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The Single Most Important Website Metric

The Single Most Important Website Metric

Since Google Analytics was made available for free in 2005, marketers, media experts and everyone in between has struggled to make sense of the various metrics it records--page views, visitors, uniques. Meanwhile, many business owners have ignored this data entirely, focusing only on the number of sales or leads a site generates. After all, if a website doesn't generate revenue or collect prospects' contact information, then something must be wrong.

According to Jakob Nielsen, co-founder and principal of Nielsen Norman Group, a Fremont, Calif., firm that conducts evidence-based online user research, neither the marketers nor the business owners are entirely right. The one data point that matters most is conversion rate. This counts what percentage of visitors responded to calls to action on your site, such as clicking on an article, scheduling an appointment or buying a product. The rate provides an accurate measure of your website's effectiveness at engaging visitors, no matter whether you see 1,000 or 1 million visitors each month.

To figure out your conversion rate, divide the number of people who undertake a specific action on your site by the total number of visitors. It's that simple.

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Twitter trying to keep the kids and booze apart — with voluntary age-screening

Twitter trying to keep the kids and booze apart 1

Yeah, that'll totally work.

Starting today, Twitter is starting an age-screening process for people who want to follow alcohol brands. You enter your date of birth, Twitter does a little counting on its fingers and compares to the legal drinking age of the country you say you're from, and if it all checks out, Twitter will let you follow the account.

twitter age verificationBecause, of course, no-one lies online.

"Our hope is that this approach to age-screening will enable alcohol brands to responsibly and safely connect with the right audience on Twitter," Twitter's Tarun Jain posted today on the Twitter blog.

Twitter trying to keep the kids and booze apart 2

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Facebook Is Making Life Easier for Social Media Managers

Facebook Is Making Life Easier for Social Media Managers
Facebook is making the lives of social media managers easier with two updates to its Page Composer announced today.

Previously, it took 12 steps to schedule posts. Facebook has now reduced that number to four, making it easier to schedule content without a third-party app such as HootSuite.

Photo uploads are also improving. Now, page administrators will be able to upload multiple images at a time, either from their desktop or by using a new drag-and-drop feature. While the scheduling changes are available today, the photo features are still forthcoming, but Facebook said they will debut soon.

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Strategy Must Drive Your Social Media Marketing

social-media-strategy 1

When it comes to your business, you must have a strategy for your social media marketing efforts. If you don't have a strategy in place, you will not to really make good progress. At least not the progress that you will make if you do have the strategy working for you.

The purpose of your social media marketing strategy

Your social media strategy serves as a guide that you can follow in order to get from Point A to Point B. It allows you to stay on the correct path for your business and it helps you to increase your traffic with top-quality target audience members. If your business does not have a social media marketing strategy means that you will not be in control of the direction that you follow and exactly where you are going to end up. It may mean that you will be all over the place and you will have the possibility of never reaching your goals (at least, not all of them). As daunting as social media may be to you, it is definitely important enough to leverage because it will make your business become more successful.

Does social media contribute to your strategy the way that you expect?

As you are creating and working your social media marketing strategy, it is important that you feel confident about the idea that it is really making a positive change to your business. Your strategy is very important in such a situation and it is essential that you know exactly what you are doing and how you are going to go about accomplishing what you set out to do. If you choose to delegate your business's social media activities to someone else, if is very important that you choose that person very carefully and very wisely.

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Should Your Brand Reply to All Social Media Posts?

reply social media posts

The answer is simple: no.

Social media customer service comes down to this: you have to carefully think about what you will reply to. This may sound simple but each company will have their own angle when coming up with an answering scheme. An answering scheme is a clear guide social media advisors follow when social messages roll in. It looks something like this:

Comments versus questions

The core of social media customer service is replying to the questions people ask your brand. Then there are the more ambivalent posts that are actually comments or just people talking to their friends about your brand. If you pick this up and the message actually contains a question, you can reach out and offer your help. People will be positively surprised at your proactive approach!

Twitter @mention or not?

Some brands reply to all social messages about their brand, others don't. What often happens is that brands don't react to tweets that only mention their name but not @mention their Twitter handle. Use a social media management tool to easily pick up both types of messages and reply to them. Small effort for you, very much appreciated by customers!

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