It’s harder to track a successful blog post these days. For years, the mark of success has been pageviews and unique visitors. But today there are also social shares, “likes,” retweets, and more. Today we talk more about “engagement” than “readership.”
We have all learned how best to utilize social media to promote our blogs and websites, but that landscape is constantly changing. Are you concentrating your efforts in the best places? A recent report from Shareaholic has take a look something called Post-Click Engagement to help us get a better idea of what is working.
So what the heck is Post-Click Engagement? I really like Ayal Steiner’s description at Outbrain. He likens viewing page views as a marker of success is as shortsighted as looking at how many people attended a party rather than how people enjoyed the party (read the whole article; great advice there).
“Similar to the birthday boy, people were focused on turnout rather than the actual party. However, in reality, traffic is the easiest problem you’ll need to solve. The real question is, what happens with your audience once they are on your site? Finding ways to maximize engagement and retention to meet your business goals THAT’s the real challenge.”
So where SHOULD you be concentrating your outreach efforts in order to increase engagement? Danny Wong of Shareaholic shares the results of a study of six months of social media outreach and found some surprising facts. Here’s what inspired the study:
“We lose ourselves in our ever updating feeds. The more curious among us even try to quantify the hours and minutes spent on social networking each day. But I’ve often wondered: What is our behavior post-click, when we actually interact with a link one of our friends shared socially?
To answer that question, we looked at the average visit duration, pages per visit, and bounce rate for visitors referred to our network of sites from each of the top 8 social media platforms.”
While we all turn to Facebook frustrating as its current algorithm is as the primary source for engagement, is that true? Not even close, according to the report. The number one referrer for engagement is, believe it or not, YouTube. Because if someone watches your videos, they are more likely to engage with related content.
But what was most interesting to me is the fact that even though Google+ and LinkedIn drive the lowest number of referrers, they offer the highest quality referrals. Here’s Danny’s assessment:
“Google+ users, on average, find themselves spending north of 3 minutes diving into things shared by connections in their circles. They also visit 2.45 pages during each visit, and bounce only 50.63% of the time. LinkedIn users generally spend 2 minutes and 13 seconds on each link they click, viewing 2.23 pages with each visit and bouncing 51.28% of the time. Although many sites see minimal traffic from both Google+ and LinkedIn, now may be the time to invest in building communities within those networks if engagement really matters to your business.”
You’ll want to read the full report. I know this report is going to push me further in being more engaged on Google+; what about you?