Twitter and Pinterest have experienced the biggest rises in revenue per visitor (RPV) over the last 12 months, though Facebook continues to dominate the share of social referral traffic to ecommerce sites.
These findings are from Adobe's first annual Social Media Intelligence report, which looks at social media trends based on data across retail, media, entertainment, and travel websites.
Here are a few highlights from the report...
There is one Facebook page that all marketers fear (or should fear). Being featured on it can plunge a sometimes unsuspecting brand into a serious industry reputation problem.
Welcome to the Condescending Corporate Brand Page: loved, hated and completely unapologetic.
The Great British Bake Off finale achieved 156,000 tweets during its 8pm-9pm broadcast last night.
The flagship BBC2 show has also seen a steep rise in audience figures over its 2013 season, achieving 9m viewers during its finale, up from 6.5m who watched the crowning of last year’s winner.
Although an assured move to BBC1 and a 32.6% audience share is a huge success, perhaps The Great British Bake Off's greatest legacy is highlighting our changing viewing habits and how Twitter is transforming the way we watch TV.
Pinterest users follow an average of 9.3 retailers, while Pinterest shoppers in the USA are also spending on average between $140-$180 per order, compared to the $60-$80 Facebook and Twitter shoppers are spending.
The business case for investing in Pinterest is well past the tipping point. With over 70m global users, Pinterest is now the third most popular social network, and there are claims that Pinterest, in many cases, drives more sales than Facebook.
So what can your business do to engage with this rich seam of potential customers?
Analysis of Facebook advertising performance in Q3 has found that the platform has improved across numerous key performance indicators (KPIs).
It comes off the back of a strong performance in Q2, when there were also improvements across the board compared to Q1.
The data from Kenshoo shows that CPC has dropped 9% in Q3 compared to Q2, while revenue per click (RPC) has increased 1.73x.
Similarly, the average conversion rate has increased 2.36x while revenue is up 2.16x.
Hashtags are a key part of the Twitter experience as they allow users to link together otherwise disparate tweets, thereby creating conversations and streams of information around particular themes or events.
Unfortunately they have become an overused medium and are frequently used as ironic punch lines in dreadfully unfunny tweets.
In fact someone put it quite aptly when describing hashtags as the digital version of the ‘not’ joke.
And yet hashtags still have a practical use on Twitter and are an excellent marketing tool, so it came as little surprise when Facebook also enabled a similar feature a few months ago.
So considering the fact that hashtags have proven to be such an excellent tool for search and conversation on Twitter, it’s a shame that they’ve proven to be so useless on Facebook.
While picking the brands to feature in our weekly social roundups I frequently focus on major global retailers or FMCGs such as Macy's, Coca-Cola or ASOS.
As far as I can recall, the only restaurant chain I’ve looked at so far has been McDonald’s so I thought it would be interesting to highlight one of its competitors.
Newcastle-based bakery chain Greggs obviously isn’t in quite the same league as Ronald and his crew, but it’s still an interesting case study in how a fast food chain can promote itself using Facebook, Twitter, Pinterest and Google+.
Facebook has had a very busy summer.
From preparing the groundwork for a video ad service, to pushing the Facebook hashtag, the social juggernaut has been trying to convince advertisers and investors that the platform is a hotbed of viral activity, not just the world’s biggest directory of human beings.
To Facebook’s credit, it seems to be winning the battle on Wall Street, with the stock trading over 30% above its flotation price after a disastrous IPO.
However, one battle it will not win is the social television battle against Twitter.
It's that time of the week again when we take a closer look at a major brand's social strategy and on this occasion I've chosen to examine Coach.
The luxury brand has a global presence so one would assume that it has a fairly large following on social platforms.
To find out, read on for more information how Coach uses Facebook, Twitter, Pinterest and Google+. This follows on from similar posts looking at Macy's, Red Bull, ASOS and Nike.
And for more information on the brand read our review of Coach's ecommerce platform, which it launched way back in 1999...
For the latest post looking at how major brands use social networks I’ve decided to nominate Whole Foods Market.
For those who aren’t aware of the brand, Whole Foods is an increasingly popular natural and organic food store with nearly 300 locations in North America and the UK.
Social media has been an essential part of the brand’s success, so it’s a great case study for other brands to try and learn from.
This post follows on from similar articles focusing on major brands including Walmart, Macy’s, Kroger, Starbucks and Nike...