I’ve long championed the actual day-to-day management of your social channels. Hands on. By someone who understands the ins and outs of social and how to properly evaluate and analyze the analytics behind the scene.
Case in point, a recent monthly report I prepared for a client. This company has been a client of mine for well over a year and they produce great content week after week. They listened when I told them that fresh content is critical to building an audience and getting others to champion your brand. Here is my report, with comments I want to point out in italics:
I am utterly thrilled with the analytics this month! The website dropped 2 milling places – which is good. The lower your number, the higher the internet ranking. Facebook is #1. The backlink profile is continuing to grow, and that is all because of the high content you keep cranking out. Stay on message and stay the course. A link portfolio (or profile) lists all the sites currently linking to your site. Links matter. When you run a backlink analysis on a site – whether it’s your own or a competitor’s – you’re looking at the websites linking to that website, in what manner, and to what page. And, since we understand Google’s algorithmic reliance on links, we know that a website’s ability to rank in Google is largely dependent on the websites linking to it (i.e., its backlink portfolio).
Twitter impressions were up this month as well, up 4K from last month. This is directly due to the cross-promotion we did during the event in NYC. Will duplicate this at CEDIA, CES, ISE, etc.
The most important statistic this month is the sessions on your website. I noticed a trend of them continually going down, so I made an adjustment on how I posted content on social. Instead of shuffling the articles, so no one piece was posted on the same platform on the same day, I published the same article on all Facebook, G+ and LinkedIn accounts. I beat the algorithm. Your sessions jumped this month. I will continue this strategy until the next change made by Google. Just another example of why you need someone to manage your social media – it’s a fluid situation.