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Sunday, April 12, 2009; Posted: 11:38 PM - by Brian Solis
 Social Networks are among the most powerful examples of socialized media. They create a dynamic ecosystem that incubates and nurtures relationships between people and the content they create and share.
As these communities permeate and reshape our lifestyle and how we communicate with one another, we're involuntarily forcing advertisers and marketers to rapidly evolve how they vie for our attention.
Facebook, MySpace, Twitter, Yelp, and other online communities transformed the regimen and practice of marketing "at" people into an opportunity to engage and interact with us ? on our terms. It is the zeitgeist of socialized media and it's manifesting into an obsession for branding, advertising, "viral," marketing, and communications experts and professionals worldwide.
Compete: Top 25 Social Networks But, the people who define each network are reticent to the hollow attempts of faceless friending and in-network marketing. Many businesses are building social channels to broadcast messages in a one to many, top-down practice that not only prevents relationship building, but impedes any hope of cultivating communities and empowering brand ambassadors.
As marketers, it's your responsibility to peel back the layers of each network to observe and eventually interact with the very people you wish to reach. Each network possesses a vibrant culture and ecosystem that is powered by context and connected by influential social graphs.
While nothing beats anthropological fieldwork and observation, let's take a look at numbers behind the top social networks to get a better picture of network engagement and user demographics. Remember, it's how you interpret these numbers combined with an understanding of the real world needs and experiences of the people you're attempting to engage that determines the success or failure of your social media program. They are not demographics, they are not statistics, they are not avatars, nor are they waiting with baited breath for you to friend or market at them and their network friends. This data represents whole numbers and is not representative of the individuals that are looking for resources and guidance, and in turn, will help you participate as a community member, and not as a traditional marketer.
So, how will you use this information to engage more effectively and genuinely?
Unique visitors provided by compete. All remaining numbers provided by Google Ad Planner.
Facebook
30-day traffic, Country, Worldwide
Unique Visitors - 73 M, 250 M
Reach - 31.5%,18.1%
Page views - 22 B, 84 B
Total visits - 1.5 B, 4.5 B
Avg visits per visitor ? 21,18
Avg time on site - 1100s, 1200s
Gender
Age
Household Income
Children in Household
Education
Twitter
30-day traffic, Country, Worldwide
Unique Visitors - 5.1 M, 13 M
Reach- 2.2%, 1.0%
Page views - 410 M, 660 M
Total visits - 52 M, 90 M
Avg visits per visitor -10, 6.9
Avg time on site - 780s, 740s
Gender
Age
Household Income
Children in Household
Education
Digg
30-day traffic, Country, Worldwide
Unique Visitors - 7.5 M, 21 M
Reach - 3.2%, 1.5%
Page views - 190 M, 310 M
Total visits - 41 M, 68 M
Avg visits per visitor - 5.5, 3.2
Avg time on site - 460s, 430s
Gender
Age
Household Income
Children in Household
Education
MySpace
30-day traffic, Country, Worldwide
Unique Visitors - 67 M, 130 M
Reach - 28.9%, 9.4%
Page views - 47 B, 57 B
Total visits - 1.3 B, 1.7 B
Avg visits per visitor -19, 13
Avg time on site - 1500s, 1400s
Gender
Age
Household Income
Children in Household
Education
Ning
30-day traffic, Country, Worldwide
Unique Visitors - 4.2 M, 13 M
Reach - 1.8%, 1.0%
Page views - 280 M, 600 M
Total visits - 21 M, 47 M
Avg visits per visitor - 4.9, 3.6
Avg time on site - 820s, 840s
Gender
Age
Household Income
Children in Household
Education
LinkedIn
30-day traffic, Country, Worldwide
Unique Visitors -11 M, 26 M
Reach - 4.8%, 1.9%
Page views - 500 M, 880 M
Total visits - 48 M, 84 M
Avg visits per visitor - 4.4, 3.2
Avg time on site - 560s, 550s
Gender
Age
Household Income
Children in Household
Education
Viddler
30-day traffic, Country, Worldwide
Unique Visitors - 350 K, 1 M
Reach - 0.2%, 0.1%
Page views - 3.8 M, 7.4 M
Total visits - 960 K, 2 M
Avg visits per visitor - 2.80, 2
Avg time on site - 580s, 520s
Gender
Age
Household Income
Children in Household
Education
Scribd
30-day traffic, Country, Worldwide
Unique Visitors - 4.3 M, 31 M
Reach -1.8%, 2.3%
Page views- 26 M, 130 M
Total visits - 9.2 M, 41 M
Avg visits per visitor - 2.1,1.3
Avg time on site - 260s, 310s
Gender
Age
Household Income
Children in Household
Education
Upcoming.org (these stats need verification)
30-day traffic, Country, Worldwide
Unique Visitors - 3.3 K, 7 K
Reach - 0.0%, 0.0%
Page views -11 K, 22 K
Total visits - 5.8 K, 11 K
Avg visits per visitor - 1.8, 1.5
Avg time on site -100s, 120s
Gender
Age
Household Income
Children in Household
Education
Delicious (Factor the switch from del.icio.us to delicious.com)
30-day traffic, Country, Worldwide
Unique Visitors - 1.4 M, 5.2 M
Reach - 0.6%, 0.4%
Page views - 26 M, 68 M
Total visits - 6.2 M, 16 M
Avg visits per visitor - 4.4, 3.2
Avg time on site - 380s, 410s
Gender
Age
Household Income
Children in Household
Education
Ustream
30-day traffic, Country, Worldwide
Unique Visitors - 4.8 K, 11 K
Reach - 0.0%, 0.0%
Page views - 23 K, 36 K
Total visits - 16 K, 27 K
Avg visits per visitor - 3.3, 2.40
Avg time on site - 290s, 240s
Gender
Age
Household Income
Children in Household
Education
Qik
30-day traffic, Country, Worldwide
Unique Visitors - 91 K, 240 K
Reach - 0.0%, 0.0%
Page views - 1.1 M, 2.1 M
Total visits - 230 K, 500 K
Avg visits per visitor - 2.6, 2.1
Avg time on site - 420s, 420s
Gender
Age
Household Income
Children in Household
Education
Friendfeed
30-day traffic, Country, Worldwide
Unique Visitors - 520 K, 2.2 M
Reach - 0.2%, 0.2%
Page views - 11 M, 37 M
Total visits - 2.3 M, 7.6 M
Avg visits per visitor - 4.4, 3.4
Avg time on site - 540s, 560s
Gender
Age
Household Income
Children in Household
Education
Docstoc
Unique Visitors - 690 K, 1.8 M
Reach - 0.3%, 0.1%
Page views - 5.1 M, 10 M
Total visits - 1.3 M, 2.6 M
Avg visits per visitor, 1.9, 1.5
Avg time on site - 290s, 300s
Gender
Age
Household Income
Children in Household
Education
Yelp
Unique Visitors - 6.7 M, 8.1 M
Reach - 2.9%, 0.6%
Page views - 89 M, 97 M
Total visits - 19 M, 20 M
Avg visits per visitor - 2.80, 2.5
Avg time on site - 360s, 350s
Gender
Age
Household Income
Children in Household
Education
YouTube
Stats are not readily available. Information sourced from Quantcast.
YouTube has in excess of 258 million users, half of which visit at least weekly.
An average of 100 million videos are viewed every day. Comscore estimates the number of uploaded videos at 5 billion. Wikipedia states that 13 hours of video is uploaded to YouTube every minute.
Originally published on PR 2.0.
 Author Bio:
Brian Solis is Principal of FutureWorks, an award-winning PR agency in Silicon Valley. Solis blogs at PR2.0, bub.blicio.us, and regularly contributes PR and tech comments and articles to industry sites and publications. Solis is co-founder of the Social Media Club, is an original member of the Media 2.0 Workgroup, and also is a contributor to the Social Media Collective.
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