5.89% Search Trafic
Engaging with every popular platform—
Facebook, Twitter, LinkedIn, Pinterest,
Instagram, etc.—means you’re probably
spreading yourself too thin. But how do
you know which platform best serves you
and your business? Hint: It’s not necessarily the one all your friends are using.
Google Analytics has an entire report
dedicated to social media (found under Traf-
fic Sources Social), so if you’re not already,
it’s time to start using it to figure out what’s
working. St. Louis–based freelance photogra-
pher Corey Woodruff uses Google Analytics
to diligently track his Web site’s incoming
traffic and note the source and the specific
content that visitors are viewing. Woodruff
estimates about half of his
site’s total traffic comes
from social media, which
is a direct result of his pres-
ence on Facebook, Twitter
52.26% Direct Tra;c
his Web site’s content. Google Analytics
has also revealed new sites that link to his
images. “Foodgawker and Tastespotting
have sent some traffic my way, but I’ve
never posted to them directly,” he says.
“Yet, as long as my photos aren’t stolen or
misused, I’m happy for the traffic!”
If social media makes up a large portion
of your Web site’s traffic, use the Social
Report to figure out which platforms
are driving the most visitors, and then
concentrate your social media marketing efforts on the top one or two.
Don’t stop at just sources—also check
out site usage metrics like bounce rate
and average site duration to figure out
what content is keeping your social
media followers around.
The Traffic Sources ––> Referrals
Report is another great way to figure
out who’s linking to your Web site. You
might discover a new social media site
already sharing your content!
S TRENGTH IN NUMBERS: An eclectic, ecstatic crowd cheers a performance at Loufest 2012 in St Louis, Missouri. Woodruff is the official photographer for the annual festival,
which links to his Web site. He tracks thousands of visits from fans surfing the pictures. “Since there are so many photos, they stick around for a long time,” Woodruff says.