Engagement is the currency that drives transactions - this applies especially to social networks, where keeping attention is challenging-yet-essential for successful social media marketing.
Two ways to measure who's on top of the social sphere are social logins and social shares. As users choose to login with a given network's ID, they are pledging a certain amount of allegiance. And as users interact on a network, and choose which content to share, they increase the organic virality of content - enhancing value for digital marketers.
Mobile engagement rules - on Pinterest
Mobile is clearly where the money is - companies, such as Facebook, are pivoting away from desktop and going all in on mobile, where they hope to maintain the relevance that drives revenue. But who's doing it the best - i.e. which network's users are the most engaged on mobile?
Pinterest. Users of that network are by far more likely to be pinning and engaging via mobile than any other platform. ShareThis has kindly shared the breakdown of how this looks across networks, emphasizing the mobile-first behaviors of many consumers.
Mobile users of Twitter and Pinterest are seriously sharing: the majority of sharing on each platform is done via mobile, showing the strength of both platforms in the mobile shift. Facebook continues to have a cross-platform presence, while still managing to monetize mobile quite successfully.
Facebook is still winning social logins
Gigya has released its latest Q2 data on social logins - and Facebook is widening the gap, making it nearly impossible for another network or entity to come in and gain share. It will take a massive amount of disruption for another winner to come in and take Facebook's cake.
This infographic explains it all. Notably, Yahoo is diminishing in share while Facebook gains - not a welcome shift for Yahoo, given that company's ongoing onslaught via acquisitions on the digital content space.
Full infographic here.
NB: Social fingers image courtesy Shutterstock.