How To Measure Your Web Presence - InformationWeek
IoT
IoT
Mobile // Mobile Applications
Commentary
6/17/2009
04:29 PM
Commentary
Commentary
Commentary
50%
50%

How To Measure Your Web Presence

Web Metrics Guru says it's one thing to generate online buzz. It's another to know how to use it. These tools can help.

Facebook, MySpace, Linked In, Flickr and Twitter are the most popular forms of social media today, giving members easy ways to connect with each other and stay updated based on their affinities and professional activities. But the activity taking place in social media is hard to measure, and there are still no clear standards on how to evaluate it before visitors show up on your doorstep, so to speak.

Better ways of measuring social media through Web analytics and search marketing are raising the bar on the quality of information small and midsize businesses can collect--and what they can do with it.

What Are We Measuring?
Until recently, measuring social media around a current or planned event, a brand, an advertising campaign, or a topic was confined to measuring how often the events, brands, campaigns, topics, and associated keywords were mentioned in mainstream media and on the Web. Measurement wasn't very precise and was similar to listening to chatter on the radio, with only indirect evidence, at best, that buzz around your brand, for example, did anything to increase sales.

How We Measured, Until Now
Most activity on a Web site can be measured, analyzed and optimized using site analytics (i.e., Google Analytics, WebTrends, Omniture Site Catalyst, Coremetrics). But it's much harder to tell what visitors were exposed to before they reached a site or what they did shortly after leaving. Web analytics, search marketing, and social media provide incredible opportunities to gain insight, but it has become increasingly difficult to learn from the information or to apply it practically. Plus, the expectations of small and midsize businesses are evolving and require more precision than what each platform provided.

Previous
1 of 2
Next
Comment  | 
Print  | 
More Insights
Comments
Newest First  |  Oldest First  |  Threaded View
How Enterprises Are Attacking the IT Security Enterprise
How Enterprises Are Attacking the IT Security Enterprise
To learn more about what organizations are doing to tackle attacks and threats we surveyed a group of 300 IT and infosec professionals to find out what their biggest IT security challenges are and what they're doing to defend against today's threats. Download the report to see what they're saying.
Register for InformationWeek Newsletters
White Papers
Current Issue
Top IT Trends to Watch in Financial Services
IT pros at banks, investment houses, insurance companies, and other financial services organizations are focused on a range of issues, from peer-to-peer lending to cybersecurity to performance, agility, and compliance. It all matters.
Video
Slideshows
Twitter Feed
InformationWeek Radio
Archived InformationWeek Radio
Join us for a roundup of the top stories on InformationWeek.com for the week of November 6, 2016. We'll be talking with the InformationWeek.com editors and correspondents who brought you the top stories of the week to get the "story behind the story."
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Flash Poll