Community Management Tidbits – Analytics
Community Management Tidbits – Analytics are a term that scares a lot of people. 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.
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, 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, only one page of the site was viewed.
Yet another place for measurement is Compete. Since Compete gathers data for a good six months before you get anything useful, be sure to set it up as soon as possible. Compete’s virtue is that it allows for a comparison between you and up to two of your competitors at a time, assuming they are also on Compete. And a comparison of trends over time can be extremely enlightening.
And another yardstick (albeit a far less useful one) is Alexa. Alexa really only works well for anyone using Alexa’s own toolbar for their search. Still, it is of some use, and it is free. Hence as an aside, ask your users if they will prepare a write-up about your site on Alexa.
Furthermore, there are also measuring websites specifically designed to help you comprehend how you’re doing on Twitter, namely:
- Link Diagnosis – measure backlinks
- HootSuite – count the number of clicks you receive on shortened URLs, to supplement your Google Analytics click counts
- Hubspot – measure how influential you are and
- Tweet Reach – measure how many people are receiving your tweets and any retweetings of your messages.
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.