Social Signals: Status Quo – Part 2

Johannes Beus
Johannes Beus
3. July 2015
Johannes Beus
Johannes Beus
Johannes Beus ist Gründer und Geschäftsführer von SISTRIX.
Yesterday, in the first part of the blog post, we talked about general statistics, summarizing the data for the big social networks. Today, we will focus on the particularities and abnormalities. More specifically, we will look at which domains are especially successful, how are the networks different from each other and what type of content works well, not just once but regularly? The first analysis looks at domains with high social-signal numbers for many different URLs (and thereby different pieces of content). I evaluated those URLs that have at least a few interactions in each of the five networks. I also excluded the homepages and only looked at sub-pages, while actually keeping an eye for the standard deviation. Here are the top 20:
DomainØ Signals per Artikel
youtube.com608.426
tickld.com482.404
godvine.com346.947
upworthy.com188.094
skinnytaste.com155.664
collegehumor.com95.502
iflscience.com95.226
buzzfeed.com91.360
mic.com85.979
theoatmeal.com85.947
dailykos.com80.321
thedodo.com79.719
dangerousminds.net50.908
huffingtonpost.com48.050
marthastewart.com47.609
huffingtonpost.ca46.156
apple.com38.576
today.com37.718
gawker.com37.495
vox.com36.916

YouTube is leading the pack by quite the margin. Aside from that, there are two abnormalities: for one, only English language content appears in the top 20. It seems that the ability to continuously create content which generates high interaction numbers on many networks is something where other countries are not yet advanced enough to get into the top spots. The other peculiarity that catches the eye is that there are no “offline world” players on the list. It looks like classic publishers have not yet adopted this knowledge.

While we can refer to Facebook, Twitter and Google+ as “general-interest networks”, which are directed at the entire population, we get a somewhat different picture for LinkedIn and Pinterest. Due to this, I next looked at domains which are clearly more successful in both of these networks. The percentage behind each domain shows how many percent of the social-signals from each network come from sub-pages on the domain:

PinterestLinkedIn
sincerelyjules.com (100%)oecdbetterlifeindex.org (90%)
indulgy.com (100%)pharmatimes.com (88%)
short-haircut.com (100%)deloitte.com (71%)
weddingbee.com (98%)capgemini.com (70%)
makeit-loveit.com (95%)accountingweb.co.uk (63%)
marthastewartweddings.com (95%)itworld.com (63%)
burdastyle.com (94%)technet.com (62%)
skinnytaste.com (93%)gartner.com (61%)
remodelista.com (88%)mckinsey.com (56%)
101cookbooks.com (86%)ogj.com (54%)
keeperofthehome.org (86%)ifttt.com (52%)
alldayidreamaboutfood.com (85%)finextra.com(52%)
weheartit.com (82%)strategy-business.com (50%)
momswhothink.com (81%)informationweek.com (48%)
allrecipes.com (76%)emarketer.com (48%)

Both Pinterest and LinkedIn prove all their prejudice to hold true. While Pinterest is mainly about fashion, furniture, weddings and food, we get a large number of consultants and IT nerds on pages with a high share of LinkedIn interactions. These two networks can therefore be very valuable for websites with the corresponding target-audiences and will often outperform Facebook.

Finally, I want to show you a few examples of successful content types that show up in the list of URLs with the most social signals, over and over again:

This is it for now with our Toolbox analysis on the basis of 100 billion social signals. By the way: the Social-Media module is included in every Toolbox account for free, and contains features such as Content Discovery, which are not only useful to SEOs.

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