co Which Social Media Sites Make The Best Marketing Vehicle? |

I found this infographic and thought it was interesting, though I’m not real sure how helpful it is. It’s done primarily for the benefit of large corporations. However, I thought I’d share it with my small business audience. What do you make of it?

From the looks of this graphic I’d conclude that Digg and YouTube are the best social media marketing vehicles. Why? They have the highest number of “Good” ratings at 3 each. Let’s play a little numbers game.

Ascribing Numerical Values To Marketing Values

Since the chart measures each social media site according to 4 values (Customer Communication, Brand Exposure, Traffic and SEO) and since each of those values is rated in one of three ways (Good, OK or Bad) then let’s ascribe a numerical value for each of the three ratings. We’ll give a Good rating a value of 5, an OK rating a value of 3 and a Bad rating a value of 0. Each social media site will have 4 ratings and based on the final numerical outcome we can compare each site using these values and ratings as represented by their aggregate numerical value.

We’ll start with Twitter. Twitter is rated as Good for Customer Communication and Brand Exposure. That’s 10 points. It’s rated OK for traffic and SEO. That’s 3 points each, or 6 points. Total these and Twitter gets a total rating of 16 points.

Now let’s go down the list and add all the points together:

Twitter = 5, 5, 3, 3: 16 points
Facebook = 5, 5, 3, 0: 13 points
Flickr = 3, 3, 0, 5: 11 points
LinkedIn = 3, 5, 0, 3: 11 points
YouTube = 5, 5, 3, 5: 18 points
Digg = 3, 5, 5, 5: 18 points
StumbleUpon = 0, 3, 5, 5: 13 points
Yahoo! Buzz = 0, 0, 3, 3: 6 points
Reddit = 3, 5, 3, 3,: 14 points
Delicious = 0, 0, 3, 5: 8 points

The problem with these numbers is that they are a little bit misleading. Personally, I think Twitter is much more valuable to a small business’s marketing strategy than Digg. That’s not to say that Digg can’t get you some traffic. But many marketers have tried to use Digg for less-than-stellar results.

I think a better way to use this chart is to figure out which of the 4 values you most want to achieve in your social media marketing campaigns. Are you more interested in customer communication or brand exposure, traffic or SEO? If SEO is your goal then Digg, StumbleUpon and Delicious are just as valuable as Flickr and YouTube. If you’re looking for traffic then Digg and StumbleUpon might be your best bet, but marketers that I’ve spoken to who have used StumbleUpon for traffic have reported low conversion rates.

For brand exposure, Twitter and Facebook are at the top of the list, along with YouTube, LinkedIn and Digg. For customer communication, Twitter, Facebook and YouTube top the list.

So if you narrow down your goals and choose your social media site according to those goals then you’ll find that your social media marketing is much more effective.

What do you think? Can you see another way to use this list?