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Humanizing Social Networks: Revealing the People Powering Social Media


Compete: Top 25 Social Networks

Social Networks are among the most powerful examples of socialized media. They create a dynamic ecosystem that incubates and nurtures relationships between people and the content they create and share.

As these communities permeate and reshape our lifestyle and how we communicate with one another, we’re involuntarily forcing advertisers and marketers to rapidly evolve how they vie for our attention.

Facebook, MySpace, Twitter, Yelp, and other online communities transformed the regimen and practice of marketing “at” people into an opportunity to engage and interact with us – on our terms. It is the zeitgeist of socialized media and it’s manifesting into an obsession for branding, advertising, “viral,” marketing, and communications experts and professionals worldwide.

But, the people who define each network are reticent to the hollow attempts of faceless friending and in-network marketing. Many businesses are building social channels to broadcast messages in a one to many, top-down practice that not only prevents relationship building, but impedes any hope of cultivating communities and empowering brand ambassadors.

As marketers, it’s your responsibility to peel back the layers of each network to observe and eventually interact with the very people you wish to reach. Each network possesses a vibrant culture and ecosystem that is powered by context and connected by influential social graphs.

While nothing beats anthropological fieldwork and observation, let’s take a look at numbers behind the top social networks to get a better picture of network engagement and user demographics. Remember, it’s how you interpret these numbers combined with an understanding of the real world needs and experiences of the people you’re attempting to engage that determines the success or failure of your social media program. They are not demographics, they are not statistics, they are not avatars, nor are they waiting with baited breath for you to friend or market at them and their network friends. This data represents whole numbers and is not representative of the individuals that are looking for resources and guidance, and in turn, will help you participate as a community member, and not as a traditional marketer.

So, how will you use this information to engage more effectively and genuinely?

Unique visitors provided by compete. All remaining numbers provided by Google Ad Planner.

Facebook

30-day traffic, Country, Worldwide

Unique Visitors – 73 M, 250 M
Reach – 31.5%,18.1%
Page views – 22 B, 84 B
Total visits – 1.5 B, 4.5 B
Avg visits per visitor – 21,18
Avg time on site – 1100s, 1200s

Gender

Age

Household Income

Children in Household

Education

Twitter

30-day traffic, Country, Worldwide

Unique Visitors – 5.1 M, 13 M
Reach- 2.2%, 1.0%
Page views – 410 M, 660 M
Total visits – 52 M, 90 M
Avg visits per visitor -10, 6.9
Avg time on site – 780s, 740s

Gender

Age

Household Income

Children in Household

Education

Flickr

30-day traffic, Country, Worldwide

Unique Visitors -21 M, 81 M
Reach – 9.2%, 5.9%
Page views – 960 M, 2.7 B
Total visits – 80 M, 230 M
Avg visits per visitor – 3.8, 2.80
Avg time on site – 480s, 520s

Gender

Age

Household Income

Children in Household

Education

Digg

30-day traffic, Country, Worldwide

Unique Visitors – 7.5 M, 21 M
Reach – 3.2%, 1.5%
Page views – 190 M, 310 M
Total visits – 41 M, 68 M
Avg visits per visitor – 5.5, 3.2
Avg time on site – 460s, 430s

Gender

Age

Household Income

Children in Household

Education

Mixx

30-day traffic, Country, Worldwide

Unique Visitors – 1.2 M, 6.8 M
Reach – 0.5%, 0.5%
Page views – 8.3 M, 26 M
Total visits – 2.7 M, 8.4 M
Avg visits per visitor – 2.2, 1.20
Avg time on site -170s, 180s

Gender

Age

Household Income

Children in Household

Education

MySpace

30-day traffic, Country, Worldwide

Unique Visitors – 67 M, 130 M
Reach – 28.9%, 9.4%
Page views – 47 B, 57 B
Total visits – 1.3 B, 1.7 B
Avg visits per visitor -19, 13
Avg time on site – 1500s, 1400s

Gender

Age

Household Income

Children in Household

Education

Ning

30-day traffic, Country, Worldwide

Unique Visitors – 4.2 M, 13 M
Reach – 1.8%, 1.0%
Page views – 280 M, 600 M
Total visits – 21 M, 47 M
Avg visits per visitor – 4.9, 3.6
Avg time on site – 820s, 840s

Gender

Age

Household Income

Children in Household

Education

LinkedIn

30-day traffic, Country, Worldwide

Unique Visitors -11 M, 26 M
Reach – 4.8%, 1.9%
Page views – 500 M, 880 M
Total visits – 48 M, 84 M
Avg visits per visitor – 4.4, 3.2
Avg time on site – 560s, 550s

Gender

Age

Household Income

Children in Household

Education

Viddler

30-day traffic, Country, Worldwide

Unique Visitors – 350 K, 1 M
Reach – 0.2%, 0.1%
Page views – 3.8 M, 7.4 M
Total visits – 960 K, 2 M
Avg visits per visitor – 2.80, 2
Avg time on site – 580s, 520s

Gender

Age

Household Income

Children in Household

Education

Scribd

30-day traffic, Country, Worldwide

Unique Visitors – 4.3 M, 31 M
Reach -1.8%, 2.3%
Page views- 26 M, 130 M
Total visits – 9.2 M, 41 M
Avg visits per visitor – 2.1,1.3
Avg time on site – 260s, 310s

Gender

Age

Household Income

Children in Household

Education

Upcoming.org (these stats need verification)

30-day traffic, Country, Worldwide

Unique Visitors – 3.3 K, 7 K
Reach – 0.0%, 0.0%
Page views -11 K, 22 K
Total visits – 5.8 K, 11 K
Avg visits per visitor – 1.8, 1.5
Avg time on site -100s, 120s

Gender

Age

Household Income

Children in Household

Education

Delicious (Factor the switch from del.icio.us to delicious.com)

30-day traffic, Country, Worldwide

Unique Visitors – 1.4 M, 5.2 M
Reach – 0.6%, 0.4%
Page views – 26 M, 68 M
Total visits – 6.2 M, 16 M
Avg visits per visitor – 4.4, 3.2
Avg time on site – 380s, 410s

Gender

Age

Household Income

Children in Household

Education

Ustream

30-day traffic, Country, Worldwide

Unique Visitors – 4.8 K, 11 K
Reach – 0.0%, 0.0%
Page views – 23 K, 36 K
Total visits – 16 K, 27 K
Avg visits per visitor – 3.3, 2.40
Avg time on site – 290s, 240s

Gender

Age

Household Income

Children in Household

Education

Qik

30-day traffic, Country, Worldwide

Unique Visitors – 91 K, 240 K
Reach – 0.0%, 0.0%
Page views – 1.1 M, 2.1 M
Total visits – 230 K, 500 K
Avg visits per visitor – 2.6, 2.1
Avg time on site – 420s, 420s

Gender

Age

Household Income

Children in Household

Education

Friendfeed

30-day traffic, Country, Worldwide

Unique Visitors – 520 K, 2.2 M
Reach – 0.2%, 0.2%
Page views – 11 M, 37 M
Total visits – 2.3 M, 7.6 M
Avg visits per visitor – 4.4, 3.4
Avg time on site – 540s, 560s

Gender

Age

Household Income

Children in Household

Education

Docstoc

Unique Visitors – 690 K, 1.8 M
Reach – 0.3%, 0.1%
Page views – 5.1 M, 10 M
Total visits – 1.3 M, 2.6 M
Avg visits per visitor, 1.9, 1.5
Avg time on site – 290s, 300s

Gender

Age

Household Income

Children in Household

Education

Yelp

Unique Visitors – 6.7 M, 8.1 M
Reach – 2.9%, 0.6%
Page views – 89 M, 97 M
Total visits – 19 M, 20 M
Avg visits per visitor – 2.80, 2.5
Avg time on site – 360s, 350s

Gender

Age

Household Income

Children in Household

Education

YouTube

Stats are not readily available. Information sourced from Quantcast.

YouTube has in excess of 258 million users, half of which visit at least weekly.
An average of 100 million videos are viewed every day. Comscore estimates the number of uploaded videos at 5 billion. Wikipedia states that 13 hours of video is uploaded to YouTube every minute.

Related Posts on PR 2.0:

Are Blogs Losing Authority to the Statusphere?
Social Networks Now More Popular than Email; Facebook Surpasses MySpace
BackType Connects the Conversation Graph
Tracking Brands on Twitter to Improve How You Listen and Engage
Top Trends and Apps: How Do People Use Twitter?
The Ties that Bind Us – Visualizing Relationships on Twitter and Social Networks
Make Tweet Love – Top Tips for Building Twitter Relationships
The Battle for Your Social Status
Twitter Tools for Communication and Community Professionals
Is Twitter a Viable Conversation Platform
Is FriendFeed the Next Conversation Platform
The State of Social Media
The Social Revolution is Our Industrial Revolution
The Social Media Manifesto
– Free ebook: The Essential Guide to Social Media
– Free ebook: Customer Service, The Art of Listening and Engagement Through Social Media

23 COMMENTS ON THIS POST To “Humanizing Social Networks: Revealing the People Powering Social Media”

  1. Elle Ferrer says:

    Great article, Brian!

  2. Brian Solis says:

    Thank you Elle!

  3. Annalise says:

    Great and informative article. Another great social network is http://www.hoponthis.com; they reward members for using the site, but otherwise it is similar to other social networks.

  4. Shawn Morton says:

    How appropriate that the Digg audience’s age chart looks like it is flipping us all off. I get that same feeling every time I visit 😀

  5. Junior says:

    You’re forgetting an important metric. In Nov of 08, the economy FULLY began tanking. Of course these sites have seen a jump… more people at home with nothing better to do.

  6. Dan says:

    Fascinating stats, thanks Brian. Amazing that MySpace is the only social network to be taking such a nosedive with unique visitors – even though it’s up there in second place. It shows how much it’s being left in the past by fresh, versatile networks like Twitter and Ning.

    Of course, MySpace is plagued by spam and negative stigma, but surely the boffins at NewsCorp must be able to salvage the brand somehow? For me, its music community is the strongest part of the offering.

    Clearly users are getting bored with MySpace, and finding more satisfaction elsewhere.

  7. Dowell Taggart Team says:

    This information doesn’t surprise me. 2 years ago I used Myspace as a way to communicate with friends. I then had a few friends start using FB, so then I switched over. It started as a friend find and communication source with current friends. Over the past 6 months it has grown into an awesome business networking tool. It has taken the place of Myspace and Linkedin.

  8. The Ash Mac says:

    This article is great! It’s so weird to think how much these social networking sites have exploded in the past 5 years and are still constantly changing. Do you think MySpace will continue to decline, fold, or somehow make a comeback?

  9. Maria Tseng says:

    Great data, but can be enhanced with a few hours of analysis. Will you be giving conclusions in a future post, such as the impact of demographics, economic conditions, company strategy, market trends, technology… other factors?

    Seems like Delicious made a step change in traffic — why?

    I want to know what you think.

    (BTW, maybe semi-log graphing would make the data more easily comparable?

  10. Bronzi says:

    All social networks are good. If you want to connect to your friends and family or get your business out there to be known.  You also learn a lot about how other people are living their lives and their interest. Although, they are changing to the sign of the times, they are still a great way to communicate with others. Bronzi’s Web Gift Store http://www.bronziwebgiftstore.com/

  11. Well , the view of the passage is totally correct ,your details is really reasonable and you guy give us valuable informative post, I totally agree the standpoint of upstairs. I often surfing on this forum when I m free and I find there are so much good information we can learn in this forum!
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  12. RyderChadwick says:

    It's a paradox that the more people stay on social platforms, the less social life they have. I'm not talking about communication, I'm saying they don't go out anymore to relax at a cup of coffee, or to just sit on a bench while discussing with the dear ones. For me, visual contact is important. I like to look someone in the eyes when I am having a conversation. Me and my best friend, Aaron DelSignore, never speak on Facebook, even though we have our ID's.

  13. moncler jas says:

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  14. door handles says:

    This really does show the scael of the market that facebook has been able to get a foothold of and penetrate! I think any aspiring network could learn a lot from how they have got this right!

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