Research: Insights into sharing of links on social media

Any study of how people engage in social media is always fascinating but this study from sharethis is extremely useful in terms of insights...


Any study of how people engage in social media is always fascinating but this study from sharethis is extremely useful in terms of insights into how publishers can make use of sharing tools effectively and on which sites should they concentrate for sharing the key things in their report are:

  • Email is the most popular way of sharing links despite all the hype about other mediums.
  • Sharing is now accounting for as much as one-third of the amount of traffic driven by search
  • Engagement: Share-originated links are driving up to 50 percent more page views per unique than search. Search drives a very focused click and is still the standard for intent.
  • Twitter is still not a very popular sharing channel. Sharethis research, found that 46 percent of shares came via e-mail, 33 percent from Facebook, 14 percent from other channels such as Digg, del.icio.us, LinkedIn, etc., and just 6 percent from Twitter.
  • Clicks: Of content shared, 40 percent of clicks come from shared articles on Twitter, 35 percent of clicks come from email and other social channels, and 25 percent of clicks come from Facebook.
  • Sharethis found that Twitter is the least engaging share platform with users visiting an average of 1.66 pages when they click through to a site, while users coming in off e-mail were the most engaged, visiting 2.95 pages, and Facebook trailing closely behind 2.76 page views. Of course this varies by vertical and site

Source: Sharethis
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