Social Media Strategies and Tactics Session 4

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● Google Analytics - Allows you to improve your site, app, and marketing channel performance with specialized data reviewing features. (More on this later.)

● Bitly - Best known as a free link shortener

○ Reports show how many clicks each link generated and when people clicked, down to the hour. The report will also include which platforms people used to share the link so you know if most of your traffic is coming from Twitter, LinkedIn, and so on.

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Free Analytics Packages

● Open Web Analytics ○ Can measure the click-stream of each visitor,

pinpointing exactly where they click on your page.○ Has heat maps, which track where visitors click on your

site.

○ Has the ability to record mouse movements so you can

see how visitors navigate your pages and officially

become conversions.

Heatmap

Free Analytics Packages

● Clickly - Clearly lists every visitor, including when they visited, where they’re located, where they were referred from, how long they stayed on your page, and what actions they took. Clicky also provides heat maps in real time, not just for a collection of visitors, but for each individual.

Clickly - Individual user data

Clickly - Heatmap

Real time, on-site statistics

Free Analytics Tools

● SimilarWeb - lets you plug in any website or mobile app, receive insights about traffic and rankings, and compare the data against competing sites.○ You can see the website’s global rank, country rank, category rank (such

as Books and Literature, Shopping, and Marketing and Advertising), and traffic by country. You’re also see an overview of total desktop and mobile visits from the past six months, which are broken down by time on site, pages per visit, and bounce rate.

○ You can see how your traffic stands against your competitor’s, just click Add Competitors at the top of the screen, and select from the drop-down list or enter your own suggestion. You’ll see side-by-side comparisons of your ranking, traffic overview, and referrals.

SimilarWeb

Free Analytics Programs

● SEMRush - Users can see a website or keyword’s traffic breakdown by organic search, paid search, backlinks, and display ads. Below that data, you can see live updates of top organic keywords and organic competitors, paid keywords and paid competitors, and sample ads. There are also lists of backlinks and indexed pages to browse through.

● Users can click on any of these graphs or lists to view an

expanded report.

Free Analytics Programs

● Moz Keyword Explorer - ○ It’s more comprehensive than most keyword search

options out there, and it’s built to take the manual labor out of keyword research.

○ The tool takes you all the way through the keyword research process—from discovering keyword ideas to getting metrics to building a list, filtering the keywords on it, and prioritizing which ones to target based on the numbers that matter.

Moz Keyword Explorer

Free Analytics Programs

● Cyfe - all-in-one dashboard that helps you monitor data across multiple sites and applications, such as Google AdWords, Salesforce, PayPal, MailChimp, and WordPress.

● Not only can you see all of this data in one place, but you can also customize your dashboard with over 40 widgets for different sources and platforms. And if you don’t find what you want from Cyfe’s widget pool, you can create your own widgets.

Cyfe Dashboard

Free Analytics Programs

● Google Search Console - The platform basically helps you make sure your website or Android app is Google-friendly and shows up in relevant search results.○ Search analytics reports, show how often your site appears in Google search results, how many

clicks and impressions came from those results, and which queries prompted those results. You

can also compare data to see how your search results fare between mobile and desktop users,

U.S. and UK visitors, etc.

○ Alerts for errors or issues. If you run a URL that Google can’t crawl or that returns an HTTP error

code, Google will send a notification so you can address the problem.

○ Tests to see if Google can “understand” your content. Through a program called Fetch as

Google, you can see whether the Googlebot can access a page on your site. If there are issues,

you can even see if resources such as images are being blocked by the bot. This way, you can

go back in and debug your site, if need be.

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Google Search Console

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Audience Overview

Mobile

Location

Channels

Social

Site Content - Pages

Pages sorted by time on page

User Flow

Accessing Facebook Insights

Export Facebook Insights

Insights Overview Page●●●

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5 Most Recent Posts

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Demographics

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Instagram Analytics

● Slowly rolling out business analytics, not available to all users yet.

Instagram Top Posts

Instagram

Boosted Instagram Posts

Likes: 59 (+50 = 109)Reach: 271 people (+ 216 = 487)Engagement: 63 people

Likes:48 (+ 36 = 84)Reach: 143 people (+ 148 = 291)Engagement: 48 people

Boosted Instagram Posts

Likes: 41 (+ 28 = 69) Reach: 182 people (+ 100 = 281)Engagement: 42 people

Likes: 60 (+ 43 = 103)Reach: 212 people (+ 109 = 321)Engagement: 63 people

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