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Published on February 20th, 2014

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A Facebook Link from Margaret Atwood Is Worth This Much

If there’s one thing we can learn from the meteoric success of George Takai’s second career as an internet icon, it’s that age has nothing to do with social-media success.

For us in the literary world, we have none other than seventy-four-year-old Margaret Atwood to learn a thing or two about how to leverage new media.

Let’s look at her impressive numbers (as of 2/20/14):

And what’s probably her most impressive stat: since starting her Twitter account in 2009, she’s tweeted an astounding 21 thousand times.

Most marketers salivate at these kinds of numbers. Why? There is real value in the traffic social media can produce versus paid advertising.

In Facebook advertising, for example, marketers can expect a click-through-rate that is between 0.02 and 0.04 percent (a click-through-rate, or CTR, is a measurement of the number of clicks against the number of times an ad is seen).

You may not need to be a marketer to see that those numbers are a little sad. So how do organically shared links in Facebook perform versus purchased traffic?

We got a glimpse of that recently when blogger Johann Thorsson posted about his boost in web traffic after Atwood linked to one of his posts from her Facebook page.

Over the course of two days, Thorsson received roughly 9,000 more visits than usual. Assuming that all 99,030 of Atwood’s Facebook followers saw the post (which is unlikely), the CTR for her link translates to at least ten percent.

Now that’s impressive.


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