Social Analytics

Pageview tracking makes most think of web analytics. This basically measures pages on a website that are being viewed and, today is not fulfilling the needs of a few well known social media companies such as Facebook, Zynga and Slide to name but a few. These companies have even resorted to building their own internal analytics tools. The biggest reason for this is because social media is so competitive it is imperative data is a good advantage to have. The most important data to track will be explained below:

Measuring conversation rates

The term “conversation rate” refers the the total number of visitors to a specific site compared to the number of visitors who completed an action such as purchasing an item or creating a new profile. Instead of comparing the number of signups to the number of visitors, you need to analyze the steps the user takes to signup and measure the individual conversion rate between these steps. There is often a drop between the steps and thus the term “funnel analysis.” A signup process is sometimes quite complicated and you might see that there is a huge drop at an “add email friends” step for example. Once you have isolated the drop point you can then create a better process for the user.

Engagement tracking

Social media companies are aiming towards tracking more relevant information for example how many tweets the average person sends per day. As the internet grows pageviews become less relevant as it does not give exact details of the information we require.

Visitor Retention

This refers to the amount of users who visit your site and then return. This is done by looking at a group of users from a single time period and tracking their usage behaviour over time. This is extremely important information for social media as the value of such a type of website lies in the size of the community you’ve built. If everyone to your site is a newcomer then you have not really established a community. Twitter may seem successful but they have a problem with their retention rate. Social Analytics is an interesting and clever way to improve your site format and assist you in keeping your clientèle.