Social Media Insights

4 minute read

When you send an email with Sign-Up.to you can review the data on how many people opened the email and clicked on the links inside it.

This is useful for knowing what type of content resonates with your readers. You can also learn more about which CTA ( Call to Action ) works best. For example you could have three links to the same page, one on the item image, one on the item header and another as a link to “more information “. Our tracking would tell you which of these links your users are most likely to click on.

You can track links in a similar way on Twitter by using a URL shortening service with tracking; I would suggest bit.ly. If you register for an account it will track every link you send while logged in from any machine. Bit.ly will tell you how many clicks a link that you have posted has received and where these links have come from.

As well as tracking data from your shortened link Bit.ly will also collect all data on the destination of your links which have been sent through the service. So if you post up a blog or a video and someone sends the link to their friend using bit.ly you will see these stats alongside your own. This can help you measure the viral reach of your links and content.

Tracking in this way can tell you which messaging works best with your followers, as well as what times of day are best to post. Another tool for knowing when to post is Tweetanalyser, which amongst other tools includes real time data on how many of your followers are online, albeit within a one hour window. Tweetanalyser will also display the occupations and gender of your followers and the subjects they mention most. This data, along with the data from your tracked links can help you understand when to post and which content resonates best with your followers.

If you have a Facebook fan page for your company you can use the “insights” page to see exactly how your fans are interacting with the company. The tracking is a few days behind but the information is vast and useful. You can see what days your fans are most active and which pieces of content they are most engaged by. Further to this you can track demographics such as the age and gender of your fans and more importantly, your “active fanbase” – those who interact most with your page.

The Facebook insights can also tell you when you have lost fans, or when they have hidden your content from their stream.

Recently YouTube have introduced a similar feature, allowing you to see views over time for each video as well as telling you how users found your video, e.g. through an embedded player or YouTube search. YouTube also features demographic tracking so you can see who your videos appeal to. If your video has enough views you can even see a graph of where peoples attention was most focused. A sharp drop off on this graph can show that you have lost the attention of your viewers.

I’ll write more on this subject soon and go into further depth on each specific platform but in the meantime if you have any questions don’t hessitate to leave a comment or send a message to @signupto on Twitter.