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Posts Tagged ‘Digital Buzz’

RT @renate: Brand websites are losing to the social web (bigtime)

October 8, 2009 3 comments

I recently retweeted a link to a great post. Perhaps it’s against the rules to now blog about it here as well (since intuitively that seems to be the wrong way round) but… a) i believe the article is a useful tool and worth bookmarking here more permanently than i can with a single ethereal tweet, and… b) in Social Media we are attempting to be disruptive innovators. So go with it!

Here’s the tweet:

RT @renate: Brand websites are losing to the social web (bigtime) <– Powerful stuff, thanks Renate.

The article this links to is published on Digital Buzz by @AdenHepburn (Note: in the first edition of this post I wrongly credited @MrStephenBeck as having authored the Digital Buzz piece. Mr Beck kindly pointed this error out to me in the comments a record of which is below.).

I’ve included an edited teaser excerpt for you to help you decide if you want to click through:

What you’ll notice from the graphs below (you can see them here) is that some of the biggest brands, websites and portals are losing unique visitors hand over fist for the last 3 years. Doesn’t make sense right? More and more people are connecting online, brands are spending bucket loads of cash on digital campaigns, so website traffic should be the complete opposite?

GSH-0150-So with such dramatic declines in website traffic and rapidly increasing numbers of Internet connected people, where is all that traffic going? The Social Web

He includes some excellent graphs purporting to prove his theory.I’d say he’s neglected to factor in the massive economic downturn, and that retail investors often visit these big corporate sites to see how well their investments are doing. Following the downturn and sell off of shares, I think we could also attribute falling traffic to a lack of interest in day to day trading and news figures.

Summary: It’s a useful tool when speaking to clients to help them understand why Social Networks are so important for at least the next 5 years, and his theory explains at least part of the downtown in traffic to brand homepages.