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Saturday, March 26, 2011

Publisher Results: Better on Facebook or Twitter?

When we set out to market our newest published work online, does Facebook or Twitter really deliver? Which of these deliver the most exposure, internet buzz and actual sales?

Vadim Lavrusik, of Mashable.Com, has made a study on how these two internet venues delivered results for Mashable...And, although the study had to make certain assumptions...the methodology, parameters and calculations involved are explained in some detail.

Is Sharing More Valuable for Publishers on Facebook or Twitter? [STATS]

In the age of micropublishing, how many people are actually reading what you tweet or share on Facebook? And more importantly, how does the click-per-share ratio compare between the two very different social platforms that are utilized by millions of users every day for consuming and sharing content?

These are questions that keep social media strategists awake at night (or maybe just me). So at Mashable, we decided to take a look at our own data and see how user behavior compares between Facebook and Twitter, the two social media sites that generate the most referral traffic to Mashable.com.

After pulling three months worth of our social data and calculating the click-per-share (CPS), it appears that users on Twitter are more likely to share an article rather than read it, whereas users on Facebook click on more articles than they share. According to our social data, Twitter received roughly 0.38 clicks per tweet, whereas Facebook received 3.31 clicks per engagement (the number of times people posted a Mashable link to Facebook through an action on a social plugin or through a Wall post). This would mean that a Facebook action gets roughly 8.7x more clicks than a tweet.

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