Sunday, March 17th, 2013
I am working on a Social Media Strategy for a client today and while exploring analytics and tracking ended up with the following article as part of the plan.
Google has produced some good content to help community coordinators and social media managers better understand custom campaign analytics. Leveraging these tools will ensure that the client will be able to track which efforts are performing.
When sharing online the community coordinator should take care to ensure that URL’s (links) contain campaign parameters. These campaign parameters will translate inside of Google Analytics by segmenting traffic sources.
Understanding UTM Parameters
This Google Analytics URL tool is available to assist with creation of appropriate URLS: http://goo.gl/X1mWk
Here is an example of a properly formed URL that contains:
http://www.kayk.ca/?utm_source=DavidAWest&utm_medium=social&utm_campaign=social
Translation: website address – source = DavidAWest and medium = social and campaign = social
There is a very good article on Sprout Socials website explaining UTM parameters here: http://goo.gl/vn1Kd
Shortening URL’s for Social Sharing
Once a URL has been marked up to include UTM parameters it can be shortened. Shortening URLs prior to sharing them on social networks gives two immediate benefits and a possible third benefit that I may address in a future article.
- Shortened URLs allow for more characters on social networks where there are character limitations such as Twitter, they also look neater.
- Shortened URLs can provide immediate ‘click through’ data.
Best Practice for Linking to Shared Content using UTM Parameters
The following best practice only applies when sharing resources where the URL links back to the target website:
1) Append UTM Parameters to the website address that you are sharing. Resource: http://goo.gl/X1mWk
2) Shorten the URL at http://goo.gl
3) Share the conent as usual.
CAUTION: Normalized Data for UTM_ parameters
Create a list of UTM_ parameters and ensure that the community manager uses them consistently or the resulting analytics will become muttled. For example if you were to use UTM_Source = Twitter and then later accidently type UTM_Source=Twiter you would effectively have created two unique “Sources”. The same issue applies to all UTM Parameters.
Part of my quest now is to find a tool that will combine the URL builder and URL shortener into one step.
Now I am shooting off to finish the Social Media Strategy for our Calgary based client.
If you think you could use an entertaining social media trainer for your next event in Western Canada, call or e-mail the office of David West today to find out about scheduling and details.
By David A. West Join me on Google+
Thursday, November 22nd, 2012
Although organizations throughout Western Canada have been taking advantage of my services as a technology speaker for a number of years, I have found lately that presentations on social media are becoming more and more popular. Should you consider the same kind of session for your next meeting or event?
Here are a few reasons a social media trainer can find “fans” in your audience, leading to a fun, memorable, and impactful session:
Sites like Facebook and LinkedIn offer big business opportunities. Although people tend to think of social networking sites as being “fun” – and they are – there are also big opportunities for marketing, networking, and even learning the best practices in an industry. These business and career growth opportunities are easy to find, if you know where to look.
Social media is changing, and most people don’t understand it as well as they wish they did. We’ve come a long way since the first days of sites like MySpace, and newer social venues like Twitter and Pinterest are changing all the rules. In one simple session, a good social media trainer can show attendees what they need to know, and give them a glimpse into the future of social networking.
A good social strategy can impact other parts of the company. The way you interact with social media sites depends a lot on what you’re trying to accomplish, and for whom. For instance, job seekers should take a much different approach than salespeople. Either way, what one person, or part of a company, does on social media should be in line with the person’s or organization’s bigger goals.
Learning about social media is fun and easy at the same time. It isn’t often that you get to work with something that’s both fun and productive. By teaching your members or attendees about sites like Facebook, Twitter, and LinkedIn, a social media trainer can be informative and entertaining at the same time.
If you think you could use an entertaining social media trainer for your next event in Western Canada, call or e-mail the office of David West today to find out about scheduling and details.
Friday, November 9th, 2012
When you are planning a meeting or event, is it better to have a keynote speaker that’s motivational, one that’s humorous, or a business expert?
My personal philosophy is that you should never settle, and that a great keynote speaker should have all three. In fact, biased as I might be, I think a fun and entertaining Calgary technology speaker could be just what most audiences need.
Why? Because not only can attendees have fun, but they can learn something they’ll put to use immediately… and new ideas about the Internet and technology that could have long-term results in their businesses and careers.
To see why that’s an important point, consider a few things:
Short-term productivity boosts are usually temporary. Psychologists will tell you that motivational presentations tend to “wear off” within a day or two, and usually a bit faster. If you doubt this, think back to the last truly great motivational speaker you heard, and then ask yourself how many serious and impactful changes you made in your life based on what you heard. Or, just think of how many people are able to stick to their New Year’s resolutions, no matter how serious they are about achieving them.
The same goes for humor. Laughter actually is good medicine in a lot of ways, and a funny presentation can be great for blowing off a little bit of stress and giving your attendees a good time. But, like motivation, that light mood tends to wear off, and the content of a humorous presentation is often quickly forgotten. Have you ever tried to retell a joke you heard at a comedy club? Did it have the same effect later?
Technology as part of our lives and careers. When people have fun listening to a technology speaker, learning how to use the Internet and tools like social media more effectively, they aren’t just having a good time – they are developing a new skill that can lead to more sales, better job prospects, etc. I always enjoy giving keynotes and workshops and seeing how even inexperienced users can quickly take what they’re given and try new things.
If you’re looking for a presentation with a long-term lasting result, then I hope you’ll consider having a technology speaker at your next event. Better yet, why not call or e-mail my office today to find out about my schedule and speaking rates?
