.91% 0.04% 223.85%
michaelhartzell.com Miscellaneous 20,237 12,758 170.58% 0.03% 194.44%
walmart.com Department Store 31,739 19,790 165.62% 0.04% 188.89%
jacquielawson.com E-cards 19,313 11,739 154.99% 0.03% 178.02%
organizationdirect. Miscellaneous 28,243 17,058 152.51% 0.04% 174.07% Keywords driving
com
mevio.com Videos 16,439 9,774 146.65% 0.02% 168.75% traffic to LinkedIn
woot.com Coupon and Bargain 20,445 11,595 131.02% 0.03% 150.47%
Search
are personal—most
freeze.com Miscellaneous 17,895 10,083 129.07% 0.02% 148.94%
cbsnews.com News: World 17,450 9,778 127.45% 0.02% 146.24% are specific people’s
newegg.com Electronics 19,210 10,259 114.61% 0.03% 133.33%
names.
The holiday season officially begins in November for most retailers, but
LinkedIn may have also seen some interesting holiday-style use this
year. The social network has seen a large rise in referrals from retail sites
since October 2011, perhaps due to people looking for seasonal holiday
work at retail stores. Add into the mix sites like Woot.com and NewEgg.
com, and It may be a safe bet that people are starting to use LinkedIn
as a primary social network—including both personal and professional
needs—and sharing deals and products with their LinkedIn connections.
Marketers should consider using LinkedIn to promote B2C and B2B
products through advertising and other promotions. As mentioned
above, LinkedIn is a great tool to personalize marketing campaigns for
your customers and prospective clients and staying current with how
potential customers use social media outlets like LinkedIn is a critical
component of how they will buy what you’re selling.

pg.10

Outgoing Traffic
Top Growing Site Destinations for LinkedIn.com (November 2011)
Destination Site Industry Category Monthly Outgoing Change in Share
Share

indiatimes.com General Portals and Search 0.06% 143.14%
businessweek.com Magazines: Business 0.08% 134.17%
synacor.com Business 0.07% 60.51%
hootsuite.com Personal Networking 0.10% 54.11%
businessinsider.com News: Business 0.31% 51.38%
jobs-ups.com Job Search 0.97% 48.72%
tumblr.com Blogging Services 0.08% 45.93%
snagajob.com Job Search 0.06% 44.49%
ups.com Freight and Storage 0.09% 43.36%
cnet.com Shopping Search 0.06% 42.56%

As noted above, it seems like the more users that join LinkedIn, the
more that it’s becoming a social network like Facebook rather than
exclusively professional focused. By the increase in news sites getting
traffic from LinkedIn, it’s pretty clear that people are sharing interesting
articles with their co-workers and friends. Additionally, as the growth of
Tumblr.com has exploded in recent months, people seem to be using
LinkedIn as an outlet for sharing their personal blogs in addition to
business focused ones. For marketers, in similar fashion to how they
are using Facebook, should be starting to see LinkedIn as a personal
The line between
platform as well. personal and
professional
Twitter networking is
blurring.
Unique Visitors to Twitter.com (November 2009 to November 2011)

40,000,000

38,000,000

36,000,000

34,000,000

32,000,000

30,000,000

28,000,000

26,000,000

24,000,000

22,000,000

20,000,000
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pg.11

With their recently announced brand pages and expansion of promoted
tweets and users, Twitter is becoming a more valuable marketing tool
than ever before. By the explosive growth seen on the chart above, it’s
clear that Twitter is not going anywhere and brands should absolutely
consider making Twitter a part of their marketing strategies if they
haven’t already. With over 140 million tweets sent every day, Twitter is
becoming an invaluable component of any content marketing strategy.

Keywords
Keyword Referrals for Twitter.com (November 2011)
Keyword Search Paid Share Natural Share Average Time Total Time
Referrals Share Index Index

kim kardashian twitter 0.09% 0 1 0.65 0.25
kamron mostofi twitter 0.09% 0.0477 0.9523 0.16 0.06
justin bieber 0.09% 0.0089 0.9911 0.96 0.34
justin bieber twitter 0.08% 0 1 0.45 0.15
india westbrooks 0.08% - - 0.76 0.25
jsarge10 on twitter 0.08% - - 0.21 0.07
leann rimes 0.07% 0 1 2.58 0.8
hatecheaters23 0.07% - - 2.81 0.87
twitter home page 0.07% 0 1 3.07 0.94
www.facebook.com 0.07% 0 1 0.52 0.16
channinbaby 0.07% - - 1.04 0.3 With over 140
sam khan twitter 0.07% - - 0.61 0.17
kingjughead 0.07% - - 0.08 0.02
million tweets every
kim kardashian
kasey mann
0.07%
0.07%
0
0
1
1
0.4
0.34
0.11
0.09
day, Twitter is an
brandi glanville 0.06% - - 2.08 0.56
invaluable part of any
twiiter 0.06% 0 1 1.16 0.31
ashley spivey on twitter 0.06% - - 1.75 0.47 content marketing
Searching for celebrities is one of the most important search drivers to strategy.
Twitter. Twitter handles in the top 30 search referrals reveal names like
Chris Brown, Kim Kardashian, Taylor Swift, Leann Rimes, and Justin
Bieber. This is important to note for marketers as celebrity partnerships
with their brands may be a viable option to drive even more traffic. With
the additional promotion of these Twitter power users, and even minor
celebrities, brands will likely see a lift in interest to their websites. Also
interesting to marketers is that some celebrity keywords like “justin bieber”
are paid for by Twitter. They certainly know who their power users are, and
by using competitive intelligence tools like Compete PRO, marketers can
see who Twitter is trying to promote and take advantage of that.

pg.12

Referring Sites
Top Growing Site Referrals for Twitter.com (November 2011)
Share (%) Share

crackle.com Videos 49,354 32,791 197.98% 0.02% 185.88%
mevio.com Videos 1,160,557 762,280 191.39% 0.57% 181.50%
ehow.com Dictionary/Thesaurus/ 125,373 74,157 144.79% 0.06% 136.78%
Encyclopedia
whitepages.com Local Search 88,852 51,723 139.31% 0.04% 131.75%
theboot.com Music 43,821 24,371 125.30% 0.02% 118.18%
bestbuy.com Electronics 76,006 41,152 118.07% 0.04% 110.67%
aarp.org Geriatrics 44,325 22,930 107.17% 0.02% 100.00%
yuku.com Personal Networking 85,962 44,076 105.23% 0.04% 98.13%
cnet.com Shopping Search 132,272 66,715 101.77% 0.07% 95.21%
polyvore.com Fashion and Style 42,665 20,294 90.72% 0.02% 84.21%

As we’re sure you’ve guessed, Twitter is a great place for people to
share multimedia content, and the list of site referrals to Twitter.com
certainly reflects that. By producing more unique content, marketers
are sure to appeal to Twitter users who are likely to share that content
with their peers. Videos are of particular interest to Twitter users, and
driving more traffic to Twitter than ever before. Content marketers
should start to consider videos to be an important part of their content
strategies and become more involved with popular platforms like
YouTube, Crackle, and Mevio. Content marketers
Outgoing Traffic take note: Twitter
Top Growing Site Destinations for Twitter.com (November 2011)
Destination Site Industry Category Monthly Outgoing Share Change in Share
has become a
tmblr.co
meebo.com
Miscellaneous
Messaging and Chat
0.08%
0.06%
817.78%
262.05%
media haven.
mevio.com Videos 0.42% 232.05%
cafemom.com Personal Networking 0.08% 138.82%
hulkshare.com Music/Video 0.07% 67.65%
File Sharing
pinterest.com Specialty Portals 0.12% 48.61%
and Search
celebuzz.com Entertainment and Celebrity 0.13% 47.54%
Blogs
instagr.am Free Software/Downloads/ 0.70% 40.80%
AddIns
soundcloud.com Music/Video File Sharing 0.06% 28.89%
livejournal.com Blogging Services 0.13% 26.06%

Similar to incoming referrals, destination sites are primarily populated
with multimedia, specifically videos and music. Again, a great way for
marketers to take advantage of this is to develop a more robust content
strategy to include videos and music. One of the most interesting
increases in change in share is Pinterest. What was—only a few months
ago—a small social aggregation site has developed into what is sure to
soon be a social media powerhouse. Marketers should be encouraging
the use of Pinterest by their customers to aggregate content and jump on
the Pinterest train while they can still be seen as an innovative social site.
pg.13

About Compete
Compete, a Kantar Media company, helps the world’s top brands
improve their marketing based on the online behavior of millions of
consumers. Leading advertisers, agencies and publishers rely on
Compete’s products and services to create engaging online experiences
and highly profitable advertising campaigns. Compete’s online panel —
the largest in the industry — makes the web as ingrained in marketing
as it is in people’s lives.

Become a fan on Facebook

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This report is part one of a series that will take you inside the most important
channels available to marketers and shed light on how and why changes in
consumer behavior should influence our approach to marketing. Stay tuned for
the next update!

pg.14

The State Of Social Media First Edition

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