I thought Tamar’s post at Techipedia on The Great Social Media Traffic Debate: Niche or General Networks? was pretty good and Tamar Weinberg, when I meet her here in NYC, always strikes me as pretty smart and connected woman - she’s aware of pretty much everything that’s happening in the Tech World, in Social Media and in the Search World.  I don’t think of her so much as an Analyst, yet her Traffic Debate piece was good reading - even if it confirms what we already know.

In fact, if you read her post and then download the Military/Buzzlogic presentation we presented last week (see Social Media Analysis Presentations from Search Engine Strategies San Jose) (see below) ….

sessanjose08_social-media-analysis_tparsons When I brought Military.com and Buzzlogic together I wasn’t really sure what the outcome would be - wisely, Breanna Wigle, living in the Bay Area, was able to meet directly with Buzzlogic, and to her credit, come up with a 5K insertion order to test the concept of Social Media here.  I feel we broke new ground - really new ground - and I give Breanna Wigle a lot of credit for being able to even get Military.com to take a chance.

… you’ll see that Social Media traffic is not only a superior way to get new visitors to a site - but … Social Media traffic, I found, acts in a more directed way than Search Traffic - (darn! I just uttered blasphemy in the Search World).

Yes, depending on the context - Social Media Traffic from Niche Social Networks - traffic from Social Media will typically be more directed and focused than Search Traffic, and paradoxically, often have a lower pages per visit and higher bounce rate while having a higher “engagement” level and more of a “trust” factor.

You may ask me how that can be?

Easy - you know those TinyURLs in a Twitter feed?  How about a Facebook link or a FriendFeed link?  How long do you think a visit to your site from one of those sources is going to last? Not long, because they are looking directly at the content they want - they don’t have to search for it - they found it!