This Week in Social Analytics #39

It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments!

2013 U.S. Digital Future in Focus [from ComScore]

“Three social networks in particular – Tumblr, Pinterest and Instagram – each gained more than 10 million visitors over the course of the year in part by catering to a desire for more visually appealing content. comScore has called this phenomenon “the rise of the visual web.” Of the three, Tumblr had the largest audience at 30.8 million visitors (up 64 percent from the prior year), while Pinterest (up 284 percent to 28.9 million visitors) and Instagram (up 284 percent to 27.4 million visitors) both shared the same outsized growth rate.”

This graph from ComScore shows the shares for time spent on each site, with Tumblr coming in second behind Facebook.
This graph from ComScore shows the shares for time spent on each site, with Tumblr coming in second behind Facebook.

Download the full report at the link above.

In 2013, Mobile, Social Lead Shift From Traditional Media to Digital [from eMarketer]

“On the digital side, mobile and social media were the two categories expected to see the most increased attention in 2013. In fact, more than eight in 10 of those polled named mobile media as a target for increased focus, while just over three-quarters of respondents said the same for social media.”

Marketing Analytics: 20% of marketers lack data [from MarketingExperiments Blog; written by Daniel Burstein]

“A full 40% of marketers only have ‘an average amount of data,’ which does not sound like an overwhelming vote of confidence they have the information they need to intelligently plan, and execute, tests that will help them learn more about their customers.”

An Autopsy of a Dead Social Network [from MIT Technology Review; written by The Physics arXiv Blog]

“They say that when the costs–the time and effort–associated with being a member of a social network outweigh the benefits, then the conditions are ripe for a general exodus. The thinking is that if one person leaves, then his or her friends become more likely to leave as well and this can cascade through the network causing a collapse in membership.”

It also depends on how large each user’s network of friends is. Overall a fascinating read on the death of Friendster.

Social Media and Branding: Is It Worth The Money? [from Heidi Cohen's Blog; written by Heidi Cohen]

“This research underscores the need for brand marketers to go beyond considering social media in the traditional sense of being a media entity. It’s more than a place to post and distribute promotional messages. Social media requires being social. To this end, brands must engage with their prospects, customers and fans as humans and understand why they’re on social media.”

6 Tips on How to Use Twitter’s New Vine Video App for Marketing [from; written by Jeff Bullas]

What to do with 6 seconds of marketing video time.

Friday fun with hypotheticals:

How many unique English tweets are possible? How long would it take for the population of the world to read them all out loud? [From What If?; written by Randall Munroe, creator of xkcd]

“Reading all the tweets takes you ten thousand eternal years. That’s enough time to watch all of human history unfold, from the invention of writing to the present, with each day lasting as long as it takes for the bird to wear down a mountain. 140 characters may not seem like a lot, but we will never run out of things to say.”

And a bonus, if you’re feeling overwhelmed by all of this:

5 Tips for Avoiding SM Burnout [from Social Media Today; written by Rachel Strella]