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Article ID: 2979688 - Last Review: October 9, 2014 - Revision: 18.0

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Social Media
You tweet, you blog, you post information about your small business on Facebook. But how do you know if your efforts are paying off? Principal consultant and itgroove president, Sean Wallbridge, and his social media strategist, David Caughran, reveal which statistics they track and share suggestions about how you can create more engaging content for your community. (Hint: It’s not always about the numbers.)

Track your social media activity with a monitoring tool
While there are dozens of monitoring tools ( (free or paid), Wallbridge uses Jetpack ( , an add-on that gives him access to additional statistical information through his WordPress dashboard.

Some popular tools such as HootSuite ( or Sprout Social ( help schedule the delivery of your social media content. This allows you to take advantage of the best posting times ( for your customers. You can also track and report the results of your efforts. See sample dashboards below.

Key metrics for itgroove
While every aggregator or social media reporting tool is different, most of them monitor basic information. Here are some statistics that Wallbridge and Caughran track for itgroove, plus recommendations on how to improve these metrics for your own small business:


Number of views

Indicates the number of times your page gets viewed


  • Be authentic and helpful in interesting ways.
  • Engage with other sites, organizations, and people by following and commenting on their blogs.
  • Post new blogs on a wider variety of social media sites to see which ones work best for your content and style.
  • Link with your other blog posts.
  • Add a bibliography with links to increase the number of times you mention keywords.

Origin of your incoming links (views)

Shows which sites (social media included) drives traffic to your site. These are also known as referrers.


  • Post more frequently on sites with the highest number of incoming links.
  • Drop social media channels where there’s not a match between your content and the interests of the people who frequent that channel.

Top posts and pages

Lists which posts are the most popular


  • Focus on the blog style that your readers find most engaging.

Number of click backs

Shows how many posts drive clicks to your website


  • Announce additional content (videos, PowerPoint presentations, and infographics) in your blog. For extra traffic, post your videos on YouTube and Vimeo and put PowerPoint presentations and infographics on sites such as SlideShare.
  • Remember to put a link to your blog and website in all the content you share.

Number of shares, followers, and bookmarks

Demonstrates the popularity or 'social viability' of your content


  • When appropriate, thank someone for sharing your content or replying to a comment or post.
  • Recognize a holiday or a world event by wishing your audience well.

Number of clicks you get on links within your blog

Indicates how engaging readers find your content


  • Use popular keywords in your links.
  • Refer to other blog posts by interlinking them.

itgroove metric
For a small business, itgroove has racked up impressive numbers in some areas, especially Twitter, YouTube, and SlideShare where they ranked in the top 2% of most viewed content on SlideShare in 2013 ( . Wallbridge believes these higher numbers come from providing great content that meets real needs.

While some of the other numbers are lower in comparison, that doesn't worry Wallbridge, especially when it comes to blogging. "The leads we get from blogging are real opportunities that come from outside of our regular referral channels and can lead to thousands of dollars’ worth of work," Wallbridge says.

itgroove stats, social media 2013

Sample dashboards

Jetpack plug-in (used by itgroove)

HootSuite’s uberVU Board

Sprout Social screenshot

For more information about blogging and social media read these articles: (

Other links

About Sean Wallbridge
Wallbridge, president and principal consultant of itgroove Professional Services Ltd, is a six-time SharePoint MVP and evangelist from Victoria, British Columbia, Canada.

About David Caughran
Caughran is the principal consultant at CONNECTED THOUGHT. As a digital strategist, he is responsible for creating digital and social strategies that enable clients to create and maintain engaging user experiences.
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