สื่อสังคมออนไลน์มีหลากหลาย นักการตลาดอาจจะสับสนและไม่สามารถนำสื่อสังคมออนไลน์มาใช้ให้เหมาะสมกับธุรกิจของตนเอง เอกสารนี้เป็นการสรุปเว็บไซต์สือสังคมออนไลน์สำคัญ ประโยชน์ที่ได้รับ การนำไปใช้และสุดท้ายการวัดผลลัพธ์ความสำเร็จ

1. Channel Overview Benefits Considerations Sample Metrics
Facebook
• Social network for sharing text
posts, images, videos
• >1 billion users (>600 million
active users)
• Instagram integration grew
user base, image sharing
• Increasing B2B applications
and lead generation
• Brand pages provide stronger
customer/partner experience
• Ad platform increasingly
effective for B2B lead gen
• High user engagement and
content sharing activity
• Interactions are relationship-
driven, needing regular
engagement
• Limited control over content
sharing or commentary
• Likes (Posts/Pages)
• Comments
• Shares
• URL Clicks
• Referral Traffic
LinkedIn
• Professional social network
with >200 million users
• 60% of members live outside
the U.S. in >200 countries
• Users can interact with other
professionals, companies and
topic-specific groups
• Generates more B2B leads
than Facebook or Twitter
• Effective for branding and
recruitment
• Employee interaction can aid
reputation and recruitment
• Referral traffic limited, but
targeted with potential
customers or recruits
• Employee interaction requires
clear guidelines for behavior
• Trend toward more engaging
design for brand pages
• Job Applications
• Brand Page Followers
• Group Members
• Comments
• Shares
Twitter
• Microblogging platform with
140-character text-post limit
• Share (tweet) text updates,
links, images and videos
• >200 million active users
• Vine service shares six-
second video clips
• Can allow for quick customer/
partner communications
• Strong use among journalists
and investors
• Highly trafficked: 6 million
monthly uniques
• Increasingly indexed in Google
search results
• Short form content can
provide challenges for key
message communications
• Requires consistent content
syndication and monitoring
• Followers
• Retweets
• Mentions
• URL Clicks
• Referral Traffic
YouTube
• Video sharing site with >800
million monthly uniques
• #2 search engine in the world
(behind Google)
• 70% of traffic comes from
outside the US
• Localized in 53 countries
• Strong for product and service
education, featuring partners/
customers
• Integrated into other social
media channel experiences
(esp. Facebook, Twitter)
• Videos highly integrated into
search results
• Video creation can be
expensive – find a balance of
value, exposure and cost
• Allows for comments to be
turned off to limit negative
exposure
• Video Views
• Average Drop-off
• Shares
• Subscribers

2. Channel Overview Benefits Considerations Sample Metrics
Google+
• Social network sharing status
updates, images, videos, etc.
• >235 million active users
• Lower overall engagement
than Facebook
• Users “+1” content/pages they
like
• Highly integrated in Google
search results
• Connect with partners and
customers using Circles,
Communities or Hangouts
• Can be integrated into other
Google applications
• More limited adoption/active
users than Facebook
• Administration can be difficult
• Audience skews male
• Limited ability to control
content sharing or
commentary
• Followers
• +1s (Posts/Pages)
• Comments
• Shares
• URL Clicks
• Referral Traffic
SlideShare
• Presentation sharing site for
uploading slide decks
• >60 million monthly visitors
• >130 million monthly
pageviews
• Strong sales force use
• Branded channels host multiple
elements (slides, videos,
documents, etc.)
• Embed audio tracks for a more
engaging experience
• Presentations can be
embedded on other sites
• Limited referral traffic or SEO
benefit
• Free accounts limit uploads,
tracking and display settings
• Paid accounts provide more
uploads, analytics and lead
capture
• Followers
• Presentation Views
• Shares
• Comments
StumbleUpon
• Social bookmarking site and
browser application
• >25 million users
• Paid Discovery (ad platform)
pushes brand content to users
in an organic format
• Strong platform for syndicating
web pages across various
consumer interests
• Paid Discovery can drive
significant, cost-effective traffic
• Audience targeting is accurate
to interest categories
• B2B community adoption has
been limited
• Brand presence emerging,
with positive effect on search
• Visual content (images, video,
experiential demos) perform
best
• Followers
• Referral Traffic
• Paid Stumbles
• Organic Stumbles
• Cost Per View
• Effective Cost Per View
Flickr
• Image sharing site creating
social networks around visual
content
• Upload images/videos, create
galleries/groups
• Recently added video sharing
capabilities
• >50 million members
• >80 million monthly uniques
• Heavily indexed by search
engines, with image search
assisting brand exposure
• Helps organize and syndicate
images from events, product
launches, etc.
• This channel does not require
significant time or resource
commitment
• Integrated with Yahoo (owner)
• Provides little referral traffic
• Image licensing options can
be selected, though Legal
department may require
monitoring to assure
appropriate third-party usage
• In-depth metrics available
only through paid accounts
• Views
• Group Members
• Top Images (paid)
• Visitor Behavior (paid)

3. Channel Overview Benefits Considerations Sample Metrics
Pinterest
• Community site for sharing
(“pinning”) web content,
primarily in image collections
• >48 million users
• >25 million monthly uniques
• Has shown ability to provide
noticeable referral traffic
• Business pages create a
unique, image-based brand
experience
• Business accounts have
access to a free analytics tool
• Does not facilitate direct
consumer engagement
• Users skew heavily female
• Emerging B2B business
presence and content
• Copyright holders can request
content be removed
• Sites can opt-out of ability for
images to be shared
• Followers
• Clicks/Most Clicked
• Repins/Most Repinned
• Reach
• Visitors
Reddit
• Bulletin board-style social
news and entertainment site
• Users submit links and text for
community commentary
• >43 million users
• >33 million monthly uniques
• Perhaps the most active user-
driven community online today
• If content resonates, referral
traffic can be extremely high
• Interesting subject-matter
experts with captivating images
can gain strong exposure
• Other reputable sites pick up
“front page” content
• Content perceived as “spam”
will receive strong negative
attention
• Content must be seen as non-
promotional
• Community can ban users
pushing branded content
• Users skew heavily male and
interested in technology
• Comments
• Points
• Up Votes
• Down Votes
• Karma
Quora
• User-generated Q&A site
• Login required to see all
answers
• Tags categorize questions
• Top answers (as voted by
other users) appear at the top
• >1.5 million monthly uniques
• Q&A format follows search
behavior, providing strong
position in search results
• Q&A threads can provide
valuable insights for messaging
and content creation
• Direct brand communications
(answering questions) is
difficult, but not unheard-of
• Approved employees would
have the best engagement
opportunities
• Referral traffic is limited, with
little SEO benefit
• People Viewing
Questions
• People Following
Questions
• Relevant Questions
• Relevant Answers
Instagram
• Photo sharing and
manipulation site
• Strong mobile usage
• Integrated into Facebook
• >100 million users
• Strong user base and
Facebook integration for
highlighting images of products
and/or services
• API allows images to be
displayed on websites
• Little precedent for B2B
usage
• Among the more progressive
content syndication and
audience engagement tactics
• Little SEO benefit
• Followers
• Likes
• Comments

4. Channel Overview Benefits Considerations Sample Metrics
Delicious
• Social bookmarking site
• Users interact with each other
around similar content and
interests
• >5 million users
• >180 million bookmarks
• Stacks feature allow users to
follow brands or subjects they
like
• Highly bookmarked links will
appear on the site’s front page
for added visibility
• There is no direct
communication between
brands and customers
• Site experience is geared
toward individuals, not overall
brands
• Traffic (and referrals) has
trended downward recently
• Bookmarks
• Referral Traffic
Digg
• Social news/bookmarking site
• Users up vote (digg) or down
vote (bury) posted content
• Content can be categorized
into Reading Lists for easier
consumption
• >3.5 million monthly uniques
• Community of users can still
generate strong referral traffic
• Image
• Traffic to Digg (and from Digg
to other sites) is on a decline
• No brand presence, but new
ad platform allows for content
to be pushed to users
• Little control over user
interaction with content
• Diggs
• Referral Traffic
Foursquare
• Location-based social network
• Users check-in to locations,
share images and text posts
• Foursquare Explore (search
engine) provides localized
results
• >25 million users
• Work spaces and events can
be leveraged for greater
employee/customer interaction
• Branded check-ins syndicate
socially for greater reach
(especially Facebook, Twitter)
• Does not allow comments on
stories (yet)
• Greater consumer-product
and entertainment usage
• Special offers and badges
haven’t made a relevant
transition into B2B
• Check-ins
• Favorites
• Brand Mentions