“One of our critical objectives is to help our clients lure traffic from social media to their web sites, where visitors can be engaged directly,” explained Voices Heard Media’s founder and CEO Will Overstreet. “Share rates and content-to-share ratios help us understand what content and applications are most effective at doing that as well as gauging overall user engagement.”
Despite the importance of this data, few web publishers have been willing to share their internal data. Thus, Voices Heard Media analyzed data from events on its EventBox user engagement application during second quarter of 2011. The events were chosen according to specific vertical audiences but among different sizes of web publishers. The key results are:
- The average share rate across all events was 0.15%
- Share rates varied widely by audience:
o Sports averaged 1.80%
o Entertainment averaged 0.17%
o Music averaged 0.66%
o Lifestyle averaged 0.46%
o Automotive and machinery averaged 0.002%
- The highest share rates (averaging 1.90%) were seen on smaller events on local news stations (television and radio), indicating that geographically-
- There were no differences in share rates between large and small sites; what made a difference was the quality of content and its relevance to that audience.
From the data, VHM concludes that events targeting women tend to be shared on Facebook while events with a largely male audience tend to vary in their shares, but Twitter is usually dominant. More details will be released soon.
For more information, please email mbushell@
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About Voices Heard Media
Founded in 2007 by former NFL player and broadcaster Will Overstreet, Voices Heard Media is the leader in multi-platform user engagement tools. Our Engagement Engine technology platform powers a suite of embeddable applications that spark engagement and build communities on your site -- and across mobile and social platforms. For more information, please visit www.VoicesHeardMedia.com.