Social Media Analytics

Social Media Analytics is a term often heard – and often misunderstood. Let’s break down just what this crucial business tool is, and why you need to use it.

It should, perhaps, seem obvious. Social media offers a huge pool of consumers ripe for brand communication. But that attitude is dangerous in its brand-centric focus.

Social media isn’t about brands. It’s about people sharing their lives with others they know – or get to know – based on common interests.

Still, social is a wonderful place for consumers and brands to connect, as long as they remember one thing: Social media may provide your brand’s first and last impression, so both need to be good ones.

This is where Social Analytics comes into play.

WHAT IS SOCIAL ANALYTICS?

“Social Media Analytics (SMA) refers to the approach of collecting data from social media sites and blogs and evaluating that data to make business decisions. This process goes beyond the usual monitoring or a basic analysis of retweets or ‘likes’ to develop an in-depth idea of the social consumer.”

This is a pretty apt description, though we’d like to clarify that “social media sites” encompasses not just Facebook, Twitter, and the like, but forums and review sites as well as blogs and news outlets.

Just as buzzwords lose meaning over time, many brands lose sight of the value of Social Analytics because at first glance social data comes with a lot of noise. Nobody has time to sort through results that include spam, bots, and trolls to get to the good stuff.

When you have state of the art tools, however, Social Analytics becomes a treasure trove of consumer insights you can’t find anywhere else. Building on that, we’d extend the definition above to say Social Analytics is a collection of data unearthed via multiple techniques from multiple sources versus a single tool in and of itself.

To clarify, let’s run through some terms often confused with Social Media Analytics.

SO-CALLED SYNONYMS THAT AREN’T

If Social Analytics is a destination, what tools contribute to the journey? And what are their distinctions.

Social Media Intelligence is the closest term-cousin to Social Media Analytics. Social Intelligence represents the stack of technology solutions and methods used to monitor social media, including social conversations and emerging trends.

This intelligence is then analyzed and used to create meaningful content and make business decisions across many disciplines.

Social Media Listening is one of the terms most often confused with Social Media Analytics. But Social Listening applies to one specific aspect of Social Analytics: Learning about your audience.

The goal here is to uncover what they love, hate, and love to hate – as opposed to any assumptions you may have. It’s about getting to know them as people, not just prospects.

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Tools To Streamline Your Social Media

Dashboards generally allow you to monitor multiple social media streams at once, with the option of posting to ALL of them in one hit. Not only do they save time, once they’re all set up, you only need one password and one login – brilliant!

1. HOOTSUITE

Work ahead and schedule your posts in advance. Hootsuite is a popular dashboard, known for its ability to bulk-schedule posts, its unique calendar view, as well as its ability to respond to comments in real-time. It’ll even auto schedule posts for you and individually post them at the best time of day for that medium. It’s a winner!

2. CYFE

Cyfe connects ALL your online activities, not just social media. This tool has what seems like an endless number of widgets which cover your advertising, blogging, email, SEO, social media and even web analytics. While it may appear intimidating to some, if you like stats, this is the dashboard for you.

3. BUFFER

Buffer takes things back to basics with an easy to follow formula, and clean design. It’s pretty much a matter of syncing your accounts and you’re good to go. It meets all of your requirements if you’re managing 3-4 platforms.

 GRAPHIC TOOLS

 4. IF THIS THEN THAT

This tool does exactly what it says; if THIS happens, then THAT will too. For example, want your new Facebook profile picture and header to sync across all mediums? Done. The best thing about this tool is that it ensures all pages will appear the same with the same graphics at the same time – fantastic for campaign launches and the like. There are so many “recipes” available to you, you’ll wonder how you ever lived without it.

5. CANVA FOR BUSINESS

Canva for Business has just launched, and to any amateur designer this is GOLD! By auto-selecting your colour palette for every design, resizing graphics instantly to suit any specs, and so much more, Canva has done half the job for you before you’ve started. With a monthly subscription of $9.99 this tool is worth every cent.

6. PIZAP

If photo manipulation isn’t your strong suit and you don’t want to engage a professional, Pizap is a very basic and user friendly online tool that will crop, enhance, add text to, and edit your imagery for you and more – and unless you require the Pro upgrade, it’s free!

 SOCIAL APPS

 7. FACEBOOK PAGES MANAGER

If you’re managing more than one page on Facebook, this App is a godsend. It also ensures you don’t miss those direct messages which seem to go missing when using the PC version. With so many extra features, this App will quickly replace your regular Facebook App for all business purposes.

8. MY FOLLOWERS ON INSTAGRAM

Tracking which posts gain likes and new followers is one thing, but what about posts that send your “likers” running for the hills, and quickly abandoning your page? This App lets you see who leaves your page and when, allowing you to truly see the turnover of your audience.

 9. SPROUT SOCIAL

Sprout Social is special for its unique ability to track new contacts and their conversion rate. This tool will put an end to your queries as to whether your social media efforts are having a beneficial and direct effect on your business. Here you will be able to see the stats in black and white.

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Building Valuable Backlinks

In 2018, building valuable backlinks will still a critical factor for ranking in the SERPS. This is one of the major ways that Google knows that a website can be trusted. Quality should be used over quantity when backlinks are created. It’s better to have one link from a highly trusted website than it is to have multiple links from directories. Another important factor to consider is backlinks that come from unassociated sites.

Top Seo Trends For 2018

Staying on top of the changing trends in search engine optimization (SEO) is a must if a website is going to be seen by targeted customers. In fact, using outdated techniques can result in penalties that drag down listings in the search engine results pages (SERPS) of Google.

ACCELERATED MOBILE PAGES

Page loading time is a factor that Google takes into consideration when it’s algorithm ranks the pages of a website. Pages that load faster get higher marks. That’s why it’s not surprising that Google has introduced an open source project that helps load pages faster on mobile devices. Accelerated Mobile Pages (AMP) supplies mobile browsers with the ability to load individual website pages 4 times faster than regular pages, and it uses 10 times less data to do so! However, while AMP is not a specific ranking signal, it will affect the bounce rate and session duration of users, and those metrics are utilized to rank sites in the SERPS. AMP can be utilized by installing its properties into JavaScript or HTML code. However, this won’t work on websites that use content management systems such as Drupal or WordPress. For those applications, a webmaster must rely on plugins. The main premise to get out of this is that speed is an important factor for Google and one of the important SEO trends to consider.

BUILDING BRAND AWARENESS

Strengthening the brand of a business is also one of the top SEO trends for 2018. When a brand is listed and recognized in the top SERPS, customers are more likely to purchase their products or services. A top brand is also more likely to collaborate with other organizations in their industry or niche. Social media sites are free and should be utilized to heighten the brand awareness of a business. While social media sites are not typically used in the decision-making of ranking, they do provide another avenue for traffic. Videos and images are more likely to get shared on social media sites and that helps potential consumers recognize a brand.

RANKING AS QUICK ANSWERS

One of the top SEO trends is optimizing a site to hopefully have the content get featured. This can be done by optimizing off-page as well as on-page content. Often, lists are highlighted in the Quick Answers section. By creating a list of solutions to answer a question, optimizing the page with valuable incoming links and making sure that the page is also optimized for mobile users, a webpage has a higher chance of appearing in this prime location on the SERPS.

AN INCREASE IN VOICE SEARCH

Leveraging voice search is another one of the top SEO trends that will be affecting search engine optimization in 2018. Many users are now speaking into their devices instead of taking the time to type out questions. It’s much faster, it’s more convenient, and it’s catching on fast! In fact, studies indicate that if the current growth of voice search sustains its pace at the same rate that in three years, close to 50 percent of the searches performed on the internet will be via speech or by clicking on images.

This rapid growth allows an SEO strategist to incorporate new keyword phrases into the content of a client’s website. Keyword strategies for on-page content should incorporate keyword phrases with more of a conversational tone. As an example, a keyword phrase such as “downtown Chicago restaurants” that’s strategically placed throughout a specific page on a website should also be accompanied by a phrase like “Where’s a good place to eat in downtown Chicago?”

MOBILE OPTIMIZATION

Smartphone use has skyrocketed in the past few years. This has increased the use of mobile search at the same rate. Traffic that used to flow to desktop computers is now starting to flow to mobile devices. In fact, since early 2015, mobile searches on Google’s SERPS have been higher than searches from desktop computers. This makes mobile optimization a top priority for search engine optimization 2018. Google already announced that they are experimenting with mobile-first indexing, which shows that it’s one of the most important SEO trends that they are serious about prioritizing. While Google still favors the desktop point of view for its search index, it’s probably a good time to start optimizing for mobile too.

If a website has not already been changed to look great on a mobile device, it’s time to start. Google is recommending that a site should have a responsive template or theme. Mobile friendly websites are able to be easily seen on mobile phones, tablets or desktops. E-commerce platform should also be updated so that products or services can be easily scrolled through.

By paying attention to these top SEO trends and implementing specific strategies, it will ensure that a website is fully optimized and ready to receive targeted customers.

Google AdWord Detailed Process Part - II

IV. Measuring Returns on Ad Spent

Similar to return on investment, you can measure your return on ad spend (ROAS) to see how much revenue you’re generating for each dollar spent on your ppc campaigns. Measuring your return on ad spend can give you insight into how your ppc campaigns are performing and optimize them based on your revenue.

Calculate your ROAS – If you’re interested in calculating your ROAS, you’ll need to know the amount of revenue generated by your ppc campaigns and your advertising costs. Here’s the formula: ROAS % = Revenue from campaigns / advertising costs x 100

If you use conversion tracking and have set up conversion values, consider using the target return on ad spend (ROAS) flexible bidding strategy we previously mentioned. This bidding strategy can help you to maximize your conversion value, while trying to achieve an average return on ad spend equal to your target (which you’ll know if you measure and monitor your ROAS).

V. Measuring Brand Awareness

If your main goal is to raise awareness and visibility of your product, service, or cause, you’ll first choose whether you want to increase traffic to your website or encourage customers to interact with your brand. Once you establish the goals of your branding campaign, you can then measure success by monitoring ad impressions, conversions, and other statistics.Here are some important adwords metrics that can show you whether your campaign is successful:

A. Ad Impressions:

Ad impressions are the number of times your ad was displayed to a searcher audience based on matches between your campaign keywords and terms used within search queries. As a very broad statement, your ads need to be displayed in order to see any sort of performance in your account. If your ad isn’t showing, you’re not even giving searchers a chance to click anything and definitely not leading them down the road to conversions. The bottom line here is that you first need ad impressions if you’re expecting to perform well in other areas.

Ad impressions are important to track in any campaign, no matter what your goals are. But they can be especially important in branding campaigns, because they represent how many customers actually laid eyes on your ad. You might not care whether they ended up buying anything from your site, but you do want them to remember that catchy new slogan you paid big bucks to develop and share with the world. One way to really prioritize ad impressions is to create a cost-per-thousand ad impressions campaign (rather than a cost-per-click campaign). That way you’ll pay based on the number of ad impressions your ads received, rather than clicks they’ve gotten.

B. Customer Engagement:

If you’re focused on branding, you can use clickthrough rate (CTR) to measure customer engagement for Search Network ads. On the Display Network, though, user behavior is different, and CTR isn’t as helpful. That’s because customers on sites are browsing through information, not searching with keywords. The competition is high for a busy Display Network page when compared to search. It’s important to achieve a good CTR on Search Network (5% or higher) than on the Display Network. You may want to consider other measurements like conversions for Display Network ads.

Conversions can help you see whether your ads are driving branding-related visitor behavior you think is valuable, such as sign-ups or page views. After all, aren’t you curious how many people join your mailing list after watching that expensive video ad your company just created?

C. Reach and Frequency:

Reach is the number of visitors exposed to an ad. Increased reach means that an ad is exposed to more potential customers, which may lead to increased awareness. Frequency is the average number of times a visitor was exposed to an ad over a period of time.

You can view reach and frequency data by adding the “Unique cookies” and “Avg. impr. freq. per cookie” columns to your statistics table. Do select a specific time period in the drop down menu above those columns. These columns are available on the statistics table for “All campaigns.”

Here are the adwords metrics that can be included for your Google AdWords campaigns. These metrics will give you a thorough understanding of your ads, keywords and audience. But all these metrics might not always fit with every account. There are always exceptions and anomalies that will throw you off a bit. The most important thing to focus on is good performance based on your business goals. Even if you find that something weird is working really well in your account, don’t completely discredit that weirdness. Take advantage of any good performance. Try to dig deeper as to why something specific is working well for you.

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Difference Between Google Analytics And Google Webmaster Tool

A. Google Analytics

Google Analytics is one of the most widely used web analytics applications. It will give you the following information.

1. Visitor Reports

•             The total number of visitors your website has. It also specifies what are the number of new visitors and  returning visitors

•             The time that your visitors spend on your site.

•             The amount of pages your visitors view.

•             The amount of visitors who landed on your site and left immediately.

•             Geographical location of your website visitors

•             The websites which referred visitors to your site.

2. Web traffic Reports

•             Total number of of people visiting your site on a daily, monthly and yearly basis. It also provides your traffic stats to previous years.

3. Details of Keywords

•             The keywords which brings traffic to your website.

•             The keywords which produces most sales.

•             The keywords which keeps your visitors on your site for longer durations.

4. Content

•             The web pages your visitors visit often.

•             The web pages that brings you more traffic.

•             The pages your visitors most often leave your site.

5. Conversions: The conversion rates for the goals you set on your site.

For more information, you can visit Google Analytics website.

B. Google Webmaster Tools

Google Webmaster Tools reveals how Google looks your site online. Webmasters use this tool to fix problems with the site if any. It offers lot of tools for webmasters with which one can improve the visibility of the site and fix problems if any. It will give you the following information 

1. Crawl Errors

Google webmaster tools give you information about the pages which Google is unable to crawl. This is a very important aspect because if Google cannot crawl your pages, your search engine visibility may go down.  With the help of the tool, one can find out issues if any and resolve it.

2. Search Queries

This is information on your pages Google has returned to searchers for specific queries. The following information is available using webmaster tools.

•             Total number of search queries which returned pages from your site.

•             Your top search queries which returned pages in Google.

•             The number of times your pages were viewed in Google’s search results.

•             The number of times your listings were clicked on for a particular search query.

•             The percentage of times your listing was clicked for a particular search query.

•             The average position of your website for a particular search query.

3. Links

•             The links linking into your site from other websites.

4. Blocked URLS

•             If your site has content you don’t want Google or other search engines to access, use a robots.txt file to specify how search engines should crawl your site’s content. You can use Google Webmaster Tools to find out if your robots.txt is working as expected.

5. Malware

•             Google Webmaster Tools inform you If Google detects any malware on the site.

6. HTML errors

•             Google Webmaster Tools inform you If Google detects any HTML errors on the site.

7. Fetch as Google

You can use Google Webmaster Tools to submit a page to Google. However Google doesn’t guarantee that they will  index every URL we crawl.

For more information, you can visit Google Webmaster Tools website.