In a previous article, I likened content sites to fly paper, with internet users being the flies that either stick to the paper based on their interest or buzz off elsewhere. However, internet users are not aimlessly flying around; instead, they navigate the web through sharing on major platforms like Facebook, Twitter, and Reddit.

These platforms act as honey pots in the internet forest, attracting swarms of people. When individuals don’t have a specific destination in mind, they gravitate towards these platforms. Not all honey pots are equal in size or effectiveness.

Looking at the traffic to Blue Jay Blog since its inception, visitors can be divided into three categories:

1) Engaged People: These visitors are loyal and likely to return to the site or subscribe to its content.

2) Partially-Engaged People: They may have interacted with the site through social media likes or follows but are not frequent visitors.

3) Non-Engaged People: These individuals may have visited the site but did not engage further or are unaware of its existence.

Engaged individuals are crucial, and the goal is to retain their interest by consistently delivering engaging content. The majority of visitors fall into the partially-engaged or non-engaged categories, as shown in the chart below:

Facebook stands out as the central hub for sharing, acting as a significant source of traffic. Liking a page on Facebook serves as an invitation for the site to appear on the individual’s newsfeed. This engagement is important, especially for partially-engaged visitors who may need a reminder to visit the site.

While many think of Facebook advertising as a means to reach a broader audience, there is also the option to target those who have already liked a page. Facebook controls the visibility of posts on newsfeeds, requiring payment to reach a larger audience beyond the initial likes.

For smaller sites like Blue Jay Blog, the focus is on maximizing visibility among Facebook likers through weekly posts. Financial resources are allocated to ensure these posts reach as many partially-engaged users as possible.

Despite the emphasis on content quality, marketing strategies play a significant role behind the scenes. Understanding the dynamics of platforms like Facebook is crucial in the contemporary digital landscape.

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About Tim Urban

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