Paid, Owned and Earned: Social Becoming More Valuable to Brands

Here’s one counterpoint to that contested Forrester report on how Facebook is failing marketers. Adobe’s inaugural “Social Media Intelligence” [pdf] report, a wide-ranging analysis of social’s value to brands, indicates that, well, that value is growing. The study reveals that revenue per visit (RPV) is rapidly growing across key social platforms: RPV grew 39% between 2012 and Q3 2013 for Facebook (to $0.93), while growing by 150% for Pinterest (to $0.55) and quadrupling for Twitter (to $0.44). And that’s despite attribution tracking possibly undervaluing social. (more…)