If you’ve worked in the conversion optimization industry for longer than say, 15 minutes, you’ve almost certainly stumbled across someone making the argument for longer sales pages. Or shorter sales pages.
Think about it, you have a group of people (your webinar attendees) who registered for an event that covers a very specific topic in your industry; clearly, they have something in common with each other.
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Whether you’re a site, sponsor, or any other advocate for clinical research, using social media as an awareness tool can prove invaluable. But, how do you know if your social media content is reaching the right patient populations? The Facebook page for your clinical research organization can gain hundreds of likes, but if no one actually views your website or enrolls in your study, can you consider your efforts successful?
Tracking social media metrics can provide valuable insight to help you better direct your efforts and reach your target audience. There are many free tools available to help you access this information and evaluate your social media progress.
This article examines three of the best social metrics for sites to track and lists free tools to help you calculate your social media and patient recruitment success.
This social metric measures how your audience responds to your content. Engagement can be calculated a number of ways depending on the platform you’re using. On Twitter, this could be the number of retweets and mentions for each post; on Facebook and LinkedIn it could be the number of comments and shares.
Note that engagement is not the number of followers or fans your page generates. Those numbers are often superficial, as they don’t provide any valuable information about your audience. Engagement is specific to the way your followers interact with your content and reveals the type of content they enjoy most.
Why it’s valuable:
Allows you to see how many people are viewing your postsHelps you determine what types of posts gain the most attentionReveals who is most engaged with your social content
As stated above, this metric gives you a better understanding of who is most engaged with specific types of content. Use this information to adapt and customize your posts to better engage your preferred patient population. If you see that those who are most engaged with your posts are not patients or are people unlikely to enroll in your clinical trial, you may want to reconsider your social strategies. You can adapt your strategies by experimenting with keywords, hashtags and links that are of interest to your audience.
You can also adjust the type and format of content you’re posting. Consider mixing your original content with some curated content; vary the number of promotional versus educational posts. You can post an article you found on a relevant site or a news update on a topic you know your audience would be interested in. Then, track the level of engagement with those items and continue to adjust your strategy accordingly.
To learn more about optimizing your social messaging, watch our free on-demand webinar, “Boost Local Patient Recruitment Instantly with Social Media.”
2. Click-Through Rate (CTR)
This metric reveals the number of people directed to your website through your social media posts, i.e. the number of people who clicked the link to your site. It’s one of the most important ways your followers can interact with your posts because it takes them to your website, where they have access to more information about your clinical research efforts and specific studies for which they may be eligible. It also reveals the type of individuals who are interested in what you have to offer, as it allows you to look to see if they are already in your patient database.
Why it’s valuable:
Shows the number of people that click posted links and reach your websiteSpecifies what type of post/messaging garners the most interest in your site or study
Knowing the best methods to direct your social audience to your clinical research website is very valuable. Use this information to experiment with your posts and increase the “click-a-bility” of your social content. One easy way to do this is to include links to content on your website in order to indicate that your audience can learn more by clicking that link.
You can also compare the CTR with the level of engagement you see for each type of post. If a post received a high engagement rate in terms of likes and shares, but shows a low CTR, you can work to alleviate that discrepancy by encouraging your audience to click the included link.
To learn more about how to optimize your website and social promotion, view our free on-demand webinar, “What a Site’s Clinical Research Website Should Look Like.”
This metric measures the average dates and times your audience is likely to be on a certain social platform. Depending on the platform you’re using, timing can have a significant effect on the number of people who view and engage with your content.
There are many articles and presentations (like this one) that outline average dates and times users are most active on platforms like Facebook and Twitter. These suggestions are helpful to those just starting to experiment with post scheduling. However, it’s best to use your own measurements to get a better sense of your specific audience’s preferences and obtain the most accurate results.
Why it’s valuable:
Shows when your followers are most active on social mediaReveals the average engagement occurring during specific days and times
Use this data to determine when your audience is most likely to be online and schedule your social content to post during those time periods. You can also track when your audience is most likely to engage with your posts and schedule specific types of messages to increase your overall CTR.
On most social media sites, you’re able to view the “impressions” for each post, or the number of people who saw your post on their timeline or newsfeed. Impressions can give you a good idea of how timing affects the number of people viewing your posts. If the number of impressions is consistently low (e.g. only 12 people saw your post), it’s likely time for you to experiment by posting on different days or at different times throughout the day.
Free Tools for TrackingPlatform Metrics
Metrics: Engagement, Timing
Many social media platforms, such as Facebook, Twitter and LinkedIn now provide an analytics feature that allows you to view platform-specific metrics reports. As administrator of your social media pages, you have access to these reports within your account. For example, Facebook’s analytics reports can be found under “Insights” near the top of your managed page. Though these reports provide a smaller metrics window than Google Analytics, they are easy to use and provide valuable information on audience engagement and timing. The reports are also built into each platform and don’t require any manual setup.
Metrics: Engagement, Timing
This tool allows you to manage all of your social media posts and content across multiple platforms. HootSuite lets you create and schedule posts to all platforms while also providing growth and engagement analytics. Essentially, it acts as a social media hub, bringing all your social data into one environment. While the free version of this tool has limited capacity compared to Google Analytics or HootSuite’s paid versions, it still provides the convenience of compiled social data and management. HootSuite is also easy to set up and relatively user friendly for both beginners and more advanced users.
Metrics: CTR, Engagement
This is a free web analytics tool available to anyone with a Google account. Using Google Analytics, you can view statistics and track metrics using the Social Referrals feature. This feature allows you to create and track goals, measure CTR and engagement, and see an overview of your social media success. Google Analytics does require some time investment to properly setup the system, however this tool can provide more advanced, in-depth metrics to help you improve your social media efforts. Click this link for some helpful Google Analytics tips.
To get the most out of your social media patient recruitment efforts, it’s important to continuously measure and improve your performance. Using these three social metrics collectively can provide greater insight to help direct your social media efforts and hopefully increase your patient enrollment.
Most people know that webinars can be a great lead generation machine. Hosting a webinar is a great way to promote your brand, product, and let people know about a solution to their problem that you have for them. During the webinar, you have the oppourtunity to engage with your audience and show them the … →
Evernote can be used in webinars to help learners engage in learning. Participants can engage in listening to the speaker, writing in the chatbox, recording the webinar, taking screenshots, searching for information, and storing everything in Evernote. The notes can then be shared for public or individual viewing or collaborative editing with the world or colleagues. Evernote can turn into a personal and professional learning environment (PLE).
Here at BuzzSumo, we’re obsessed with finding ways to convert our leads into customers. We obviously invest time on customer service and educational content, but the most effective method of converting – by far – is through a webinar.
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.