Small Businesses Get Nearly Half of Traffic from Social Media

By Lisa Barone, Small Business Trends:

A study conducted by Northwestern professor Rich Gordon and Syndio Social CEO Zachary Johnson sought out to understand how sites, large and small, are connected on the Web. To get their answer they examined links between more than 300 Chicago based news sites and looked at analytics data and referral sources for 100 of them.

The findings were recently published [PDF] and, while meaty at times, it provides a great read. There are a number of important takeaways here for small business owners and some big lessons about why social media may be critical to the success of your SMB site.

Some of the highlights from the study:

1. Smaller Sites Rely on Traffic From the Local Ecosystem More Than Larger Sites

Part of what the study sought to accomplish was to understand how sites fit into the larger local ecosystem of the Web. For example, do sites owned and operated by the same organization tend to link to one another more than they do outsider sites? If yes, what percentage of their traffic do those links make up… Read more


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