When social media really works

When social media really works

The recent defeat of Brazil vs. Germany in the 2014 World Cup match set a new record for social media outlet Twitter and created the most talked about sports event in history. According to this Mashable article, “there were 35.6 million tweets” during the event…a perfect example of when social media works.

Unlike a world-wide popular event like the World Cup, it’s difficult to judge the impact of social media for a small business. However, it’s important to understand how social media can work for it. How does a small to medium size business build its user base so that social media outlets are working for and not against them? Are these outlets for everyone? I like to think “yes”.

Imagine you are a small company and refuse to engage in social media. You have a “so-so” website, limited rich content, and no social media integration. Essentially, you could be alienating your target audience and potential customers who only use online sources to decide if they want to use your services. You could be shooting yourself in the foot!

Many business owners choose to not engage in social media because of the stigma attached (i.e. Facebook is used for selfies and posts about potty training), but there is more to engaging people than using Facebook alone. Yelp is widely used by the public and an invaluable tool based on reviews, Twiiter (as in the example above), and even RSS feeds to promote your services to subscribers.

Bottom line: Don’t be afraid to use social media. Use it smart, use it frequently, and use it well.

What Exactly is Bounce Rate?

What Exactly is Bounce Rate?

We often hear about “bounce rate” when analyzing website traffic, but the term is often misleading or confusing. Is bounce rate good or bad? What should my bounce rate be? What does the term even mean?

Bounce rate, not to be confused with exit rate, refers to the percentage of single-page sessions or sessions in which a person leaves your site from the entrance page without interacting with that page. An instance may be someone who visits your site and leaves immediately because of a slow-loading homepage. Or that person may have found the information they needed and promptly left.

So how is bounce rate good (low) and bad (high)? It is “measured” in percentage with a higher bounce rate being bad and a lower bounce rate being better. One reason it could be high is that you might be acquiring the wrong kind of traffic to your site. Or you might be acquiring the right kind of traffic. Confused about the good and bad?

Think about it…if you’re giving your customers all the information they need on the homepage, what incentive is there for them to navigate the rest of the website? We juggle between giving too much information and not enough, but it’s important to keep our customers or clients engaged.

So how can we avoid a high bounce rate? A few simple steps are to keep your website load-time down, which means optimizing your images, fixing any broken links, avoiding pop-ups. Another way is to think wisely about your design – do you have too many banner ads? Is your copy in white over a dark background? Is your site mobile-friendly? These things can affect how long someone stays on your site before leaving.

We often hear about “bounce rate” when analyzing website traffic, but the term is often misleading or confusing. Is bounce rate good or bad? What should my bounce rate be? What does the term even mean?

Bounce rate, not to be confused with exit rate, refers to the percentage of single-page sessions or sessions in which a person leaves your site from the entrance page without interacting with that page. An instance may be someone who visits your site and leaves immediately because of a slow-loading homepage. Or that person may have found the information they needed and promptly left.

So how is bounce rate good (low) and bad (high)? It is “measured” in percentage with a higher bounce rate being bad and a lower bounce rate being better. One reason it could be high is that you might be acquiring the wrong kind of traffic to your site. Or you might be acquiring the right kind of traffic. Confused about the good and bad?

Think about it…if you’re giving your customers all the information they need on the homepage, what incentive is there for them to navigate the rest of the website? We juggle between giving too much information and not enough, but it’s important to keep our customers or clients engaged.

So how can we avoid a high bounce rate? A few simple steps are to keep your website load-time down, which means optimizing your images, fixing any broken links, avoiding pop-ups. Another way is to think wisely about your design – do you have too many banner ads? Is your copy in white over a dark background? Is your site mobile-friendly? These things can affect how long someone stays on your site before leaving.

To read more tips and tricks, and because I don’t want a high bounce rate for this post (!), click to read the article called “Reduce Bounce Rate :20 Things to Consider.”