Why Social Publishing Drives More Valuable Traffic

JanRain on Helping Media Companies Increase Referral Traffic

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[ Social Media]

A number of major media companies are starting to implement tools for third-party authentication for consumers. We spoke with JanRain, which provides a tool called Engage that companies like Tribune Interactive, Meredith, E.W. Scripps, The Dallas Morning News, bizjournals, and the National Geographic Society are all using. With the solution, publishers can authenticate users via third-party logins using as many as 16 different providers, including Facebook, Twitter, Google, Yahoo LinkedIn, etc.

Would you allow users to log-in to your site with existing social network accounts?
Discuss here.

"JanRain is helping these companies to garner traffic to their site via the social web," a representative for the company tells WebProNews. She also says Engage can let media companies "allow consumers to publish content back to the social networks, increasing the cycle of referral traffic, and capture important demographic data to improve the user experience."

Janrain - Authenticate Users with the networks they're already using

"Traffic to your website from a social media platform is, by its very nature, more valuable than traffic from other sources," she adds. "People spend time on social networks for the purpose of sharing information with people they deem important. Trust is high among peers; recommendations and messages exchanged among friends are more likely to resonate than those directly from a company."

"A goal for any site is to have a visitor login or register, becoming an engaged user and interacting more – making a purchase, posting content, etc. Once a user is engaged, make it easy for them to communicate back to the social networks of their choice without leaving your site," she continues. "Activity-based social publishing tools enable the user to perform this action from within the flow of your website experience. A user finds something of interest on your website and then calls it out to their community."

"The engaged user is an effective filter both for their community and your website.  When a user decides to share information back to a social network, it is a win for their contacts and your organization," she concludes. "The circle of referral traffic begins.  As the user shares their activity or content from your site to friends on a social network, the post from the initial engaged user drives traffic back to your site, some of whom will login and publish their own activities back to their networks, and so on.  Many organizations leveraging this functionality are experiencing 6-25 new referral visitors for each social action a user shares with friends.  As this cycle repeats, these organizations create a direct link to the social web and a sustaining stream of new referred visitors."

In another article, we compared the value of social interactions with content through social networks to comments on the content themselves. There is no question that the social networks can provide additional value. Read that here

How much traffic do you get from social media? Comment here.

Why Social Publishing Drives More Valuable Traffic
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  • http://www.lovecoredesigns.com Laura Millar

    I actually have this implemented into one of my own websites, and I can confirm that I receive over 50% more users actively taking part on the site, whether through comments or other means. This is the best tool ever for any kind of website. It doesn’t mean you’ll get more traffic, but it does increase the amount of users posting comments on articles they like.

    With this solution, they no longer need to spend 5 minutes registering for an account – they can sign into your site using their social network sites in just a single click, okay two clicks – but what a time saver that is.

  • http://www.zampanofilms.com Chipoy

    Great Article, i hope this article usefull for me.

  • http://www.aswreload.blogspot.com Aswreload

    Yah..social or forum can be get traffic your site

  • http://www.gonomad.com Guest

    We are getting almost 30% of our referring site traffic from Facebook. It’s super important to our brand and to our promotions, very easy to use and people react well to our article posts.

  • http://lektor.co.il Guest


  • Padraig

    Interesting idea.

    How difficult is it to implement ?
    What safeguards do I need ?
    Can I still ban offensive users ?

    Is it suitable for one man bands or small charities and social enterprises ?

    Could you identify some sites that use this please ?

  • http://www.searchengineoptimisation.com Phil

    I think users like to manage all social media from single place and its good if they have any services like that which in turn gives them chance to take part actively in social media

  • http://www.acomputerportal.com/social_bookmarks.html Social bookmarks here

    “People spend time on social networks for the purpose of sharing information with people they deem important… Yes but they are too busy doing this to bother with buying… they are not in buying mode :)

  • http://www.miamichoppershop.com Pablo

    Social media plays a great role increasing web visits – staying active and on the subject helps to spread the word across the market your are targeting.

  • http://www.miamichoppershop.com Guest

    Would like to know more about this application as well. It is something that the web host can configure? Thanks.

  • http://www.smgdesign.net/ Gueststugod

    I would not agree that you get quality traffic from social media. But that is not to say that the traffic is not there, I found lots of traffic on twitter but it was traffic that had no interest whatsoever in what i was doing with turbocad. The upside to this was that my ranking sky rocketed to being the top turbocad site in the world google yahoo and msn all had http://smgdesign.net/ at the number one slot where i go from here i do not know. Also as a result of my traffic volumes ten links “cad industry media specialists” put me in the top ten turbocad sites which was gratefully accepted. This is where it gets interesting ten links is a quality link for me and i get a lot of action from it “they are having problems at the moment as they seem to have been hacked” So this is where i am with it after hitting twitter for a few months i got ten links on board and i am now looking to move on to something else.
    I have not run twitter for a few months now as it overpowers me, I have tweet adder but i have turned it off.
    I think i will crank it all up again and give it another role of the dice and see what happens

  • http://www.itsonalexa.com/ Alex

    Great Information! Your style is so much better compared to most other writers. Thanks for writing when you do, I will be sure to read more!

  • http://www.autosaccessories.info Autos

    I Believe exploiters like to bring off all social media from single place and its good if they’ve any services like that which successively gives it accidental to participate actively inwards social media

  • http://www.xingjieba.com Home Improvement

    Great post! Iam just starting out in community management or marketing media and trying to learn how to do it well – resources like this article are incredibly helpful. As our company is based in the US, it’s all a bit new to us. The example above is something that I worry about as well, how to show your own genuine enthusiasm and share the fact that your product is useful in that case.

  • http://www.harmonyfarmnm.com/ Home Staging Harmony

    Aw, this was a really great post. In theory I’d like to write like this also – taking time and real effort to make a good article… but what can I say…
    I procrastinate alot and never seem to get something done

  • http://www.tkkarate.com/ Latest Small Business

    Finally, an issue that I am passionate about. I have looked for information of this caliber for the last several hours. Your site is greatly appreciated.

  • http://www.jewgluedating.com/ Lifestyle for Good Health

    Resources like the one you mentioned here will be very useful to me! I will post a link to this page on my blog. I am sure my visitors will find that very useful


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