Being web focused, I tend to use Google Analytics to gain visitor information, but in the walled-garden of social we are limited to some extent by what the application itself provides us. Luckily Facebook is improving their page ‘Insights’–a limited version of Analytics, so admins can keep informed of page activity
Just at a glance of the insights opening ‘overview’ page you can already tell that this page receives over twice as much interaction as it does have likes, this kind of extended reach is often overlooked by page admins.
I have uploaded screen caps from the 3 other top-level pages: Page, Posts and People…
As you can see above it shows the progresson of likes and even unlikes (I wish that feature were available to peoples own profiles!)…
Posts is a run-down of all the pages posts which can be filtered–I have this filtered by reach just to show you that a page with 1000 likes can have a post reach over 3 times its page audience. (and this usually exponentiates the more users or ‘likes’ the page has)
And lastly People breaks down our users demographics.
Yeah, this was probably not the most informative on Facebook Page Insights; but those who know me know my motivation
Last week I recived an unsolicited phone call from a PPC (pay-per-click) re-seller wanting to take me on as a client; Now I dont have anything against PPC per-say, however it is important to note that a PPC campaign can be counter intuitive in some situations.
An example of this is when I was working at UNDA: The marketing manager had arranged a PPC campaign that ran on a selection of keywords the marketing team thought would drive traffic to the site. Of those keywords were a few that related to the University’s name, Notre Dame, this had a couple of disadvantages that were overlooked by the marketing team:
- Searches for Notre Dame that were paid for were mostly not related to interest in the University. We were in effect paying for a higher bounce rate
- Google was used as a site search internally, causing us to pay for clicks from within our own domain
- Course related keywords purchased (Medicine, Law, et al) were of high cost, and proved little return
My recommendation was to suspend PPC, as we were paying for traffic that was of no use to us as a business–we were seeking enrollments in courses; not just web hits.
This brings me to the call I received last week. I do not have AdSense on this blog to try glean revenue from traffic–the only revenue I intent on creating from this site is employment as a Web Developer / Administrator; I am the product here. A PPC campaign may increase hits to the site, but increased traffic does not equate to increased sales.
The trick to increasing quality hits is not by being the first to pop up in Google, the real trick is to have quality original content, that people will want to visit for. Webmasters should know what purpose their site serves, and should host content related to their purpose. There is no point driving traffic to your site if all they will do is click away.
I was playing with hootsuite today after looking at my lowrering Klout (Obviously due to deleting my FB) score and noticed that those on my twitter list the Klout of the following:
I expected O’Rielly to out rank Branson, but Gates also? and Gates less than Branson?. Im interested to know how Jobs ranks but there is no way Im following him on twitter.
If there is one piece of software I cannot live without (aside from a good text editor) it would be Xenu Link Sleuth–It is possibly the best link checking software available, and if configured correctly (via FTP) it can also detect orphaned pages.
Best of all its extremely fast!–I kulled over 800 broken (404) errors in a fraction of the time it would have taken me using either googles webmaster tools or the site checking reports in Dreamweaver
As ‘Webmasters’ its a good to have an idea about web traffic, not just to ones own site thru google analytics, but also potential traffic. One of the tools google offers is trends, for traffic on a particular keword. or there is internet traffic report, which has overall data info.