Measuring Social Reach with bit.ly
If you are using Twitter, or for that matter, publishing any kind of links on the Internet via a social forum – e.g. blogs, Facebook, Posterous, etc – you should start a bit.ly account (it’s free).
The reason for this is that it can help you measure the amount of social media reach that you have and so enhance your social media engagement by providing feedback into what you are doing so that you can improve things – assuming you are using social media to develop your company or personal brand.
Why bit.ly?
bit.ly is great because any link you post via your account is tracked and stats are generated as to how many people click your link, how many people visit, and when they visit over time. With these stats you can get a feel for how your posts (links) are received by your community and determine if you are doing well or need to put in more effort.
In the snapshot above you can see how this works. There are two stats for every bit.ly link – the first [1] is the number of times people have clicked on your link, and the second [2] is the number of times people have visited the page your bit.ly link points to (based on other users who use bit.ly). The first number [1] is the one you are interested in and you should relate this to how many readers you have. You can also drill down further into the historic stats about when people clicked by clicking on the INFO button – useful when you have a larger engagement with your community to provide more detailed feedback.
This ratio gives you one indicator for your social reach and the engagement of your community with your brand. Remember that any such metrics must be kept in perspective, so don’t get too hung up on the numbers – they are merely indicators.
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