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Analyzing Your Traffic

Analyzing Your Traffic



These slides were created for the course: ...

These slides were created for the course:
Comm 350R Social Media
Dr. Matthew J. Kushin
Department of Communication
Utah Valley University

For more on the course see:

For more about the professor, see:
or @mjkushin on Twitter



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    Analyzing Your Traffic Analyzing Your Traffic Presentation Transcript

    • Social Media CourseDr. Matthew J. Kushin
      Assistant Professor
      Department of Communication
      Utah Valley University
    • Tools for Analyzing Your Traffic
      Dr. Matthew J. Kushin
      Course: profkushinsocial.wordpress.com
    • Unit 3 Review
      Social Data: Basic Brand Monitoring, Trending, Analyzing your Data, Search Optimization
    • 1) Monitoring Station
      Strengthen monitoring station by adding real-time web searches
      Photo: eyesore9
    • 2) Trends in Social data
      Data on an issue, subject or event over a period of time
      Looking at social data across time can uncover trends, or patterns of behavior
      These trends can inform decision making
    • 3) Optimizing for Search
      Reputational Search
      Social Search
      Basic Code
    • Last But Not Least….
      Analyzing Your Traffic Data
    • Analyzing Your Traffic
      Data tools help us monitor success of our online promotion, such as:
      How many people come to our site and what do they look at?
      How many people clicked on a link in a Twitter post?
    • Analyzing Your Traffic
      In other words
      Another way of measuring outcomes of our strategic efforts
    • Website Traffic
    • 2 Types of Tools we’ll focus on
      Website Traffic
      URL Shorteners
    • Website Traffic
      Wordpress Dashboard
      Google Analytics
      Unfortunately – Wordpress doesn’t work with Analytics
      Note: You can learn Google Analytics for free from Google’s Conversion University!
      Picture: by BottleLeaf
    • Website Traffic
      Related to your search optimization efforts
      Is how you assess success of optimization and make adjustments
      Picture: by BottleLeaf
    • When it comes to traffic:“Look for patterns of behavior, don’t get caught up in individual anomalies”
    • Some Key Features
      Visits Timeline
      Top Posts & Pages
      Search Engine Terms
      Picture: by BottleLeaf
    • Visits Timeline
      Shows visits to your site over time
      Like search trends, we can see patterns
      Pic by bylukemontague
    • What is your goal?
      Check the health of our website traffic
      If we have a campaign to drive traffic, we can see if there was an uptick in traffic!
      Pic by bylukemontague
    • Visits Timeline
      Week view
    • Top Posts & Pages
      Top pages on your site people viewed & # of times they viewed them
      Pic by ZeroOne
    • What is your goal?
      May want people to go to certain sites – like your “check out” site
      May want people to view as many pages as possible
      For blogs, people will often only goto your main page, reading multiple articles there
      Pic by ZeroOne
    • Example: What does this tell you?
    • Search Engine Terms
      Are you optimized for search!?
      Things people typed into a search like Google that led them to your page
    • Example
    • Referrals
      Sites people clicked links from to get to your site
      Pic by ...-Wink-...
    • Example
    • URL shorteners
    • URL Shorteners
      3 popular URL shorteners are:
      HootsuitesOwly– within hootsuite
      http://bit.ly - Bitly
      http://goo.gl – Google’s URL shotener
    • Link Stats
      All 3 provide stats about your links
      Meaning, any link you share will track statistics of who clicked on it
    • Link Example
      1) You take your home page
      2) Enter it into a URL shortener
      You get a shoretened URL, say:
      3) You share your short URL
      Every time someone clicks on that URL it is tracked
    • Link Example
      Your Short URL
      10 Original Clicks
      I Tweet It
      20 More Clicks
      Tracks your link as it spreads
      More RT
      More Clicks
      More RT
      More Clicks
    • Key Features to Focus on
      # of clicks
      what site they clicked on your link from
      Tweets, Shares, Likes, etc.
      Conversation (or tweets mentioning your link)
    • Bit.ly Example Tracked URL
    • Bit.ly Example Tracked URL
    • Hootsuite
    • Summary Strategy
      All Social Data tools discussed are useful when strategy is applied to them
      Your goals
      Attainable outcomes
      Strategy for achieving them
      Help us make decisions and adapt to improve our efforts
      Useful to show clients outcomes
    • Transferable Skills
      Many tools offer metrics
      The tools will change
      The skills are transferable
      If you understand how to use metrics you can adapt this skill to many different sites
      Pic by flattop341
    • Example: Facebook Insights
      Stats on Facebook page visits
      Such as:
    • Example
    • Thoughts…
      Questions? Thoughts?
      What are some ways we could use metrics in real world situations?