Aggregating Social Media Results and Google Analytics
At a minimum, I’m beginning to appreciate Twitter (and my new fave tool TweetDeck) as a better-than-delicious RSS feed. It is showing me what people that I personally know are smart and on-the-pulse of online activity are doing right now. Assuming they choose to share.
Case in point: Katherine Maynard (@KMaynard_SCC) tweeted about ClickZ’s article on measuring social media metrics: Social Media Sites Force Analytics Tools to Evolve. I was very excited to start reading the article because one of my main roles on the Army’s FOS project was to track and analyze all of the campaigns activity…not just log files and Google Analytics, but what we could learn from visitor activity on Facebook, YouTube, and Flickr. I was disappointed once again to learn that the samples they cited were either 1) just tracking referrers or PPC Facebook ads, or 2) built their own app to track visitor lifetime value/interaction over time. Another point that caught my attention was that Experience Project gets most of their referrals through organic search.
Learn more about the Army Faces of Strength Campaign.
We found in the FOS project that our external social media destinations were covering about 50% of the first page of Google for our key phrases. We also discovered that half of our campaign activity was occurring on the social media channels we set up and that the statistics available from each varied and had to be manually aggregated with the others to create a monthly analysis report that allowed us to create completely educated recommendations. I got pretty quick at it and produced some insightful reports, but I also know that we will be doing this for every client we can. And I don’t want to do it manually each time!
So starts my quest to automate the aggregation. Awhile back, I learned of tools/companies like ComScore, Quantcast, BlogPulse, Converseon, and BuzzMonitor but have never had the time to conduct research on them that wasn’t directly tied to a paying client project. Now, I have the opportunity to look into this periodically to see what is already out there without paying an arm and a leg, and what could be built. I know that we can use APIs like Facebooks to pull their Insight Statistics and Fan/Group data, but run into issues like Facebook not indexing their FQL page_fan.page_id field which means that it isn’t easy to pull data on your fans through a custom PHP application.
So anyway, I’ll keep you updated on where this goes and what I learn.
Tags: measurement, social networking, statistics, web 2.0
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