How Effective Is Sharing via Email vs. Social Media?

High click rates for social media don’t tell the full story

According to Chadwick Martin Bailey, three-quarters of web users say they are likely to share pieces of content with their friends and family, an activity brands are watching closely in their attempts to leverage the influence of brand advocates.

In a statistic that has been backed up by other studies, including the August one by CMB, SocialTwist reported email was the most common channel used to share content via the company’s Tell-a-Friend widget, accounting for more than half of all referrals. Social networks made up fewer than a quarter of shares.

But shares on social networks had outsize importance in terms of clicks: 60% of clicks generated on shared items came from social networks, compared with just 31% from email.

One reason for the imbalance is the undeniably high clickthrough rates for shared content on social sites. Links posted to Facebook via the Tell-a-Friend widget generated an average of 2.87 clicks each. Twitter shares did even better, with an average of 19.04 users clicking each referral link.

But email may be performing better than it seems at first glance. Emails sent through the Tell-a-Friend widget include the full piece of content in the message, so users don’t need to click through to the original site to read the item that a friend thought was interesting enough to send. Facebook and Twitter users, by contrast, must click through to read more than a blurb.

For many sources of content, the clickthrough is key: When visitors click through to the originating site it opens up the possibility of ad revenues as well as the ability to build awareness and purchase intent while the user is on an owned-media property. But email recipients who read the content shared without clicking through will still get the benefit of an earned-media recommendation. Brands should ensure that shareable content carries a message on its own that will remain effective when read through an email client, since such messages remain the primary sharing vehicle for consumers.

Earlier research similarly showed that email shares had a lower click rate than items sent through Twitter or Facebook, but email shares led to more engagement, including more pages viewed and, most important, more conversions.

Copyright ©2010 eMarketer Inc. All Rights Reserved.

http://www.emarketer.com/Article.aspx?R=1007998

Email Still Tops Facebook for Keeping in Touch

Only 18- to 24-year-olds use the social networking site more than email for passing items on

Content-sharing has become a staple of internet usage for most online adults. Research from Chadwick Martin Bailey found that three-quarters of web users are likely to share content with friends and family, and nearly half do so at least once a week. But while much social networking content is built around such shared items, most people still prefer to use email to pass along items of interest.

Overall, 86% of survey respondents said they used email to share content, while just 49% said they used Facebook. Broken down by age, the preference for email is more pronounced as users get older. And only the youngest group polled, those ages 18 to 24, reverses the trend, with 76% sharing via Facebook, compared with 70% via email.

Earlier research from StrongMail and ShareThis also found email was still on top for content-sharing. Other studies have shown that, when limited to sharing on social sites, Facebook is No. 1.

Asked what gets them to share content online, web users polled by Chadwick Martin Bailey revealed selfish motivations. Rather than focusing on sharing content they thought the recipients would find helpful or relevant (58%), most respondents cared more about what they thought was interesting or amusing (72%). Asked to select the single biggest reason they shared content, the greatest percentage of respondents (45%) again said it was because they enjoyed it. Men and women reported similar reasons for sharing, but motivations varied by age. The oldest respondents cared more about the value of content to recipients: 67% of those ages 55 and older said they shared items because they would be useful to recipients, compared with just 45% of 18- to 24-year-olds.

This difference in sharing motivation could have a relationship to the method of sharing. Email is a more targeted form of sending content; while content-sharers may shoot off mass emails to large distribution lists, most email shares are likely sent to a person or small group selected based on the specific content being shared.

Sharing via social networks like Facebook, by contrast, typically involves feeding items to an entire friends list. The youngest users, who care the least about whether the recipients of their content actually want to see it, are also most likely to disseminate the information to the widest group. And the seniors and older boomers who find the recipients’ needs more important dramatically favor email for sharing, suggesting they are sending relevant items to only those who will want them.

Copyright ©2010 eMarketer Inc. All Rights Reserved.

http://www.emarketer.com/Article.aspx?R=1007982