Driving website traffic from social media channels has been a challenge for marketers since social media marketing became a thing. Luckily it’s 2014, so you know everything you need to know…right?
It’s important to test that knowledge, using data to develop new tactics, and to hone the tactics you’re currently using.
3 Types of Social Media Analysis for Click-Through Rates
There are a number of ways to asses the success of your conversion efforts from social channels to your websites, but the following three provide a baseline that will help you move from intuitive to data-driven decisions.
1. URL Clicks in Social Content
Between Twitter’s new analytics dashboard and Facebook Insights data, the ability to see and contextualize the number of actual clicks from your social content is stronger than it’s ever been.
Identify the top traffic driving content from your various social channels and spend some time listing the conclusions you can draw from the data.
In the above example (based on 30 days of activity from the @SimplyMeasured Twitter handle), we’re driving a lot of traffic with our case study about the Seattle Seahawks, but assuming that is an outlier, what else can I learn from this report? One of our best performing Tweets is actually an article that our community manager, Jade, shared from PRDaily.com, giving advice to brand managers about social media. Maybe we should spend more time creating (or promoting) content for brand marketers. Anything that’s currently driving relevant traffic to your site is worth testing more.
2. Source/Medium UTMs in Google Analytics
Measurement shouldn’t always be an afterthought. Before you even start creating and promoting content, make sure your links are tagged with UTMs that allow you to track your process; this can give you some great insight into your programs.
Create a custom report in Google Analytics focused on the time of day you drive the most traffic to your focused pages.
If you’ve set your custom UTMs, you can drill down in these peak performance times to identify which channels are driving meaningful visits, and focus your efforts on those specific networks, during those specific times.
The above is an example for our own blog at Simply Measured, looking specifically at traffic during the 8AM hour. Conducting these types of tests, we see that 8AM is a prime time for visits, and we see success by sharing our content on Twitter and LinkedIn during those times. We also see organic traffic from Twitter, Facebook, and other social sites, so we’d be wise to publish and promote content early to help enable sharing and referral traffic during the 8AM hour.
3. Traffic Driven by Influencers
Sometimes it helps to take a step back from your own tactics, and focus on what others are doing to drive visits for you. Take a look at the top users driving traffic to your site from Twitter.
The chart above showcases the top ten users driving traffic to our blog during the last month. The size of the bubble represents the number of Tweets, which you should take into consideration. If someone Tweets once, and drives a lot of traffic, how can you encourage more? The same goes for users Tweeting a lot. How can you empower and reward them for their brand loyalty?
Once you’ve identified these users, look at what they’re Tweeting. What are they saying differently than you that resonates with their audience?
Identify the top user Tweets based on the number of visits they drove (see above). This can be done by pairing Twitter and Google Analytics data.
The tactics and copy these people are using could be worth replicating. At the very least, you can leverage these relationships so they continue to act as ambassadors for you.
Looking for more advanced types of analysis? Download our guide Excel Functions Every Community Manager Should Know by clicking the button below.