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voice

Web analytics, use it or ignore it and hope your competitor does too.

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Google Analytics Dashboard

Google Analytics Dashboard

Web analytics is one of the most powerful yet underrated online marketing tools on the web. Google Analytics is not the most powerful but it has one significant advantage over many others – its free.

Wikipedia defines web analytics as “the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage”. Have a look at their excellent summary here and consider the possibilities available via a well set up tracking engine.

Imagine knowing which specific pages your customers from Albania looked at and how they were referred to that page? What time of the day was it? Was the Albanian interest level the same as the same time last year and how many converted to a sale or reached the specified goal target? And how does your site compare with your peers or competitors and which words generate the most inbound traffic through native search?

These are but a small sample of what’s available free through Google, its easy to setup and the reporting options are more extensive than most people will every try.  If you have the functionality installed, ask Enform to help you show what’s possible. If you haven’t got analytics tracking yet, talk to Enform about helping you set up.

Credibility or simply a fashion statement?

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British ministers get Twitter guide

That’s the heading of a recent article in The Australian newspaper, link 
http://www.australianit.news.com.au/story/0,24897,25851720-15306,00.html

Apart from the endorsement and implied credibility for what is obviously becoming one of the most important broadcast social media channels of the day, there are a number of really interesting points here… but wait. Didn’t I just say “broadcast” social media? Isn’t that a contradiction and a pseudo blasphemous statement to use about any web related media tool? Possibly, but not for me and not for this discussion… 

What I find interesting in this article is stuff like this;

 “The 20-page document, produced by Neil Williams, BIS’s head of corporate digital channels, says that departments can use Twitter to communicate better with the public and it recommends that tweets should be “human and credible”.  

 The human and credible aspect is critical in effective communication in the social media space and our clients will recognise this from our briefing and training documents. In simple terms, don’t post something in writing that you wouldn’t say to to someone verbally. Avoid ‘corporate” speak (or bureaucratic speak I guess they’re saying) and just talk to people.    

The other interesting quote is;

“Though the account will be anonymous, it is helpful to define a hypothetical ‘voice’ so that tweets from multiple sources are presented in a consistent tone,” the guide says. “The tone of our Twitter channel must therefore be in informal spoken English and written for the channel.”

Apart from supporting the first point, it also mentions the “hypothetical voice” which should also resonate with our clients. The key is that the voice needs to be representative of the company, brand or organisation and effectively becomes the voice of the brand etc. That is both good and bad news as many learn at some cost to sales or brand value. I think the web and PR industry also refer to this as the “tone” of the text or message and that consistency of tone is critical in a good web site however getting the right tone in the first place is even more important.

And before the more left-leaning amongst us start reaching for their conspiracy guides and keyboards, the upside of a company “tone” strategy in our view, is ultimately better service and accessibility for the customer…. dare we say, more human?