What the New Pinterest Analytics Mean For Marketers
You may have read online this week that Pinterest has officially launched their analytics for business accounts. This is a free service for any Pinterest user with a business account, which means your account must be verified by a web URL (you can do this simply by pasting a code onto your homepage or blog, and it displays a small checkmark next to your name), and “registered.” If you have an existing verified Pinterest account that is NOT a business account, never fear! You can simply convert your existing account and then will be able to access the analytics.
Facebook: Insights into Bob’s Truck
When I met with a strategist from Facebook last week, he took one look at our main page and said, “You need more photos.”
“How many more is more?”
“I’d say at least fifty percent,” he said.
“Oh. Wow. Oops.”
So last night I did a little number crunching. Actually, I did a lot of number crunching. Four hours of spreadsheet-diving, formula-making hardcore analysis of all of our posts from 01/16-14/16 of this year. And you know what posts get the most engagement by a longshot?
(pause for obvious answer)
Our highest engagement activity was in March when I posted “Bob’s Truck.”
1766 likes, 107 comments, 225 shares. It also had a very high level of viral impressions, even though the initial reach wasn’t that high.
Our community just went crazy for it. And it makes sense. Not only is it a heartwarming story, it’s a big, beautiful image that shows exactly what our school, our brand, our fans… what Michigan stands for.
Here are some of my favorite comments:
And it’s not just Bob’s Truck. Every time we post a photo, we get high positive and low negative engagement. Plus, as the strategist from Facebook put it, it makes our page look more like a magazine.
So I’ve changed our strategy: 50% photos, 40% video and conversation starters, 10% links. I’ll keep you in the loop.
Google Analytics: DIY Internet
Right now I’m doing my best to master Google Analytics, which is quickly becoming more and more robust, especially for social media reporting. Unlike Facebook, where the old reporting platform can sometimes provide a clearer picture than the “improved” one (at least in my experience), Google Analytics is just getting better.
For so long, gathering metrics on social media required a lot of grunt work — I remember actually counting tweets daily to measure the effectiveness of a huge national brand launch. The dream of actual social analytics is starting to come true, and there are plenty of vendors lining up to be the best, and I’m looking forward to those conversations.
But I also want to be able to do as much of this as I can on my own; not just read the generated reports. Today I downloaded the preview copies of a couple of books on iTunes, and I’ll keep posting as I learn.
The goal is to set up the best reporting I can do on my own for this particular blog, and to share the learnings. Data transparency. It’s okay, you can laugh.