Page 261 - Social Media Marketing for Dummies

Utilizing analytics

Before we look at examples of business content on Medium, we look at some of the
data analytics you can gather when you post on the site:

» Views: People who looked at the post
» Reads: People who read the post
» Read ratio: The difference between reads and views

» Average time reading: The amount of time (estimated) that people spend
with the story
» Fans: People who clapped for a story
» Referrers: What sites your traffic came from

» Reader’s interests: You see the topics that your readers follow. You need to
reach a threshold number of readers (determined by Medium) for the story
before you can view this content.

As you can see, this is useful data that helps you learn more about your audience.
Take a close look at these stats and use them to optimize your content.

Delving into Medium content

In this section, we look at how content is presented for a profile on Medium for
both a thought leader, Larry Kim, and a software company called Buffer.

Reviewing a profile

Larry Kim founded WordStream and is currently the CEO of MobileMonkey
(http://mobilemonkey.com), a Facebook Messenger solutions company. He par-
ticipates on Medium as an author and thought leader. He edits the publication
Marketing and Entrepreneurship, and he is a top author who submits articles for
the publications, Entrepreneurship, Education, Inspiration, Life, Productivity, and
Life Lessons. Figure 16-2 shows his Medium profile.

» Profile: Medium pulls information from your Twitter profile if you have one,
or you can set up a one-hundred-and-sixty-character description, with a photo
and link to the business location you want readers to know about. Here you
see the number of followers that Larry Kim has, which as of this writing is one
hundred and ninety-seven thousand.
» Claps: At the claps link you find content that was approved of by Larry Kim
with “claps.” If your content receives claps, you know it is resonating with your
audience, so this is an important number to watch.

CHAPTER 16 Engaging Customers Using Other Platforms 245