RadiumOne: Twitter delivers better referral traffic than Facebook

By AdNews | 3 June 2014

Twitter offers brands better referral traffic than Facebook, despite popular belief in Facebook's superiority. That's according to ad platform RadiumOne.

The company is also out to scotch another myth: While many assume it's the young, hip, millennials who share the most on social, it's not. It's their parents, according to the firm.

So called 'dark social', and the sharing of content and links through basic copy and pasting in email or messages accounts for 72% of social shares, claims RadiumOne, not from social networks like Twitter and Facebook. It's this that the social firm believes brands and publishers need to tap into. That is where the firm is hoping to make a buck and boss Kerry McCabe pushed the envelope.

“It makes sense that people share their interests, passions and intent with those of similar characteristics, wants and needs. The power of illuminating dark social is that we are now able to effectively deliver on upper-funnel customer acquisition and prospecting versus an over reliance on retargeting. From a practical perspective, brands and publishers can now engage with large segments of consumers, who are demonstrating interest and intent, yet are most likely not on their radar in social, search and general RTB activities.”

The company has produced an infographic on what it considers social myths. Click to download it.


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