Are you using the right social media metrics and analytics tools to monitor, assess and improve your social media performance?
What analytics are you measuring and what should you be measuring in your social media tracking?
Monitoring your social media analytics can make the difference between the success or failure of your social media presence.
The world of social media has taken off so significantly in recent years that there are now all sorts of different metrics, analytics, and tools you can use to look at the performance of your social media content.
Engagement on social media and engagement with your brand are two separate things. While you think that people are engaging with your brand on social media, they’re still on someone else’s network, with the ability to be distracted by something else – a cat, maybe – at any time.
It’s not your time, it’s theirs.
However, when they move onto one of your properties – your website, principally, you can start to analyze what they’re really doing. And this is where social metrics gets really interesting.
Take, for instance, the difference between Twitter and Facebook visitors once they’ve landed on your site. I’ve frequently found huge differences in subsequent engagement, with many Twitter visitors leaving after one or two pages at most, and Facebook visitors (on the desktop) staying for at least four pages. Think of how you use Facebook. During the evening hours, many users will scroll through their feeds until they see the last thing they remember on Facebook.
How likely is your audience to share your content? When your followers and fans feel motivated to spread your message, your engagement can increase exponentially.
You’ll find engagement levels through different metrics in your social media insights. Engagement can be in the form of retweets, forwards to a friend, comments, likes, shares, and inbound links.
The engagement rate for social media is typically defined as the total number of interactions with your content divided by the total number of impressions it receives. While this KPI (A Key Performance Indicator is a measurable value that demonstrates how effectively a company is achieving key business objectives) can help you determine at a high-level if people engage with your social content, it won’t tell you if they do so in ways that are meaningful and profitable for your business. What counts as a meaningful social interaction varies from industry to industry, and even from company to company.
If your social metrics include irrelevant actions, it will be difficult to tell if you’re making the impact you intend. Thus, it’s important to have a narrowly defined engagement rate that only includes interactions relevant to your brand goals.
To develop a custom engagement rate, the first step you need is to define the engagements that matter.
Facebook interactions and engagements take form in:
- Video Views
- Views of Facebook Live
- Link Clicks
Instagram (although owned by Facebook) has its own form of engagement tools:
- Hearts (double tapping)
- Instagram stories
- Inbound messaging
Some of Twitter’s default engagement rate includes all interactions:
- Likes (hearts)
- Link clicks
- Hashtag clicks
- Profile photo clicks
A general guideline for determining a user’s level of effort is to consider how engaged or interested that user is at the moment they interact. A simple and easy formula is to assign a weight system based on the user’s level of effort. For instance, if a user were to give you a Like on Facebook, heart on Instagram or a Like on Twitter – you would assign a 1 to that action given it is the lowest threshold of engagement you can deliver on those three platforms.
On the other hand, if a user viewed your video or watched a Facebook Live session – you might assign a 3 to that action in that it required more engagement on their part.
Along those lines, if a user SHARED a Facebook post or Retweeted a tweet you might assign a 5 to that action. The viral nature of that engagement will potentially yield you more followers or customers in the end.
In the end, we recommend you harden your social reporting. Make sure the information you are collecting and monitoring is relevant, make it real-world, and not stuck in the isolated environment of the social network itself. Then you’ll get the acknowledgment and the return on investment that you need.
Here at Lucé Media, our team works with small- to medium-sized businesses and individuals who want to benefit from innovative, exciting new approaches to digital engagement. If you need top-notch assistance with your social media branding efforts, contact Lucé Media today!
Bounce Rate is one of the most misunderstood metrics in web analytics. Let’s demystify it for you.
A bounce is a single-page session on your website. OK, here is the very technical explanation: In web analytics, a bounce is calculated specifically as a session that triggers only a single request to the Analytics server, such as when a user opens a single page on your site and then exits without triggering any other requests to the Analytics server during that session.
You find your bounce rate using Google Analytics.
Bounce Rate is the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the Analytics server.
These single-page sessions have a session duration of 0 seconds since there are no subsequent hits after the first one.
High bounce rates typically indicate that the website isn’t doing a good job of attracting the continued interest of visitors.
Three Reasons a high Bounce Rate is a GOOD thing?
Is a high bounce rate always a bad thing? It depends.
For example, if the success of your site depends on users viewing more than one page, then, yes, a high bounce rate is bad. Consider this: If your home page is the gateway to the rest of your site (e.g., blog posts, eCommerce pages, your checkout process) and a high percentage of users are viewing only your home page, then you don’t want a high bounce rate.
- On the other hand, if you have a single-page site like a blog, or offer other types of content where single-page sessions are expected, then a high bounce rate is perfectly normal. And don’t always view Bounce Rate as a bad thing. What if your user came to your site to specifically find a phone number or address or other contact information? Sometimes the user found exactly what they wanted and left.
- If you have several “landing pages” where you have a web form to fill out you will end up with a high bounce rate. But that is not a bad thing.
- Let’s say you have an eCommerce site where you are selling products. You are likely to have a lot of links to affiliated products or services. In this case, you WANT a high bounce rate.
How to lower your bounce rate
If your overall bounce rate is high, then you can dig deeper to see whether it’s high on the home page only or on other pages as well.
For example, if just a few pages are the problem, examine whether the content correlates well with the marketing you use to drive users to those pages. Is your navigation from one page to another clear to your users on the next steps you want them to take.
If the problem is more widespread, have your web developer take a look at your tracking-code to be sure all the necessary pages are tagged and that they’re tagged correctly.
If you still have problems you may want to reevaluate overall design of your website. Examine the language, graphics, color, calls to action, and visibility of important page elements.
8 Steps To Take to Lower Bounce Rates
- The single best way to lower your bounce rate is to amp up the engagement on the content you post.
- Make sure your site is optimized for use on mobile phones and pads. 80% of all Internet users are on mobile. Nearly 60% of all searches are done on mobile phones.
- Make sure you consistently use key words for your website. Have a content and keyword strategy
- Try to provide relevant content and showcase it. Also always be looking freshen up the content you are serving to visitors.
- Pay attention to how you create navigation. Make it clear and easy to understand.
- Make sure there is an easy to find search function on your home page or landing page.
- Get rid of pop-up ads.
- Make sure any external links are set to open in a new tab or window. Sharing external content is great, but do it in moderation.
Bounce Rate is a metric you can use to analyze your marketing efforts. You can use it to measure if you’re living up to your visitors’ expectations. And you can use the bounce rate to decide which pages need more attention. At Luce’ Media we can help you implement best practices to lower Bounce Rates and help you drive more users to your website. Meeting your visitors’ expectations and making your pages more inviting for visitors all leads to creating an awesome website. And we all know that awesome websites rank better!
You might also be interested in improving the SEO for your website. Click here for more.
What happens when a potential buyer goes to Google to conduct a search on a product you sell? Does your business show up on the first page of results? How about the second page?
Digital Presence Management has many moving parts. There are many building blocks that can be arranged to provide services to a specific business. To have best in class local presence management strategies, a business must understand what makes up Digital Presence Management (DPM). Here are just three areas you should know:
- Local Presence. All of the information surrounding a business’s actual physical location, such as where to find it on a map, business hours and its name, address and phone.
- Online Presence. All of the information, processes, and marketing for a business that is presented online. Consumers usually conduct a Google search to find this information, which includes the website, any social media pages, blogs, online reviews from multiple sites, any search engine optimization (SEO) done, and pay-per-click (PPC) advertising just to name a few.
- Local Presence Management. This refers to the seamless merging and control of local and online presence components to positively affect and cultivate a brand’s or business’s presence across the Internet.
Two years ago Google announced that mobile search had surpassed Desktop search. Fast forward to today and more consumers are making more purchases from an iPhone or Samsung than any other device. But have brick and mortar companies taken the time to keep up with the technological opportunities that will drive foot traffic in your business. For instance, is your website optimized for mobile users?
Similarly, with changes to Google’s algorithms the need to have consistent data about your company or business across parts of the Internet will insure you rank much higher when that Google search is conducted. Having consistent data such as: address, phone, and business hours; makes it easier for search engines and consumers to find the business. Today, submitting your information just to Google or Bing or Yelp will not guarantee you the highest ranking in searches possible.
Consistently staying active on at least the major social media channels – Facebook, Twitter and Instagram – will also contribute to a higher ranking in online searches. In short, having engaging social media posts will alert consumers to your business which in turn will send more foot traffic to your locations.
Finally, shoppers want to be able to easily find a business on their mobile device in order to get to your location quickly. It is imperative if you are a brick-and-mortar location to correctly appear on Google and Apple maps. To accomplish that, you need to make sure you show up in the dozens of syndicated listings used by mapping companies to correctly locate you.
What’s The Solution for Digital Presence Management?
At Lucé Media – we get it. Managing all of this information is hard, time consuming and probably not in your wheelhouse. But it is in ours. Click here to get a FREE report on everything you should know about Digital Presence Management. Luce’ Media will offer you low cost solutions to enhancing your Digital Presence. We can provide easy to understand methods of posting to social media that gets results and can consistently monitor your Digital Presence to make sure it remains optimized at all times. Click here, scroll to the bottom and plug in your companies name and see if your Digital Presence is optimized. If not, let’s talk!