As promised, I’m going to go through why Hootsuite analytics have been so useful in helping me to measure the effectiveness of the UGA Career Center Twitter Account.
Let’s go through the quick steps of how you can get the exact report that’s show above:
- Select the 3rd icon from the top in the left vertical tool bar that looks like 3 bars.
- Click on “Quick Analytics” then “Ow.ly Summary Stats.”
- This automatically creates the graphs that you see in the center of the above screen.
If you scroll down the page, you can see it starts to identify the top posts with most clicks. You may be surprised to find (as I was), that the content students click on the most may not be the career articles you are posting. A little variety and sharing of useful information outside of career may increase the engagement with your audience.
It isn’t immediately apparent on the surface all of the implications these statistics have. You can even become a paying member to get more in depth statistics, but a lot of information can be told from this alone—
- Students ARE paying attention to the tweets that are streamed on the homepage of www.career.uga.edu as evidenced by the “Top Referrers” graph.
- I can also infer trends of popular topics from the “Most Popular Links” section. These statistics are only for the month of December, and what is being clicked on seems to be anything other than specific to the job search. Perhaps students are checked out at this point or focused on their exams. Perhaps this could be a new addition that I could add to my tweet strategy—adding “nice to know” information rather than only career information.
- The line graph at the top gives you a hint as to which days your audience may be most engaged with your content. Large amounts of clicks could imply that you are posting a popular topic, but part of the popularity may also be that you aren’t tweeting that at 8 in the morning.
All in all, it’s important to try a few different strategies to see what works. You may also want to revisit older ideas that were deemed “failures” to see if perhaps the timing was off or you may need to identify new ways to appeal to your audience.
That’s it for now, but Happy Holidays Everyone!!