The document is a guide on social media traffic analysis by Dr. Matthew J. Kushin, outlining tools and strategies for monitoring brand performance and optimizing search visibility. It discusses the importance of trends in social data, analyzing website traffic using tools like Google Analytics and URL shorteners, and emphasizes a strategic approach to utilizing these metrics effectively. Key features include understanding visitor patterns, optimizing outcomes, and leveraging transferable skills in metrics analysis across different platforms.

1. Social Media CourseDr. Matthew J. KushinAssistant ProfessorDepartment of CommunicationUtah Valley Universityprofkushin.wordpress.commkushin@uvu.edu@mjkushin

2. Tools for Analyzing Your TrafficDr. Matthew J. KushinCourse: profkushinsocial.wordpress.com

3. Unit 3 Review Social Data: Basic Brand Monitoring, Trending, Analyzing your Data, Search Optimization

4. 1) Monitoring StationStrengthen monitoring station by adding real-time web searchesPhoto: eyesore9

5. 2) Trends in Social dataData on an issue, subject or event over a period of timeLooking at social data across time can uncover trends, or patterns of behaviorThese trends can inform decision making

6. 3) Optimizing for SearchReputational SearchSocial SearchBasic Code

7. Last But Not Least….Analyzing Your Traffic Data

8. Analyzing Your TrafficData 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?

9. Analyzing Your TrafficIn other wordsAnother way of measuring outcomes of our strategic efforts

10. Website Traffic

11. 2 Types of Tools we’ll focus onWebsite Traffic URL Shorteners

12. Website TrafficBasicWordpress DashboardAdvancedGoogle AnalyticsUnfortunately – Wordpress doesn’t work with AnalyticsNote: You can learn Google Analytics for free from Google’s Conversion University!Picture: by BottleLeaf

13. Website TrafficRelated to your search optimization effortsIs how you assess success of optimization and make adjustmentsPicture: by BottleLeaf

14. When it comes to traffic:“Look for patterns of behavior, don’t get caught up in individual anomalies”

15. Some Key FeaturesVisits TimelineTop Posts & PagesSearch Engine TermsReferrersPicture: by BottleLeaf

16. Visits TimelineShows visits to your site over timeLike search trends, we can see patternsPic by bylukemontague

17. What is your goal?Check the health of our website trafficIf we have a campaign to drive traffic, we can see if there was an uptick in traffic!Pic by bylukemontague

18. Visits TimelineWeek view

19. Top Posts & PagesTop pages on your site people viewed & # of times they viewed themPic by ZeroOne

20. What is your goal?May want people to go to certain sites – like your “check out” siteMay want people to view as many pages as possibleFor blogs, people will often only goto your main page, reading multiple articles therePic by ZeroOne

21. Example: What does this tell you?

22. Search Engine TermsAre you optimized for search!?Things people typed into a search like Google that led them to your page

23. Example

24. ReferralsSites people clicked links from to get to your sitePic by ...-Wink-...

25. Example

26. URL shorteners

27. URL Shorteners3 popular URL shorteners are:HootsuitesOwly– within hootsuitehttp://bit.ly - Bitlyhttp://goo.gl – Google’s URL shotener

28. Link StatsAll 3 provide stats about your linksMeaning, any link you share will track statistics of who clicked on it

29. Link Example1) You take your home pagehttp://ourteam.wordpress.com2) Enter it into a URL shortenerYou get a shoretened URL, say:http://goo.gl/013533) You share your short URLEvery time someone clicks on that URL it is tracked

30. Link ExampleYour Short URL10 Original ClicksI Tweet It4 Retweets20 More ClicksTracks your link as it spreadsMore RTMore ClicksMore RTMore Clicks

31. Key Features to Focus onTimeline# of clicksReferralswhat site they clicked on your link fromDistributionTweets, Shares, Likes, etc.Conversation (or tweets mentioning your link)

32. Bit.ly Example Tracked URL

33. Bit.ly Example Tracked URL

34. Hootsuite

35. Summary StrategyAll Social Data tools discussed are useful when strategy is applied to themDecide:Your goalsAttainable outcomesStrategy for achieving themHelp us make decisions and adapt to improve our effortsUseful to show clients outcomes

36. Transferable SkillsMany tools offer metricsThe tools will changeThe skills are transferableIf you understand how to use metrics you can adapt this skill to many different sitesPic by flattop341

37. Example: Facebook InsightsStats on Facebook page visitsSuch as:LikesShares

38. Example

39. Thoughts…Questions? Thoughts?What are some ways we could use metrics in real world situations?