Lis4380 f13-w4
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Social Media Management LIS 4930 Casey Yu Fall 2013 Week 4 9/17/13 FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
Transcript of Lis4380 f13-w4
Social Media Management
LIS 4930Casey YuFall 2013Week 49/17/13
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
Social Media Management
Today's topics:• Alphabet Soup – SEO, ROI• News!
Work time! This week:• Look at Google Analytics Plugin• Install SEO plugin• Blogroll – put one together• Write and publish second blog post! Get together in your
small groups and discuss second topic idea.
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
Social Media Management
All the news you can use…• #missamerica• Key Twitter moments• You?
Attendance:• Post-it note:
– Name, FSUID– On the back, any questions for Casey and/or Blake– Plugin activity
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
Social Media Management – Search Engine Optimization
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
Social Media Management – Search Engine Optimization
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
• Using the right keywords • Using the right words and phrases for your
blog pages, blog post titles, subtitles , links and anchor links
• Using tool tips / “alt” text to make images findable by search engines
• Don’t OVERUSE a keyword; you want it to take people to the right page, not necessarily to ALL your pages equally.
http://mz.cm/JQ5X91
Social Media Management – Search Engine Optimization
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
Post Slug: A Better Link
Suppose I want a better link for
my blog post (something more
descriptive than a url with
“page79” in it). In Posts >
Categories, I might use the Post
Slug:
“social-media”
Social Media Management –Keyword Density Analysis
• Keyword density is the percentage of times a keyword or phrase appears on a web page compared to the total number of words on the page. In the context of search engine optimization keyword density can be used as a factor in determining whether a web page is relevant to a specified keyword or keyword phrase.
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
Social Media Management –Keyword Density Analysis
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
http://tools.seobook.com/general/keyword-density/
Social Media Management –Google Adwords
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
Google Adwords – Find High, Medium & Low Volume Searches for Keywords
https://adwords.google.com
Social Media Management –Google Adwords
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Informationhttps://adwords.google.com
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Social Media Management –Analytics
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
Analytics tools will count different types of online activity, e.g.:
– Web metrics
– Social media metrics
What are some analytics measures you can think of for blogs and the web? What about analytics measures for social media?
Social Media Management –Return on Investment
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
ROI = (X – Y) / Y
ROI = ( FINAL VALUE – INVESTMENT) _____________________________________________________________________________________
INVESTMENT
Investment is generally counted as financial, but could also be considered in other ways.
Final Value if not counted in financial terms, what else you are seeking to gain? What might count as a successful result to you?
Social Media Management –Return on Investment
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
Social Media Management –Sentiment Analysis
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
More challenging than straightforward analytics counts are measures that consider other aspects of a link or a mention (e.g. was it negative or positive?)Can you think of some reasons why a web link, comment or follow might not necessarily be a good thing?
Social Media Management –Google Analytics
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
Social Media Management –Google Analytics
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
Social Media Management –Google Analytics
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
How do you define success?– It’s worth considering as you begin
(remember the planning guide)–What might be especially desirable
results of your social media campaign?– How might you achieve, track, and
measure those results?
Social Media Management –Where else do your customers go?
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
Social Media Management –Using Google Analytics/Site Stats
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
Using Google Analytics– Create account– Add the code to your page (web page)–Wordpress themes may do this
differently– There is a google analytics plug in– Some accts can use SITE STATS!
Social Media Management –Using Google Analytics/Site Stats
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
What can you measure– Visitors: This shows many things about the people coming to your
site, including where they’re located geographically, what language they speak, how often they visit your site and what computers and browsers they use to get there.
– Traffic Sources: Here you’ll find how people got to your site. You can track which sites link to your page or keywords people search to find you.
– Content: This tab gives you insight into specific pages on your site. It can help answer questions about how people enter and exit your pages, as well as which ones are most popular.
– Goals: If you’re aiming for established objectives, reports in the Goals tab will be helpful to you. Here you’ll find data about desired actions from users, including downloads, registrations and purchases.
– Ecommerce: You’ll only need this tab if you’re selling items on your site as it houses all merchandise, transaction and revenue activity information.
Social Media Management –TODAY in class
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
• Install Wordpress SEO Yoast to your blog and set it up
• Set up your Google Analytics account• Install Google Analytics Dashboard
for WP and set it up
