How to Measure the Effectiveness of Social Media Content - dummies

How to Measure the Effectiveness of Social Media Content

By Shiv Singh, Stephanie Diamond

You can measure the effectiveness of your social media content with standard analytics. How do you measure your results? Are viewers or readers recommending your content to people other than those you reached directly through your own efforts? Your website stats reveal the most, but you can glean information from specific statistics for each type of content sharing.

You can find an amazing amount of information about the effectiveness of your content simply by using the program that tracks your website statistics, whether that is Google Analytics or any other program.

Perhaps the easiest solution is to install Google Analytics on every content-sharing platform for which it’s offered.

Review your general statistics to find the following types of information:

  • The number of visitors who land on the home page of your blog or other content site: Watch for variations in the number and timing of visits as well.

  • The number of visitors seeking specific posts, videos, or podcasts: This information tells you that visitors found the post through an external link, or perhaps a specific set of keywords in a search engine. Most analytics enable you to search Content results to the page level.

  • How visitors arrived at your content-sharing site: Someone might have used a search engine, entered the URL for your social sharing presence, or linked from another website.

  • How long visitors remain on a specific post page: If the duration of a visit is shorter than the potential length of time spent reading the post and pondering its contents, the post wasn’t effective. You see this in the bounce rate.

    Capitalize on effective posts by creating similar posts. When you analyze your web statistics, you’ll know which posts are effective.

  • The number of unique visitors to your content-sharing site compared to the number of visitors to your website: For instance, content posts can consist of unique information about your products or services. The more unique visitors you have to specific content posts, or to your content in general, the better your information is received.

    If your blog attracts more unique visitors than your site does, consider creating links in your blog posts to related information on your website. If your site receives more hits than your blog, add some links from the specific products or services you offer to blog posts about these specific items.

  • The number of people who linked to your website from one of your content-sharing pages.

  • The geographical location of your content visitors: If the majority of visitors are from a country or area other than your target market, change your message.

    The direction of traffic: Once you have an established content-sharing presence, your traffic rate and number of incoming links to your website should increase. If they aren’t increasing, consider shaking things up a bit by offering different content. Look at which posts have been popular in the past. Expand on those topics or put a new spin on them, and carefully monitor the results.

  • Which pages are most frequently used to enter or leave the site: If visitors are entering and exiting the home page and spending only a short length of time on your site, they’re skimming only one or two posts before getting out of Dodge. If you’re facing this situation, it’s time to rethink your message.

    Visitors entering your site on a specific page, however, have honed in on a specific post from either a search engine result or an incoming link. If you have lots of these and visitors are spending a fair amount of time on your site and exiting from a different page, you have an effective content-sharing site.