Article Archive by Melanie Wahl

May 17 2012

Facebook Promotion: Top 10 Tips

by Melanie Wahl

It seems that everyone is on Facebook these days.  News about using the platform for business pepper broadcasts and print media alongside updates about the upcoming IPO.  If you have been waiting to create a Facebook page for your business or if you have one that you haven’t touched since creation, the following promotion tips are written for you.  Even if you are managing your business’s Facebook page, the following top ten tip list may give you a few ideas to help promote your page and your business on this constantly evolving social platform.

1.  Create Your Page
The first promotion tip is more of a step one – create your page.  Without a page, you will have nothing to promote and no one will have anything to talk about.  Create your page and make sure to include content.  Nobody will want to share a page that is blank or that looks abandoned.

2.  Manage Your Page
Create a schedule and begin adding interesting and informative content to your Facebook page, even if you don’t have a single follower.  When you start promoting your page, visitors will hopefully be curious what they can expect from you in regard to future communication.

3.  Invitations – Soft Launch
Your business’s social network can be divided into different groupings (such as employees, business partners, philanthropic partners, customers, friends, and family).  Each of these groups can be alerted to the creation of your Facebook page and invited to engage with you as you actively manage your page.  Initially, start with your friends, family, and employees.  Ask for feedback.  Make changes as needed.

4.  Invitations – Hard Launch
Now that you have a presence on Facebook, a number of friends/followers, and a calendar with which to guide your posts, you can invite your business partners, philanthropic partners, and customers to join you.  Since you are adding customers to the mix, make sure that there is someone monitoring your Facebook page for questions, feedback, and complaints and you have a plan in place to respond to each in a timely manner.

5.  Cross-Promote Your Social Media Channels
If you are active on other social channels, such as YouTube, Twitter, or others, consider adding content from these channels to Facebook or promoting Facebook within these channels.

6.  Link to Your Facebook Page From Your Website
Consider adding a Facebook icon and link to your Facebook page from your website. Consider embedding a Facebook module in your website or blog if applicable, to show what your customers and you are saying.

7.  Social Sharing Buttons
Consider adding the Facebook Like button to your website (or other social sharing buttons such as ShareThis or AddThis) to help visitors promote your content on Facebook.

8.  Consider Contests
Not only do contests give you a reason to promote your Facebook page on your website and in your other channels, but customers and potential customers tend to love a contest by a brand they like.  There are a variety of different contest set-ups available for Facebook, but they all must abide by Facebook’s guidelines.

9.  Don’t Forget Print
Just because Facebook and your website are digital, does not mean that you can not promote them in printed media related to your business.  Companies are posting icons or links to their Facebook pages on business cards, billboards, clothing, and even shopping bags.

10.  Paid Ads
Research the possible benefit of creating a Facebook ad to promote your business and Facebook page to be displayed on Facebook.  One big benefit of using paid Facebook ads is that the targeting is very precise and you only pay when someone clicks on your ad.

Any or all of these promotional tips can help you build a Facebook page that becomes an important part of your marketing mix, but you can’t start without tip #1: Create Your Page.  If you would like additional tips, a social media strategy, or customized design for your Facebook page, please contact MoreVisibility.

May 14 2012

Basic Google Analytics Checklist: Getting Started With Google

by Melanie Wahl

The following is a basic Google Analytics configuration checklist for when you start using the platform (or when there have been changes on your site and you want to make sure everything is setup and working properly).

1. Google Analytics Tracking Code

What version of the Google Analytics Tracking Code (GATC) is currently being used if any and where is it placed? Is data currently being populated in the account? Is the GATC on all pages of your website (including 404 pages, footer pages such as disclaimer, terms of service, or other similar pages, etc).

2. Sub-Domain and/or Cross-Domain Tracking

Do you have multiple sub-domains? Do you have access to change the source code for the pages on all sub-domains and are all webmasters on board with the change? If not, realize that Google Analytics can only track the sub-domains that include the GATC. Do you have multiple domains that you want to track? Realize that the links between them will need to be set-up correctly. If in the future you wish to add any additional sub-domains or domains, make sure that they are properly set up as well.

3. Goal Configuration

You can have a maximum of twenty goals, sorted into four sets of five goals each. While setting up goals, you can also setup funnels. Goal funnels can help you visualize the path that a visitor took to completing the goal. They can also help you see from what part of the funnel process visitors are exiting and if they are leaving the site entirely or navigating to a different page.

4. E-Commerce Configuration

If you have an e-commerce site, you will want to make sure your e-commerce code is tracking correctly. It should be noted that the e-commerce GATC replaces the standard GATC.

5. Google AdWords Linking

If you currently use Google AdWords, linking your account with a Google Analytics account can allow you to better understand your data.

6. Google Webmaster Tools Syncing

If you are currently use Google Webmaster Tools, syncing your account with Google Analytics can reveal a wealth of knowledge about your website in the easily manipulated Google Analytics interface.

7. Event Tracking

Coding your site to track specific events (such as a PDF download) can help you better understand how visitors interact with your site. Additionally, events can be set up as goals. This allows you to set up a funnel for an event.

8. Social Tracking

Google Analytics offers social tracking reports so you can better understand how social media impacts your website.

9. Site Search Configuration

If you have onsite search setup, Google Analytics can help capture what your visitors are searching for. Consider looking to this report for navigation change or new pages about topics that are often searched for on your site.

10. A Word About Filters

Google Analytics allows you to add filters to your data — however, it should be noted that once a filter has been added, the data that has been filtered over a time period can not be unfiltered. For example, if you create a Google Analytics account in January and then add a filter February 1st — but realize on March 1st that the filter was written incorrectly and would exclude some data you wanted to include you will not ne able to get the February data back. Unfortunately, even if you delete the filter going forward, any reports that cover the February time period will only be able to show the filtered data.

May 4 2012

Social Flow Visualization in Google Analytics

by Melanie Wahl

The Social Visitors Flow report in Google Analytics, located under Standard Reporting > Traffic Sources > Social > Social Visitors Flow, allows users to obtain a deeper understanding of their website visitors who arrived through social sources. You can assign a date range, compare a date range to the past, select a segment, or increase or decrease the number of connections between steps in the flow. The more connections, the longer the social flow report will take to load, but the more information you can see visually.

If you click on one of the boxes or nodes in the flow, three options appear. The first option, “highlight traffic through here,” allows you to highlight all traffic that originated from a specific social source or passes through a specific page (depending on which node you click on and select it from) and grey-out all other nodes and pathways.

The following is an example of a highlighted path of traffic that originated from the social source: Blogger.

The other two options, “View only this segment” and “Group details,” allow you to further customize the social flow visualization report to see the data that is most helpful to you. The first will delete all nodes not related to the selected node (a cleaner view than the highlight/graying solution under “Highlight traffic through here”) and the second brings up an option box where you can view the data (displayed visually in the flow) in table form.

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