Many people talk about how Social Media platforms are great ways to promote and distribute content. In particular, there has been a lot of buzz around tapping social newsfeeds, or streams.
Today, I ran a simple test using bit.ly to test the power of peer recommendations in the stream and found that after 30 minutes of posting this link (http://bit.ly/16kDe7) I generated 40 clicks to a site I recommended.
Here was the set up:
1. I found a quote my dad told me the other night
2. I created a bit.ly link for it so I could track clicks, and posted it to Twitter
3. My Twitter is hooked into Friendfeed and Facebook
4. I waited 30 minutes to see how many clicks the link would get.
The results were astounding. I posted the link around 11:45AM EST. And by 12:15PM, I had approximately 40 clicks on the link. That’s more than 1 click generated/second.
I have roughly 773 followers on Twitter and 1191 friends on Facebook. And via the stream, roughly 40 people saw this single post and clicked. Let’s assume that there is no overlap between my Twitter and Facebook friends – that gives us a total of 1964. Let’s also assume 10% of the total audience even saw the link – roughly 196 people.
That means that 40/196 of these friends, or 20%, clicked on the link I promoted. To put that in context, that’s 100X higher than the standard click-through rate for a normal display advertisement.
Now, I would imagine email has a similar initial result. But I doubt that it has the staying power of a link spread through a network with feeds. Regardless, if the power of referrals can be tapped in a scalable manner by social marketers, it is going to be massive.