Testing the Engagement of My Social Audience
I have a decent amount of Twitter followers which occasionally mention and Re-Tweet me, decent connections on LinkedIn, decent circles on Google+ and a decent number of Facebook friends, but how engaged are they really? Once answered, then the question is where are they engaged? Facebook is consistently touted as the most powerful way to drive traffic to most content, is it powerful enough to beat the 3 next biggest networks combined? I conducted a little experiment to answer these questions, posting content across my big 4 networks to see what and where would click through.
I post stuff everywhere all the time, but I’ve never measured the power of my network to drive traffic to my blog, which doesn’t really have a previous audience, for which I was able to contain a relatively constant variable; 0-5 views a day for the last two months.
In order to test this I posted what I consider to be a very engaging blog post of mine about how to get job interviews out of college. I assumed my social audience should be quite engaged with this as it includes hundreds of college age students and unemployed. I posted the blog link on my Twitter, Linkedin and Google + and waited an hour. 18 views.
Then I posted it on my Facebook profile and a newer page called #AggieLife, then waited an hour more. I conducted this test 9:30am-11:30am, which is one of the slower times of the day for all social networks (peaks being before 8am and around 11pm) but my hypothesis was I would see more engagement from two posts on Facebook than 1 post each on my Twitter/Linkedin/Google+.
My hypothesis was supported! Within about an hour after posting on Facebook, 56 views
By 3pm, 72 views.
Referrer analytics showed 36 from Facebook and 8 from Twitter, 2 from LinkedIn, a couple other miscellaneous accounting for only 48 views. This shows that WordPress analytics do not capture all referrers, since there was consistent traffic of 0-5 views a day on my blog for the last two months.
Aside from analytics, I can only assume most of my Twitter traffic disappeared quickly because my Tweet by then was likely pushed below viewing range in most feeds. When I posted on Facebook the views were more sustained than Twitter, coming in consistently throughout the hour, whereas Twitter spiked quickly and died.
I’ll look at conducting a future study to see how sharing content on multiple related Facebook pages drives traffic, such as the #Aggielife page I mentioned. I am working on building large followings via Facebook pages, such as #yolo, for there may be incredible, even monetizable marketing power in pages to drive traffic and views, which is very valuable to a digital marketer like me studying how to seed viral content.