Google Analytics + Google Sheets = Twitter Impact Analysis

A question I’ve seen various publications bat around recently is, “Is Twitter engagement/impact falling?” I’m honestly surprised that journalists are not given at least read-only access to their Google Analytics data to make these assessments themselves. If you do have access to Google Analytics, let’s look at how to determine Twitter’s impact.

First, you’ll need the Google Analytics for Google Sheets add-on. It’s free; obtain it here. Once installed, start a new report with it:

GAreport.jpg

Set up the basics in the configuration panel, then make the configuration sheet look like this:

twitterfiltering.jpg

A few things to note above. I’ve set the precision to HIGHER so as to get more accurate data. Unless you’re a Google Analytics Premium/Google Analytics 360 Suite customer, all data is sampled, rather than complete. I’ve also chosen to filter on source and medium with a regular expression to match and sources or media with Twitter, tweet, or the Twitter link shortening domain, t.co, in it. If you have known tags that are Twitter specific, include them here.

What we get is a nice spreadsheet with up to 10,000 rows of data:

twitterresults.jpg

From here, we can export to the visualization tool of our choice and make an assessment. Is Twitter’s impact – judged in this example by how many people Twitter sends to my website – declining?

Twitter Website Traffic.png

The multi year trend would indicate this is the case for me. This is a sample of n=1, just my website. Following the steps above, run this assessment for your website and make the determination yourself.

Also, this isn’t limited just to Twitter. By simply copying and pasting configuration columns, you can extract the same data for Facebook, Pinterest, Instagram, etc. Here’s the start of the Facebook configuration:

additional_networks.jpg

I encourage you to run this assessment for yourself. The best news is the Google Analytics add on for Google Sheets also contains a scheduler. You can set it to re-run the data daily, weekly, monthly, or other periods of time. There’s no excuse now for not knowing how your social media is contributing to your awareness and audience-building efforts.


If you enjoyed this, please share it with your network!


Want to read more like this from ? Get updates here:

subscribe to my newsletter here


Marketing Blue Belt Preorder

Order your 2016 Marketing Planning Framework


Finding Your Next Job Using Digital Marketing, Part 1: Introduction

Once upon a time, a very long time ago in Internet years, I wrote a webinar and publication on finding your next job with social media. I stumbled over it recently while cleaning up one of my archives. While lots of the individual pieces are badly out of date, the work as a whole is still relevant.

A peek at the job market

When we look at the latest data from the Bureau of Labor Statistics, one data point really jumps out at me:

Table_A-15__Alternative_measures_of_labor_underutilization.jpg

Total underemployment (not seasonally adjusted) actually rose in the last month. Overall, underemployment continues to be a problem for the US, hovering around the 10% mark.

Underemployment is defined as everyone unemployed, plus people who are in the labor market but can’t find work for a very long time (discouraged workers), plus full time workers who have taken part time jobs, and thus may not be financially or career-wise where they want to be.

The reason for this series

Underemployment sucks. Being unemployed sucks too, but being underemployed – doing something else other than what you’re good at – is just as bad. I’ve been there in my own career, and because our careers define so much of our personal identities, underemployment undermines your self-worth. When we do less than we’re capable of, we begin to perceive ourselves as less.

My hope is that this series will help you tune up your digital presence, your personal brand, and your career prospects. When we’re done, you should be able to impress any hiring manager or client with an authentic, powerful version of yourself.

What we’ll cover:

  • Distilling your career story
  • Packaging your career story
  • Reputation management
  • Findability
  • Heuristics of job search
  • Social media platforms
  • Digital marketing platforms
  • Prospecting
  • Pitching

While this series will not run every day, I will be writing it frequently. Stay tuned!


If you enjoyed this, please share it with your network!


Want to read more like this from ? Get updates here:

subscribe to my newsletter here


Marketing Blue Belt Preorder

Order your 2016 Marketing Planning Framework


Marketing For Kids, Part 6: Social Media

Social media used for business is different than social media used for our personal lives. While it’s great fun to chat with friends, share photos, and discover new things, that’s not how our potential customers will necessarily interact with us. Instead, they’ll use social media as a kind of search engine – so we must ensure our products and services are there.

Ground Rules

Before we begin, set some ground rules with your parents/guardians. What is and is not permitted in your home for social media usage? As a parent, I’m very strict about what information my child is permitted to share (nothing true) in order to protect them from less than nice people online. You can still be truthful about your products and services without disclosing your identity, location, age, and other personal information. For example, my child’s online store is in my name and identity. The customer still deals with a real person, just not a minor.

The Network: Pinterest

As we mentioned in part 4, our social network of choice for helping share what we’re making is Pinterest. Set up your profile with an appropriate biography and details about what you have to share.

pinprofile.png

If we use the example of the white chocolate candy horses, we might have a profile that mentions our love of candy-making and horses. Add a link to your store website.

editprofile.png

Photos, Photos, Photos

Before we post anything, we need things to post. This is a great time to take photos of our products – lots of photos! Be as creative as you can; take some clean product shots on a white or neutral background. Place your product in a variety of backdrops and settings. Think of ways people will use your product and shoot photos with that in mind.

You don’t need a fancy, expensive camera; any smartphone camera and good lighting will do to start. Take lots of pictures; with the digital camera built into your smartphone, you can simply delete the ones that don’t look as good.

Your First Pin

To see how it works, choose a product photo, then click the plus button on your Pinterest profile page. Choose upload from your computer, then your photo.

pinhomepage.png

Once uploaded, Pinterest will ask you to create a board for your photo. Name it something appropriate; refer back to the list of words we discussed in part 2 on the unique selling proposition.

newpin.png

Congratulations! You’ve now posted your first pin. Of course, we’ve tackled the media part. We still haven’t tackled the social part.

Interact with Others

Social media works best when we follow a rule called Giver’s Gain. We help others in some small way, and a portion of those people will return the favor in time. We can take four actions to show our support for others, for people who might like what we have to sell: follow, like, comment, and share.

Start by searching for people interested in what we’re doing. I did a search for white chocolate:

pinactions.png

From here, what actions could we take?

Follow

See someone sharing things that we’d enjoy as customers? Follow those people! Follow 5-10 new people each day.

Like

See a pin that really inspires you? Like it by clicking on the heart button:

pinactions.png

Comment

Tell someone what you liked about their pin. Leave them a brief, polite comment. Don’t sell your stuff or promote yourself, just honestly share what caught your eye and thank them for sharing it.

Share

Like a pin enough that you’d share it with your friends? Hit the Pin It button to re-share that pin to your boards. Create a series of boards for other people’s stuff and pin new things to them.

Establish a Daily Routine

The goal with these social activities is to draw attention to your profile, and then your website. To do this, we give first – and we must give often. Set up a daily routine to follow, like, comment, and share every day. I recommend starting with fives – 5 people to follow, 5 likes, 5 comments, 5 shares. Do that every day- it shouldn’t take more than 5 minutes.

Over time, we’ll build our community, our relationships, and will find natural, normal opportunities to mention what we do that would be appropriate for any conversation.

In the next post in this series, we’ll tackle what to put in your email newsletter.


If you enjoyed this, please share it with your network!


Want to read more like this from ? Get updates here:

subscribe to my newsletter here


Marketing Blue Belt Preorder

Order your 2016 Marketing Planning Framework


mautic is open source marketing automation