Social Signals: Status Quo – Part 1

Johannes Beus
Johannes Beus
Johannes Beus ist Gründer und Geschäftsführer von SISTRIX.
With the Social-Signals module in the Toolbox, we have now surpassed the threshold of 100 billion evaluated social signals. This is a good opportunity for a deeper analysis of the data. We monitor interactions on the following networks: Twitter, Facebook, Google+, LinkedIn, and Pinterest. Let's start with the analysis of the share that these networks actually have of the sum of all measured socials signals:

Unsurprisingly Facebook has a huge lead. Almost three quarters of all signals found have been for Facebook. This is a remarkable market share, especially in light of the background that, in our experience, Facebook is especially adept at rapidly removing fake likes, comments, and shares. Google+ follows in second place with 18%. Even though, at first glance, these numbers do not match the regular reports of the ghost town that Google+ is supposed to be, there is an explanation for this: while the other networks only measure actual interactions of the user with a URL, Google is apparently a bit more relaxed on the subject and considers everything that could even slightly be interpreted as “showing an interest” to be a +1. This is especially noticeable for homepages. Spiegel Online only has 54,885 likes for the homepage, but 542,418 Google+ interactions – starkly disproportionate to all other interactions, as can also be seen in the following chart. In third place we have Twitter with 6% of all interactions, followed by Pinterest with 3% and LinkedIn with 1%.

In the following analysis, I looked at the percentage of social signals that went to sub-pages of a domain and those directed at the domain’s homepage:

We can quickly make out a dichotomy here: both Facebook, as the biggest, and LinkedIn, as the smallest network in numbers, show a strong use of sub-pages. I could imagine that this reflects how real humans interact with content: the interesting, share-worthy content is normally a rare find on the domain’s homepage. With Pinterest, Google+, and especially Twitter, the numbers strongly differ from this assumption. Especially on Twitter we can see that tweets which are obviously created by bot-networks are included in the official tweet figures of a URL, without being filtered out, and that there is no effective quality control.

In the next table, I will have a look at the usage of the networks in five large European countries. I decided to show the information in table form, as a diagram can quickly become confusing when it uses such a large amount of data:

 FRITDEUKES
Facebook88,0%87,4%87,1%66,9%65,3%
Google+7,5%9,9%9,6%18,1%24,4%
Twitter3,3%2,2%2,4%12,3%9,3%
LinkedIn0,5%0,3%0,6%0,5%0,4%
Pinterest0,8%0,3%0,2%2,2%0,6%

France, Italy, and Germany are Facebook countries: an almost identical Facebook share in these three countries stands against a far less frequent Facebook use in the United Kingdom and Spain, where Twitter and Google+ are a lot more represented.

Seeing how the official German labour standards only allow for a maximum of three data filled pieces of information at temperatures above 35°C, I will have to stop for now and show you the rest of the data tomorrow. Then, we will talk about domains and the data that stood out the most.

Related posts
Comments
Comments will be closed 30 days after the post was published.