Facebook not yet a metonym for sharing

Two reasons Facebook will not replace the word “share” the way Google has done with “search”: 1) It doesn't roll off the tongue as easily. 2) Facebook doesn't dominate sharing the way Google owns search. While Google holds 65% of search engine market share, Facebook only represents 38% of online shares that result in clicks, according to a study released by sharing platform ShareThis and communications company Starcom MediaVest Group on June 2.

Turns out, the sharing marketplace more closely resembles the smartphone market than the search engine market. Second to Facebook's 38% share comes email at 17% and Twitter at 11% (a melting pot of bookmarks, blogs and etc. generate the leftover 34%). The important thing here is that these stats relate to shares that result in clicks. Facebook may very well get Googly when accounting for unclicked shares, but that's trees tumbling in empty forests.

More surprising, Twitter's beats Facebook in average number of clicks per share, 4.8 for Twitter versus Facebook's 4.3. Email loses out at 1.7 clicks, but that's about right considering email is one-to-one communication whereas Facebook and Twitter are one-to-one-hundred.

The study also correlated its findings to identify share groups. Apparently people who share religion-related content are also broadcasting government- and law-related content. The other groups are more obvious, but still interesting:

  • Business, Financial services, Investments, Employment, Education
  • Arts, Entertainment, Music, Video Games, Shop Electronics, Technology
  • Shopping Beauty, Shop Clothing, Shop Food Drink, Shop Beauty
  • Real Estate, Shop Home Garden, Automotive, Science, Travel
  • Parenting, Health, Health Fitness, Shop Pets, Sports
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Latest Jobs:


Company of the Week


SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.


Featured Listings

SKA

SKA

SK&A is a leading provider of U.S. healthcare information solutions and databases. As ...