One of the main things that I’m interested in learning more
about is how to track what people like most on my website. If you know what
people spend most there time looking at, you know what kind of content should
dominate your site. If something is receiving no traction, then its obviously time for it
to go. Another way of seeing what customers enjoy the most on your site is though tracking social sharing. The more your sight is "Pinned" "Liked" and "+1" the better off you'll be.
Following the
items that have been shared the most will also help you to correctly focus
customer content. The more shares you get, the more new customers that can find your
site. This will help lead you to more informed decisions that will increase the
organic shares of your content. This is a newer idea for me and many people and so there is less information on the topic. Here are a few ways to help track customer sharing to other sites.
There are less conventional ways of tracking how customers
are talking about you across social mediums such as searching keywords on
twitter or Instagram related to your company, and seeing what comes up. Luckily through google analytics you can use social plugins and have some of this tracked for you. [2] If you set up share buttons on each of your product images
it will increase much of the ease of tracking your shares. Here is a tutorial
on how easy it can be to add these. [4]
There are a few different options you can use to follow your
website shares. The Social Plugins Report and Activity Stream Tab in the
Sources and Pages Reports in Google Analytics allows you to view off site
actions and conversations. This way you can track not only what is happening on
your website but off it as well. Over 80% of interactions with your websites content
take place on sites other than your website. Meaning most people interact with
your website on outside mediums. Start by creating a Google “+1”, Pinterest
“Pin”, and Facebook “Like” button for your site. This way you can track which
buttons are being clicked and for what content. You can follow which products
are being shared and to which sites, by easily adapting plug-ins to report to
Google Analytics.
Sharing reports are found in Standard Reporting tab of Google
Analytics under traffic sources then social, then plugins. The activity stream
on Google Analytics helps track the outside usage of your website through
showing the URL’s that were shared, where they were shared, and what was being
said. This not only helps you track how much it is being shared but where it is
being shared, and where you should share it in the future. It also helps to engage
users off site and focuses your content. It allows you to see where you should
spend your time and money. The activity Stream can be found in Standard
Reporting under Traffic Sources, then Social, and then Sources and clicking the
Activity Stream tab with in Google Analytics.
Ann Smarty a search marketer writes blogs on search and
social media tools. She wrote a great article on using Pinterest to drive
traffic and track “Pins” through
funneling your Pinterest into a RSS feed. By using the URL:
http://pinterest.com/source/YourWebsite.com/
You can see what is being pinned from your site. Pinterest
to drive traffic and track “Pins”
through funneling your Pinterest into a RSS feed. She describes here [3] in detail how to use
this feature in a bunch of different ways and increase your sites reach.
References:
[1] Google Analytics Features: http://www.google.com/analytics/features/social-sharing.html
Accessed on 1/20/2013
[2] Lauren Drell. Six
ways to aquire new customers via social media. Mar 29, 2012 http://mashable.com/2012/03/29/customer-acquisition-social/
Accessed on 1/20/2013
[3] Ann Smarty: How to
Track your Websites content on Pintrest http://mashable.com/2012/03/14/pinterest-track-content/
Accessed on 1/21/2013
[4] WordPress. Really
Simple Facebook Twitter Sharebuttons. http://wordpress.org/extend/plugins/really-simple-facebook-twitter-share-buttons/
Accessed on 1/21/13
Thanks for the information on a new trend, especially the info on how to use Google Analytics to track social interactions! The pinterest info is good, too, since that's an increasingly popular social media site.
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