Image via CrunchBase
I have been using Google Analytics on our company website for several years and it has provided useful information on click thoughts, demographics, referrals etc. Just over month ago Google opened up the beta of Universal Analytics which increases the referrers to include social media, mobile (web and apps), advertising (Google and non-Google), and even email marketing and links within PDF documents.
There are many social media marketing tools out there but this seems to be the only one that follows that traffic all of the way back to your website and can measure conversion. It might not replace your other social tools, but it you are also running a website you need a tool that watch the entire click steam of your customers.
There are free and premium versions of the product but the free product is great for anyone who has a website in addition to their social media accounts. The ability see which social networks are driving traffic to your site can help create more effective mobile strategies.
To check out the features visit https://www.google.com/intl/en_ALL/analytics/features/index.html
The Analytics blog also shows the power of the new features. http://analytics.blogspot.com/
Quora, while not directly a social media tool it does help with one important task: Generating content. When you sign-up with Quora they ask you to choose five general categories and then five more sub categories to generate a feed much like twitter. Once you are logged in you will see things that may be of interest or you can search for articles.
How is this different from Google or twitter? Well Quora is based on the idea of people asking and answering questions, so the content has a different feel than what you get in a Google search and because they are not searching the entire web, just their own content you get a broader set of search results, which in turn helps generate more ideas for your own content.
ConserveAqua is struggling with content when in Seattle water seems to be endless. After searching for conserve water on Quora I quickly saw questions that people are asking about water conservation – these are the questions we should be answering on our blog. Now the answers on Quora are not very thorough or vetted like Wikipedia, but we are using it for ideas not for content.
Eddie Bauer has just over 8,000 twitter followers but over 130,000 likes on Facebook with 2,700 people talking about it.
Why the large difference? My guess is that its related to the content, Eddie Bauer’s tweets are 99% Facebook links. They seem to just be using twitter to push Facebook content. In short they are doing it wrong. On the other hand their Facebook page looks great.
On Facebook every post is generating user comments and likes. They are posting four to five times per day. Almost every post includes a picture which makes for a visually interesting page. Eddie Bauer is also sharing and asking questions to create dialog between users on their page.
A post from today was “What adventure did you tackle this weekend in ten words or less? Bonus points for epic locations or gripping stories…” It garnered 11 responses in about 30 minutes some with photos.
Their twitter page however is just intros to Facebook links and looks rather dead. Most of their posts have no further activity, about a third have a single re-tweet and I only saw two that had an actual reply form anyone.