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: http://profkushinsocial.wordpress.com For more about the professor, see: http://profkushin.wordpress.com or @mjkushin on Twitter

1. Social Media CourseDr. Matthew J. Kushin Assistant Professor Department of Communication Utah Valley University profkushin.wordpress.com mkushin@uvu.edu @mjkushin

2. Tools for Analyzing Your Traffic Dr. Matthew J. Kushin Course: profkushinsocial.wordpress.com

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

4. 1) Monitoring Station Strengthen monitoring station by adding real-time web searches Photo: eyesore9

5. 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

6. 3) Optimizing for Search Reputational Search Social Search Basic Code

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

8. 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?

9. Analyzing Your Traffic In other words Another way of measuring outcomes of our strategic efforts

10. Website Traffic

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

12. Website Traffic Basic Wordpress Dashboard Advanced 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

13. Website Traffic Related to your search optimization efforts Is how you assess success of optimization and make adjustments Picture: by BottleLeaf

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

15. Some Key Features Visits Timeline Top Posts & Pages Search Engine Terms Referrers Picture: by BottleLeaf

16. Visits Timeline Shows visits to your site over time Like search trends, we can see patterns Pic by bylukemontague

17. 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

18. Visits Timeline Week view

19. Top Posts & Pages Top pages on your site people viewed & # of times they viewed them Pic by ZeroOne

20. 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

21. Example: What does this tell you?

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

23. Example

24. Referrals Sites people clicked links from to get to your site Pic by ...-Wink-...

25. Example

26. URL shorteners

27. URL Shorteners 3 popular URL shorteners are: HootsuitesOwly– within hootsuite http://bit.ly - Bitly http://goo.gl – Google’s URL shotener

28. Link Stats All 3 provide stats about your links Meaning, any link you share will track statistics of who clicked on it

29. Link Example 1) You take your home page http://ourteam.wordpress.com 2) Enter it into a URL shortener You get a shoretened URL, say: http://goo.gl/01353 3) You share your short URL Every time someone clicks on that URL it is tracked

30. Link Example Your Short URL 10 Original Clicks I Tweet It 4 Retweets 20 More Clicks Tracks your link as it spreads More RT More Clicks More RT More Clicks

31. Key Features to Focus on Timeline # of clicks Referrals what site they clicked on your link from Distribution Tweets, 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 Strategy All Social Data tools discussed are useful when strategy is applied to them Decide: Your goals Attainable outcomes Strategy for achieving them Help us make decisions and adapt to improve our efforts Useful to show clients outcomes

36. 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

37. Example: Facebook Insights Stats on Facebook page visits Such as: Likes Shares

38. Example

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