social media benchmarks

UPDATED: January 19, 2013

Facebook Sponsored Stories CTR, CPC Benchmarks

ORIGINAL POST:

Many clients have asked about social media benchmarks or social marketing benchmarks. They ask things like how many fans should they have on Facebook? They are concerned if they cannot project 1 million fans on their fan page.
But that is because most clients are coming from a reach and frequency background. Some have moved to unique visitors, pageviews, and time on site. But what is more important today is not that people get to the site or the time they spend, but what they do … so social intensity is a benchmark which captures the quantity and frequency of social actions like sharing, discussing, commenting, voting, etc. All of these actions lead to value that accumulates for other future visitors to the site.

Adwords – lower cost per click
Clicks Impressions CTR  Avg Cost per Click  Total spent
511     61,894      0.82% $0.47 per click $242.16

PayPerPost – optimal is lowest payment per post
dollars pageviews/clicks
$122.50       2630/120 $1.02 per click 4.6% CTR   ($5 per post)
$183.25     1324/114 $1.61 per click 8.6% CTR  ($10 per post)
$291.25     2369/260 $1.12 per click 11% CTR   ($20 per post)

ReviewMe – www. johnchow. com
$300 – nearly no value; JohnChow pioneered link sharing to get his blog up to about rank 100 on Technorati before they changed the way they calculated authority; despite the many links to his blog, it was practically useless in driving any useful customers. Now his site has been penalized by Google and is only  PageRank 3 site.

StumbleUpon – extremely useful in helping new users discover the site and features; the velocity of the clicks was incredible (approx 300 clicks in 5 minutes) BEST VALUE OVERALL flat rate $0.05 per click; you set the daily budget
Facebook benchmarks like Facebook CTRs, Facebook CPCs, and Facebook CPMs can be found here.

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