Yesterday, Lisa posted on the 3 baby steps to Social Media Optimization, including step 2, “Setting SMO goals”. Expounding on that thought, I found a good article by MarketingSherpa.com that noted that, while success on the web is typically measured by page views and click-throughs, it is equally (if not more) important to measure a site’s “Web Events”.
Web Events are interactions users have with features of Web 2.0. Interactions can be anything from comments made on a blog post, RSS Feed subscriptions, video views, image/file downloads, or wiki updates.
As you set your SMO goals – analyze the Web 2.0 features currently on your site and categorize the outcomes that are of most importance to you. What interactions could drive a ROI or generate positive results for your company? Would a video interaction yield a better outcome for you than a user posting a comment?
Ask yourself these questions and then set out to measure each through your analytics. Ultimately by establishing and measuring these Web Event goals you can really know the effect social media tools have on your website and even on your business. And perhaps more importantly, you can engineer more relevant content to your readers.
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