Social Media Strategies and Tactics - session 4

1. Social Media Strategies
and Tactics
Session 4

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6. ● Google Analytics - Allows you to improve your site, app,
and marketing channel performance with specialized data
reviewing features. (More on this later.)
● Bitly - Best known as a free link shortener
○ Reports show how many clicks each link generated and
when people clicked, down to the hour. The report will
also include which platforms people used to share the
link so you know if most of your traffic is coming from
Twitter, LinkedIn, and so on.

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8. Free Analytics Packages
● Open Web Analytics
○ Can measure the click-stream of each visitor,
pinpointing exactly where they click on your page.
○ Has heat maps, which track where visitors click on your
site.
○ Has the ability to record mouse movements so you can
see how visitors navigate your pages and officially
become conversions.

9. Heatmap

10. Free Analytics Packages
● Clickly - Clearly lists every visitor, including when they
visited, where they’re located, where they were referred
from, how long they stayed on your page, and what actions
they took. Clicky also provides heat maps in real time, not
just for a collection of visitors, but for each individual.

11. Clickly - Individual user data

12. Clickly - Heatmap

13. Real time, on-site statistics

14. Free Analytics Tools
● SimilarWeb - lets you plug in any website or mobile app,
receive insights about traffic and rankings, and compare
the data against competing sites.
○ You can see the website’s global rank, country rank, category rank (such
as Books and Literature, Shopping, and Marketing and Advertising), and
traffic by country. You’re also see an overview of total desktop and mobile
visits from the past six months, which are broken down by time on site,
pages per visit, and bounce rate.
○ You can see how your traffic stands against your competitor’s, just click
Add Competitors at the top of the screen, and select from the drop-down
list or enter your own suggestion. You’ll see side-by-side comparisons of
your ranking, traffic overview, and referrals.

15. SimilarWeb

16. Free Analytics Programs
● SEMRush - Users can see a website or keyword’s traffic
breakdown by organic search, paid search, backlinks, and
display ads. Below that data, you can see live updates of
top organic keywords and organic competitors, paid
keywords and paid competitors, and sample ads. There are
also lists of backlinks and indexed pages to browse
through.
● Users can click on any of these graphs or lists to view an
expanded report.

18. Free Analytics Programs
● Moz Keyword Explorer -
○ It’s more comprehensive than most keyword search
options out there, and it’s built to take the manual labor
out of keyword research.
○ The tool takes you all the way through the keyword
research process—from discovering keyword ideas to
getting metrics to building a list, filtering the keywords
on it, and prioritizing which ones to target based on the
numbers that matter.

19. Moz Keyword Explorer

20. Free Analytics Programs
● Cyfe - all-in-one dashboard that helps you monitor data
across multiple sites and applications, such as Google
AdWords, Salesforce, PayPal, MailChimp, and WordPress.
● Notonly can you see all of this data in one place, but you
can also customize your dashboard with over 40 widgets
for different sources and platforms. And if you don’t find
what you want from Cyfe’s widget pool, you can create
your own widgets.

21. Cyfe Dashboard

22. Free Analytics Programs
● Google Search Console - The platform basically helps you
make sure your website or Android app is Google-friendly
and shows up in relevant search results.
○ Search analytics reports, show how often your site appears in Google search results, how many
clicks and impressions came from those results, and which queries prompted those results. You
can also compare data to see how your search results fare between mobile and desktop users,
U.S. and UK visitors, etc.
○ Alerts for errors or issues. If you run a URL that Google can’t crawl or that returns an HTTP error
code, Google will send a notification so you can address the problem.
○ Tests to see if Google can “understand” your content. Through a program called Fetch as
Google, you can see whether the Googlebot can access a page on your site. If there are issues,
you can even see if resources such as images are being blocked by the bot. This way, you can
go back in and debug your site, if need be.
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23. Google Search Console

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26. Audience Overview

27. Mobile

28. Location

29. Channels

30. Social

31. Site Content - Pages

32. Pages sorted by time on page

33. User Flow

34. Accessing Facebook Insights

35. Export Facebook Insights

37. Insights Overview Page
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38. 5 Most Recent Posts

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51. Demographics

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92. Instagram Analytics
● Slowly rolling out business analytics, not available to all
users yet.

93. Instagram Top Posts

94. Instagram

95. Boosted Instagram Posts
Likes: 59 (+50 = 109)
Reach: 271 people (+ 216 = 487)
Engagement: 63 people
Likes:48 (+ 36 = 84)
Reach: 143 people (+ 148 = 291)
Engagement: 48 people

96. Boosted Instagram Posts
Likes: 41 (+ 28 = 69)
Reach: 182 people (+ 100 = 281)
Engagement: 42 people
Likes: 60 (+ 43 = 103)
Reach: 212 people (+ 109 = 321)
Engagement: 63 people
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