Typically, content performance related to popularity of a website is determined through web traffic. You would analyze the number of visitors and the pages they visit. While this is important analytics, web traffic alone cannot determine the popularity or reach of your web content. It is important that you also know how people engage with these pages. Social media networks have emerged as an opportunity to analyze this type of engagement. Social network users share your web content, tweet it, like it, and comment on it – these actions can help you determine how viral your web content is. While Google Analytics can give you all the necessary web analytics, there is a very valid reason to have an equivalent tool to measure your web content’s popularity in social networks.
Let’s look into some hypothetical scenarios where page-wise social analytics can be useful. Serene is a boutique hotel which recently launched a new in-hotel Italian restaurant. Their website has a page for the new restaurant. In this scenario, Serene could benefit from measuring and monitoring the social activity for this page. If a user shares or likes this page, it shows their attraction and interest towards the restaurant. Simply, they liked the food or the atmosphere of the restaurant. Just the same, it could let them know if any negative shares are occuring so they can act before things get out of hand.
You could also be the author of a blog looking to determine the popularity of your blog posts on social networks. Analytics based on social activities such as impressions, likes, shares and comments can be immensely useful to you. It could show you what works and what doesn’t, to spot good trends and bad trends, and so on. Conversions such as how many of the impressions were realized into a comment, a like, a tweet or a share can help you determine the user engagement.
Content performance analytics is a great way to figure out how popular and attractive your web content is to social network users. It is a must have feature in any social analytics tool. One such tool to help with this is Xaffo, a social media intelligence platform which allows you to measure and monitor the popularity of your web content in social networks. Xaffo’s page-wise performance reports include the growth of social activity for your web site and pages, daily activity count, forecast of social activity and your top 100 pages. Each report provides the breakdown of social activity for you to determine which social network generates the most traffic. However, Xaffo could improve to include conversions such as conversation rate, attraction rate and amplification rate for individual pages.
Monitoring the performance of your web content within social media networks has become more than useful – it’s important. The use of proper analytical intelligence can give you great insight into what works and what doesn’t. With such data, your web content strategies can take on whole new approaches.