Connect with us

Social Media

Who is worth more: a Twitter, Yelp or Facebook user?

With billions of dollars being thrown around the social media space, how much is each user or piece of content actually worth to the companies proportionate to their value? Businesses struggling to keep up in the space should be more specific in measuring ROI.

Published

on

Comparing the value of social media users

As companies scramble to measure their social media efforts, new social networks emerge every quarter, forcing businesses to make decisions as to where they will or will not have a digital presence. Photo sharing sites take up effort, as do blogs, Twitter accounts, Facebook Pages, Pinterest boards, Foursquare accounts and the like. Decision makers are looking for legitimate ways to justify why the company is spending time and money on each branding effort on each social network.

Based on the estimated value of the following social networks, Backupify has estimated that accounting for the number of users each network has, each user is worth the following:

  1. Path – estimated value of $25 million, so $12.50 per user
  2. Yelp – estimated value of $1.4 billion, so $21.21 per user
  3. Pinterest – estimated value of $500 million, so $28.09 per user
  4. Foursquare – estimated value of $600 million, so $40.00 per user
  5. Twitter – estimated value of $10 billion, so $71.43 per user
  6. LinkedIn – estimated value of $9.61 billion, so $104.46 per user
  7. Facebook – estimated value of $100 billion, so $118.34 per user

Some of these numbers seem a bit off to us, but let’s go with this and focus on the point that a user is worth more or less, depending on the size of the community of each social network as proportionate to their estimated value.

The value of social media content

Backupify broke down what a user is worth to each social network, but they also divided each company’s revenue by content to reveal what they call the “Social Currency Exchange,” or the cost of each piece of content, for example, how much a single tweet is worth, asking the question, how many pieces of content does it take to make $10?

While this analysis pertains to what a user is worth and what a piece of content is worth to each of the social networks, it is a similar metric companies should be using as they closely track the results of their social media efforts. Are you measuring your brand’s efforts in a detailed enough way that you are aware of how much it actually costs (in time or money) for your company to obtain a new Facebook fan or to get someone to retweet you? It is time to start measuring results as more than just hits to a website because you might be putting time into an expensive Facebook effort when you could be pushing Yelp and getting much better ROI.

The American Genius (AG) is news, insights, tools, and inspiration for business owners and professionals. AG condenses information on technology, business, social media, startups, economics and more, so you don’t have to.

Continue Reading
Advertisement
47 Comments

47 Comments

  1. Matthew

    April 10, 2012 at 3:04 pm

    This is a great post because it reminds us that we have to continually measure our social media efforts and spend more or less time, money, and resources in each social media channel we’re involved in based on what we find is or is not working.

  2. Real Estate Calgary

    April 10, 2012 at 5:59 pm

    From my experience engaging a potential client on Twitter has been much more successful than Facebook. I haven’t used Yelp (yet) so I can’t offer any feedback on that site.

Leave a Reply

Your email address will not be published. Required fields are marked *

Social Media

Facebook wants your nudes now to protect you from revenge porn later

(SOCIAL MEDIA) Facebook, attempting to get in front of revenge porn, is requesting that users send in all of their nudes.

Published

on

nudes resume On This Day load bob alice terrorism trends fine spam facebook advertising jobs earnings

In a heroic and totally innovative attempt to combat revenge porn, Facebook has come up with the following solution: “PM US UR NUDEZ.”

No seriously. They want your nudes.

But don’t worry, they’re only going to be viewed by a small group of people for manual confirmation of said nudes, and then stored temporarily… for reasons.

That part gets a little fuzzy. Some sources report that Facebook isn’t actually storing the images, just the links. This is meant to convert the image to a digital footprint, known as a hash, which is supposed to prevent the content from being upload to Facebook again.

Others say Facebook only stores the images for a short period of time and then deletes them.

What we do know, is this is a new program being tested in Australia where Facebook has partnered with a small government agency known as e-Safety and is requesting intimate or nude photos that could potentially be used for revenge porn in an effort to pre-emptively prevent such an incident.

Revenge porn is basically when someone uploads your personal and private photos online without your consent. Rather than address the issue of whether or not it’s such a good idea to take photos on a mobile, hackable device, it’s better to just send a large corporation all your nudes… through their Messenger app. /sarcasm

For your protection.

According to the commissioner of the e-Safety office, Julie Inman Grant, however, they’re using artificial intelligence and photo-matching technologies… and storing the links!

If this isn’t convincing enough, British law firm Mishcon de Reya LLP wrote in a statement to Newsweek, “We would expect that Facebook has absolutely watertight systems to guard the privacy of victims. It is quite counter-intuitive to send such intimate images to an unknown recipient.”

Oh, she wasn’t joking.

I’m not sure how many people still hold onto old intimate photos of themselves, but I am doubtful that it’s enough for this to really be effective as it only prevents intimate photos from being shared on Facebook. At least that’s the plan.

Reactions to this announcement have largely been met with amusement and criticism ranging from commentary on Mark Zuckerberg and Co. being total pervs, and theories of shared Facebook memories: “”Happy Memories: It’s been 1 Year since you uploaded 47 pictures of you in your birthday suit”!

Either way, I can only imagine someone’s inbox is flooded with crotch shots right now, and Zuckerberg has a potential new industry in the works.

Just sayin’.

Continue Reading

Social Media

Twitter might make a profit for the first time… ever

(SOCIAL MEDIA) Twitter seems to be very popular but it may surprise you to know that this is the very first time they might make a profit.

Published

on

twitter social media posts content twitter

Twitter reports that after a year of slashing expenses and putting itself in a position to sell data to other companies, it’s expected to be profitable. What’s surprising (considering how #huge Twitter is) is that this the first time that it will be profitable based on “generally accepted accounting principles” – #GAAP!.

In the 11 years since Twitter took to the field, it has never once met this standard, operating at a loss of nearly 2.5 billion dollars since its inception.

Twitter has struggled of a number of reasons, but particularly after going public in 2013 it suffered declining user growth, the rise of the #twittertrolls (coincidentally, Troll’s are discussed in my favorite TIME piece about the internet – located here), and competition from Facebook for the tough realm of advertising.

Since 2013, shares fell steadily, but things have increased thanks to some optimistic changes – the promise to crack down on harassment and abuse, a feed arranged by algorithm instead of time, and Twitter’s most vocal fan of late, President Donald Trump.

For the numbers fans, Reuters provides some input: Twitter’s loss narrowed to about 21 million down from 103 million this year. They have worked to cut a great deal of expenses -16 percent across the board broadly impacting sales, marketing, and R&D.

This kind of focused core improvement (can) help tip the balance sheet on the expenses side – but generating revenues remains a challenge due to slow growth. Twitter hopes to relieve this by working out some deals to sell data – the currency of the 21st century.

Several months ago, TechCrunch made perhaps the most important observation – that despite the fact Twitter has changed the world, changed our marketing, and empowered us to connect with other people, it has remained unprofitable. Many small and large businesses profit from Twitter, but in these 11 years the company hasn’t #sharedinthewealth.

Twitter is touching every realm of business and for American’s, is touching every aspect of their lives given its new form as the preferred medium of the political sphere. Given that, they have much to do to change.

Facebook commands an audience five times the size of Twitter – and their ability to reach success for the future seems #questionable. And how Twitter’s success changes the scape of influence, outreach, and entrepreneurship is something else to be seen.

Continue Reading

Social Media

Is Facebook a potential Slack killer?

(SOCIAL MEDIA) Facebook’s steady ascent from social networking into the business world is giving Slack a run for their money.

Published

on

slack facebook

When it comes to the business realm, Facebook has steadily been increasing their reputation. Though Facebook is pinned as the social network, they are now proving to everyone that they can dominate in the professional sector as well.

Last year, Facebook launched an ad-free version of the site meant for the office called Workplace. Initially, 1,000 companies were signed on to try out this “Facebook for the office” in its starter phase.

As of last week, Facebook announced that 30,000 organizations currently use Workplace. These aren’t just small time companies. Some of Workplace’s users include Starbucks, Lyft, Spotify, Heineken, Delta and most recently Walmart.

It seems that overnight it grew from another side project to a valid rival for other professional communication tools like Slack.

Slack is the go-to site for business professionals. With over 6 million users and acquiring more every day, Slack is the place for teams to collaborate in real-time. It has virtually replaced email and external software when it comes to internal communication.

Slack has been successful at acquiring small corporations to use their service.

The problem is that Slack has yet to join forces with larger clients that have now turned to other applications. Just last year, Uber left Slack because they could not handle their large-scale communication needs.

In addition to being able to handle the needs of large companies, Facebook also offers cheaper services than Slack. A premium account with Workplace costs $3 per user each month while Slack charges double at $6.67 per user each month.

With the rapid growth and major reputation of Facebook behind it, many predict that Workplace will replace Slack, and other sites like it, in the not so distant future.

Recently, Facebook also launched the Workplace desktop app and plan to include group video chat. The biggest obstacle Workplace faces is the association with Facebook. It is ironic, since it is also their greatest strength.

The truth remains that many people think of Facebook solely as a social media network. Many companies forbid the use of it at work so the transition from the personal to the professional realm is still an uphill battle.

Continue Reading
Advertisement

The
American Genius
News neatly in your inbox

Join thousands of AG fans and SUBSCRIBE to get business and tech news updates, breaking stories, and MORE!

Emerging Stories