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Terms in this set (42)

1. First, it is important to determine amount of traffic using their sites, visiting their blogs, or tweeting about them. Measures used for this purpose include ____ (i.e., total requests for a page), visits to a particular site or page, unique visitors to the site, and ___________ (i.e., the number of times any page gets viewed by any visitor).

Second, while knowing how many people are using a firm's social media is important, it is even more critical to learn who those visitors are, what they are doing, and what engages and excites them. To analyze these factors, social media marketers use metrics such as the _____________________, which refers to the percentage of times a visitor leaves the site almost immediately, such as after viewing only one page. Analyzing which pages are the most frequent entry and exit locations provides direction on how to make a website more effective. In addition, following visitors' ______________ shows how users proceed through the information—not unlike how grocery stores try to track the way shoppers move through their aisles. A firm can use this information to provide users with an easier navigation experience through the site so they can more quickly find what they are looking for. The data analysis can also reveal _______________, a measure that indicates what percentage of visitors or potential customers act as the marketer hopes, whether by clicking, buying, or donating. Click paths and conversion rates can also reveal what users might have wanted, but did not find, at the site.

Third, some companies want to analyze data that come from other sites, such as measuring where people have come from to get to the company's site. Did they search through Google or Amazon? Did they receive a referral from a friend? Which keywords did they use to find the firm? Firms can use ______________ to determine what keywords people use to search on the Internet for their products and services. With this information, they can refine their websites by choosing keywords to use on their site that their customers use. Then they can assess the return on investment (ROI) made by improving the site. This would be done by calculating the incremental profit increase divided by the investment on the site improvement. For social media, it is more challenging to determine ROI than for more traditional marketing applications because the revenue generated by social media is often not directly related to the expenditure. So, instead of traditional ROI measures, firms often examine questions like: Does having more Twitter followers correlate with having higher sales? Do Facebook fans of the company's buy more than non-fans?