What we can learn from the numbers Twitter and Facebook don't want us to see

Perhaps we should question social media more in 2014

Share
Related Topics

What is there left to say about social media? The top ten social media sites reached over 3.8bn total users in 2013, and show few signs of slowing down.

Every day on Facebook there are an average of 4.5bn likes, and on Twitter 58m tweets. One hundred hours of video is uploaded onto YouTube every minute, and 6bn hours watched each month.

Somewhat inevitably, the ascent of social media has become less and less surprising over the last several years. Gone are the dramatic days of the mid-noughties, when the tragic rise and fall of sites like Myspace and Bebo made for compelling narratives.

Now, reports released by the likes of Twitter, Facebook and Google+ all suggest that everyone now wants to be long-term friends with Silicon Valley’s biggest socialites.

But for anyone tired of hearing of all of the constant success stories, then there are always the numbers that social media sites don’t want us to see, which in my opinion are a lot more interesting.

For example, Twitter reported this year that it had reached 232m monthly active users. It has repeatedly refused to disclose, however, the total number of accounts that have been registered since its launch in 2006.

It’s not hard to see why this might be. According to the social media analysts Twopcharts, there are around 912m accounts registered on the site. This would mean that Twitter contains around 680m inactive accounts – almost three times the number of active accounts.

As the data journalist Jon Bruner wrote earlier this month: "Writers who cover Twitter find the grandiose irresistible; nearly every article about the service’s IPO this fall mentioned the heroes of the Arab Spring who toppled dictators with 140-character stabs, or the size of Lady Gaga’s readership, which is larger than the population of Argentina.”

Taking a sample of 400,000 tweets, Bruner looked at how many users were actually interacting with each other on the site. What he discovered was that Twitter might not be anywhere near as social as people think.

“In comparative terms,” he wrote, “almost nobody on Twitter is somebody; the median Twitter account has a single follower." Bruner also found that even among active accounts, of which there are a considerable amount less, the median number of followers is just 61.

Given that the entire business model of social media relies on the amount of registered users, it’s unsurprising that sites may want to hide their less impressive numbers and beef up their stats.

This is something of which Facebook and Google+ are both guilty, as the way they measure their engagement is deceptively broad. Google+ may have 540m monthly active users, but this year they disclosed that this takes into account anyone who clicks on a +1 button that may be embedded on an external page (such as this one). Likewise, Facebook also takes into account anyone who clicks on a like or share button on any external site, meaning that you don’t have to use Facebook directly to be considered one of its monthly active users.

With all this in mind, perhaps 2014 should be the year we question social media a little bit more. As more sites emerge, the competition for people’s attention will only increase, meaning that companies will have to continue to carefully select their best looking stats more and more.

But we should be comforted by the fact that the numbers are often slightly skewed, as it means that not as many people spend as much time on social media as we are led to believe. Personally, I intend to spend less time on Facebook in this new year, reassured that I am not as alone in switching off as I thought I might be. And safe in the knowledge that the average Twitter account has only one follower, I might try to stop worrying about my paltry 200.

 

React Now

iJobs Job Widget
iJobs General

Apprentice IT Technician

£150.00 per week: QA Apprenticeships: This company is a company that specializ...

1st Line Technical Service Desk Analyst IT Apprentice

£153.75 per week: QA Apprenticeships: This company is an innovative outsourcin...

1st Line Helpdesk Engineer Apprentice

£150.00 per week: QA Apprenticeships: This company has been providing on site ...

Sales Associate Apprentice

£150.00 per week: QA Apprenticeships: We've been supplying best of breed peopl...

Day In a Page

Read Next
 

i Editor’s Letter: The Sussex teenager killed fighting in Syria

Oliver Duff Oliver Duff
Actor Zac Efron  

Keep your shirt on Zac – we'd all be better for it

Howard Jacobson
How I brokered a peace deal with Robert Mugabe: Roy Agyemang reveals the delicate diplomacy needed to get Zimbabwe’s President to sit down with the BBC

How I brokered a peace deal with Robert Mugabe

Roy Agyemang reveals the delicate diplomacy needed to get Zimbabwe’s President to sit down with the BBC
Video of British Muslims dancing to Pharrell Williams's hit Happy attacked as 'sinful'

British Muslims's Happy video attacked as 'sinful'

The four-minute clip by Honesty Policy has had more than 300,000 hits on YouTube
Church of England-raised Michael Williams describes the unexpected joys in learning about his family's Jewish faith

Michael Williams: Do as I do, not as I pray

Church of England-raised Williams describes the unexpected joys in learning about his family's Jewish faith
A History of the First World War in 100 moments: A visit to the Front Line by the Prime Minister's wife

A History of the First World War in 100 moments

A visit to the Front Line by the Prime Minister's wife
Comedian Jenny Collier: 'Sexism I experienced on stand-up circuit should be extinct'

Jenny Collier: 'Sexism on stand-up circuit should be extinct'

The comedian's appearance at a show on the eve of International Women's Day was cancelled because they had "too many women" on the bill
Cannes Film Festival: Ken Loach and Mike Leigh to fight it out for the Palme d'Or

Cannes Film Festival

Ken Loach and Mike Leigh to fight it out for the Palme d'Or
The concept album makes surprise top ten return with neolithic opus from Jethro Tull's Ian Anderson

The concept album makes surprise top ten return

Neolithic opus from Jethro Tull's Ian Anderson is unexpected success
Lichen is the surprise new ingredient on fine-dining menus, thanks to our love of Scandinavian and Indian cuisines

Lichen is surprise new ingredient on fine-dining menus

Emily Jupp discovers how it can give a unique, smoky flavour to our cooking
10 best baking books

10 best baking books

Planning a spot of baking this bank holiday weekend? From old favourites to new releases, here’s ten cookbooks for you
Jury still out on Manchester City boss Manuel Pellegrini

Jury still out on Pellegrini

Draw with Sunderland raises questions over Manchester City manager's ability to motivate and unify his players
Ben Stokes: 'Punching lockers isn't way forward'

Ben Stokes: 'Punching lockers isn't way forward'

The all-rounder has been hailed as future star after Ashes debut but incident in Caribbean added to doubts about discipline. Jon Culley meets a man looking to control his emotions
Mark Johnston: First £1 million jackpot spurs him on

Mark Johnston: First £1 million jackpot spurs him on

The most prize money ever at an All-Weather race day is up for grabs at Lingfield on Friday, and the record-breaking trainer tells Jon Freeman how times have changed
Ricky Gervais: 'People are waiting for me to fail. If you think it's awful, then just don't watch it'

Ricky Gervais: 'People are waiting for me to fail'

As the second series of his divisive sitcom 'Derek' hits screens, the comedian tells James Rampton why he'll never bow to the critics who habitually circle his work
Mad Men series 7, TV review: The suits are still sharp, but Don Draper has lost his edge

Mad Men returns for a final fling

The suits are still sharp, but Don Draper has lost his edge
Google finds a lift into space will never get off the ground as there is no material strong enough for a cable from Earth into orbit

Google finds a lift into space will never get off the ground

Technology giant’s scientists say there is no material strong enough for a cable from Earth into orbit