Surprising Statistics for Social Media Content

Mary Fletcher JonesI thought I would share the statistics for the Conversations in Public Relations video series and blog, since people may be interested in the extent of exposure they may expect when investing in a video or blog project.  This is a small example of how effort expended on social media content generation will attract an audience.

Here are the statistics I have collected (for 2 months):

  • The blog has been viewed, to date, 554 times.
  • The video podcast is on iTunes and has been viewed 1600 times.
  • The videos have been viewed on YouTube 900 times.
  • The videos have been viewed on mDialog, Daily Motion, and Blip.TV, and Apple iPhones cumulatively, about 200 times.
  • Surprisingly, although we have 58 Facebook fans, the videos have been viewed less than 50 times on Facebook.

When reviewing these findings, keep in mind that Conversations in Public Relations is two months old, as of yesterday, March 6, 2009, and that the series is focused on one industry — public relations — in the Washington, DC area.  That is the context.

Also be aware that these reach numbers should be considered conservative.  The videos and blogs appear elsewhere in newsfeeds and other sites, such as WWPR’s YouTube site and other video sharing platforms.  The videos appear on other people’s web sites.  So I can’t account for each and every view, because I don’t have access to those statistics.  So, if this work were for a client, or if I were trying to monetize the series, I would conservatively estimate that the actual reach statistics were 20% to 25% higher than this.  But I think it’s always best to state what you can with certainty.

Now these reach statistics are humble by video and podcasting standards.  Popular YouTube videos and iTunes podcasts can have tens of thousands, or even hundreds of thousands of downloads.  But I never considered this series in that class.  I just wanted to help tell a great, local story through video.

I was definitely surprised by the statistics.  I thought we would have a very small, local audience for this series.  I expected the Facebook statistics to be much higher and the podcast statistics to be much lower.  And the reverse was true!  I feel this lends validation for the exposure value of YouTube and podcasting.

Further, I am astonished by what I have learned about the audience for this series (in a good way).  The podcast is being downloaded all over the world.  For example, I just posted a podcast episode on public relations organizations a couple of days ago, and as of today, it has bee downloaded 5 times in Africa and twice in Australia  It was also downloaded several times in Europe and Asia.  Just that one single episode.

Doesn’t that make you wonder?

And although the series does have a local focus, we have Facebook fans from all over the country, and the world.  Michael Cherenson, the CEO of PRSA, somehow found our Facebook page and is a fan.  Our last two contest winners were from Australia and Singapore.  And they say they really enjoy being fans.

So, I am very happy with the numbers.  I give credit to the guests who have participated and helped promote the series, and to Ross Putman for editing many of the videos, and to Katie for her appealing logo and graphics.

I hope to grow the audience for the series, with your help. Please share this series with your friends who you think will enjoy it.

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So, what do you think? What did you learn? Comments?

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