Image by KyleWiTh, via Flickr
I don’t think this is any big secret at this point: in may ways, the act of communicating through blog comments has largely given way to the more nimble conversations happening in social media spaces. That’s not to say that blogs are over! After all, blog posts are a big chunk of what gets shared in social media spaces.
…But nowadays, it’s safe to say that a good chunk of your blog readers are likely coming to you through various social media channels.
Are these social media-based readers of equal value to you? Nope. And if you know where to look in your Google Analytics, you can find out more about just how much actual attention you’re getting from them.
How do you do that? Here’s a quick little video to walk you through:
So, why does stickiness matter?
The stickier the traffic is from a particular source, the more valuable that source is.
People coming to my blog through Twitter, for example, hang around here three times as long as those who pop in from Pinterest. And the longer you can get any reader to stick around, the better chance you have of enticing them to look at the things you want them to see most – your online store, for example, or your “Hire Me” page.
Image by Pewari, via Flickr
These stickiness numbers also give you some valuable insights into how you might be using social media more effectively…
- Which social media site sends you the stickiest traffic? Is this a site where you’re spending time conversing with people? If not, maybe it should be.
- Which social media site sends you the least sticky traffic? How might you entice people coming in through this channel to stick around a little longer, and look at even one more thing that might interest them?
- Does the amount of time you spend on a particular social media channel relate to the stickiness of the traffic it sends your way?
Image by katielips, via Flickr
…And of course, the value of stickiness also depends on how you might want to monetize your blog. If you’re monetizing with ads, then stickiness isn’t all that important – all you really need is for lots of people to show up and register as traffic, period. If you monetize by selling a product or service, however, then you need more focused attention from your readers, so you can get that message through.
If you found this bit of data-sleuthing interesting, do check out my self-guided Google Analytics course. In just two weeks, you can be quite the Analytics ninja – and learn a ton about how to make your blog more effective. Or, if you’re not the data type, you can always hire me to analyze your numbers for you.