Community Management in the Context of Analytics
So, the truth is, analytics are a term that scares a lot of people. But don’t panic.
You’ve got a community. And you’re working hard on it. It’s growing. But you have no idea whether what you’re doing is having any sort of an impact whatsoever. This is where analytics comes in.
Now, don’t panic if you don’t have a data analysis background. It’s not strictly necessary. What you do need, though, are (a) a means of measurement (preferably you should have a few of these) and (b) the willingness to measure. Really, it’s that easy. You do not need a degree in Advanced Statistics.
Google Analytics 4 (replacing Universal Analytics)
First of all, the primary measurement stick you want is Google Analytics. And it is free and very easy to use. It’s also a rather robust measurement system, capable of showing trends in Visitors, Absolute Unique Visitors, and more.
In addition, it shows, among other things, where your traffic is coming from, where your users land, and where they departed your site from. It also shows Bounce Rate, which is defined by Measurement Guru Avinash Kaushik as, “I came, I saw, I puked.” In other words, the visitor only visited one page of the site.
Keep in mind, it’s possible your visitor loved your site but got everything they needed in just one page. So, while they may have bounced right out of there, it might not have been due to any fault or failing on your part.
So, try not to take it personally, okay?
Thank God for AHRefs. While free website measurement tools have come and gone (apart from Google Analytics), AHRefs will review whatever is out there.
So, one thing to keep in mind is that as this post is updated, I keep finding new yardsticks. And then they go away after a while. At least AHRefs is still hanging in there. Whew.
Analytics From More Yardsticks
Furthermore, there are also measuring websites specifically designed to help you comprehend how you’re doing on Twitter and elsewhere, namely:
- HootSuite – count the number of clicks you receive on shortened URLs, to supplement your Google Analytics click counts
- HubSpot – measure how influential you are (with a hugely helpful diagnostic) and
- Tweepsmap – analytics and info on who unfollowed or followed you on Twitter.
Facebook also has its own metrics, which you can see if you have a page.
Using Your Findings
So what do you do with all of this information once you’ve amassed it? Why, you act upon it! Does one page on your site have a far higher Bounce Rate than the others? Check it and see if the links on it are all leading users away from your site. If that’s not the culprit, perhaps its content isn’t compelling enough. Got a series of links you’ve tweeted that have consistently gotten you the most clicks? Then check to see what they all have in common, and offer similar links in the future. And maybe even build some onsite content around those subjects.
Has your HubSpot grade tanked in the past week? That might be due to external factors beyond your control, but check to see if any of it is within your purview. Perhaps your server was down.
Finally, small fluctuations over short time periods are perfectly normal and are no cause for concern. However, much larger hikes and drops, or trends over longer time periods, are more of an issue. But you’ll never know about any of these things unless you start to take measurements, and read and use them.