Comparing the Interwebs to Social Media

Spent part of this week checking the spread of Monday’s Chandra story across the web, both from www.NASA.gov and social media. Though the social media channels are increasing in importance, especially in spreading the word on the first day, the web site still takes the preponderance of traffic, particularly the follow up in the days after the event.

Not surprisingly, attention generated by Facebook drops very quickly as the story moves down NASA’s Facebook page. Plays of the video fall off on both the site and our YouTube channel, but traffic remains higher on the site, paralleled by the drop we see on the site.

Notice that the reach of Twitter can increase as days go by, especially as people start retweeting others’ retweets.

The point of social media is not explicitly to generate traffic to the site, but it’s worth noting that a very small but growing fraction of people are coming to the site that way.
 
Trying to ascertain patterns and identify the strengths of each channel will be a key element as we start formulating ideas for the next version of NASA.gov in the weeks to come. As always, suggestions welcome.


(FB: Facebook; YT: YouTube. Like you didn’t know.)

 

Chandra FindsYoungest Nearby Black Hole (Nov. 15, 2010)

 

 

Mon

Tue

Wed

Thu

Chandra main page downloads

91,462

15,289

4,425

(1)

Feature story downloads

35,812

39,497

12,405

(1)

Shares via Add This

10

7

0

0

Video on www.nasa.gov

70,648

50,027

18,117

10,975

Video on NASA TV YT

1,631

18,765

 

12,286 (2)

Press release on www.nasa.gov

40,613

N / A

N / A

N / A

Press release via Gov Delivery

263,693

N / A

N / A

N / A

Press release via listserve

14,329

N / A

N / A

N / A

Impressions on FB page

82,004

48,413

6,464

7,221

Likes on FB page

581

56

14

16

Comments on FB

102

8

4

2

FB likes on NASA.gov

 

 

 

2,000 (4)

Reach of retweets (people)

27,190

29,107

23,635

42,213 (3)

Retweets from NASA.gov

 

 

 

210 (4)

Referrals to www.NASA.gov from FB

32,843

9,516

3,131

(1)

Referrals to www.NASA.gov from Twitter

8,125

4,741

2,693

(1)

Total visits to www.NASA.gov

1.85 million

868,088

599,233

(1)

Live press conference streams on www.nasa.gov

18,000

N / A

N / A

N / A

Press conference replays on NTV YT

 

 

 

767 (4)

 

(1) Data not available until Saturday due to the size of logfiles to be processed

(2) Total for Wednesday and Thursday

(3) Includes retweets from other sites, e.g., NationalGeographic

(4) Cumulative for the week


1 thought on “Comparing the Interwebs to Social Media”

Comments are closed.