Recently a friend asked why one of his Twitter accounts with 3 followers had 18 clicks on a bit.ly link. There are several reasons for that and a few other things to explain if you’re new to URL shortening with bit.ly

Bit.ly is a common URL shortening service. There used to be just one or two of these and they weren’t very commonly used. As someone said recently a “back-water Internet technology.” Services like bit.ly are great when used with services like Twitter. They allow you to maximize what you can share in a 140 character post. They also make it easier to share long URLs over the phone and various other places.

A fantastic benefit of using a tool like bit.ly is the ability to see statistics on how many people are clicking the link. Bit.ly in particular will show anyone this information and will also display where it thinks the click came from. If you’re using Twitter (or any other form of social media) for business this makes it a great tool to track when your followers are active and what they’re interested in.

Now let’s get back to the issue of 18 clicks from an account with only 3 followers. Bit.ly URLs (and some others) are often aggregated into various sites to show where people are linking to. So someone might see your URL on another site, possibly even without the context of your original post. In addition while someone might not be following you they might have bookmarked your twitter page or added your stream to their RSS reader (Yes you can subscribe to someone from your RSS reader and appear to not be following them). Your social media feeds may also be scraped and added as content to another site somewhere and could be generating clicks from there also (this is a whole other blog post).

As a general rule bit.ly stats are fairly accurate but they don’t get everything. For example TweetDeck has an option that allows a user to see a preview of many types of shortened links and allows the user to click on either version of the link, not just the shortened version. Additionally most services like bit.ly offer similar preview options. You can add a + to the end of any bit.ly link and see all of the stats for that link, clicks, sources and the destination. Bit.ly also seems to make no distinction on how many times a single user might have clicked a link and will even record you if you click your own link.

Bit.ly stats are great for getting a feel for things but they’re not perfect. URL shorteners are best used as a benchmark over a final performance indicator. It’s a great way to get an idea on where outbound clicks from a social media stream are going if you don’t own the destination site but if you do then your on-site analytics are going to be much stronger.

If you own a site and need more advice on tracking the URLs you’re sharing with social media contact us, we can help!

This is a post from the Nullvariable Web Consulting Blog.

Understanding Bit.ly Stats

We are all familiar with spam as unwanted email. A cursory viewing of the most recent messages to hit my spam folder shows me that spam is alive and well. For example, Google apparently is hiring (see above).

However, spam takes more forms than just just flagrantly false messages like that. Facebook spam is on the rise because of newbie users thinking that if I send this important message to all my friends, I will be able to influence the masses to join my cause! Or perhaps they just want you to join mafia or Jedis vs. Sith or some other current iteration of a poorly conceived, viral online game.

In the end, the proliferation of mediums to communicate means a proliferation of mediums to spam. Since email, Twitter, Facebook, and MySpace are almost completely ubiquitous, thanks to the iPhone and other mobile platforms, we can all have spam delivered right to us in the comfort of the office, my ’95 Camry, and even camping in the mountains!  Finally, I’ll eat real spam from a can and get the digital version delivered to my Twitter feed by a user who has suddenly decided that this week’s soap opera needs a play-by-play!

As if permeating all the communication mediums wasn’t enough, spam also has been introduced to websites as useless or next-to-useless link farms! Amazingly, spam has recently reached new lows (or highs depending on how you look at it). The image below was grabbed from a marketing website intended to provide extensive links regarding all its products and services. This screen shot of the footer illustrates  how spam has an even newer flavor: internal-linking spam. By the way, the unreadable yellow block is the navigational links list for this company’s graphic design capabilities.

cartoon captions added by Doug

As the internet has matured, apparently spam now receives a decent graphic design package because it is part of the “footer” and carries the title of “navigational links.” The navigational links include everything from CMS training to dating website scripts. The main categories are too numerous to be useful, but hey, it’s spam. When is it supposed to be useful? In fact, this site’s idea of “eMarketing” apparently includes spamming WordPress comment forms because we found the link to this page twice on the comments from one of our recent blog posts. By the way, what’s with the butterflies?

In the end,  spam is still spam. It’s annoying and will generally be ignored. No matter the medium. However, just like annoying infomercials at 10pm on TNT, spam must be slightly effective otherwise marketers wouldn’t keep using it.  I hope as the internet continues to age spammers will realize that no one is listening. At least, not seriously.

This is a post from the Nullvariable Web Consulting Blog.

The Many Flavors of Spam

Most of us have had the painful, enlightening experience of smashing an appendage with a hammer. Many of us have reacted by expressing our frustration, some more creatively than others, at that tool. When that happens, the problem is that it isn’t the tool’s fault that we’re in pain, it’s our own lack of skill or care in using that tool that has caused the pain. Case in point:

Spike Jones (@spikejones) of Brains on Fire had quite a few interesting things to say after our roundtable discussion with Congressman Bob Inglis (@bobinglis) Tuesday. One of his comments was:

“But don’t you think there are instances where it just doesn’t make sense for a company to use Twitter? Like the local mortuary? Or maybe the port-o-potty delivery guys?”

In fact, I think that a port-a-potty company could benefit from social media IF they use it to find event planners and construction companies and make connections with them (whether its via Twitter or whatever). There are actually tons of event planners on Twitter. Businesses can really benefit from those connections if they approach it the right way. The key here is balance and moderation.

Social media can be useful to any company that approaches it with the right attitude, a solid plan, and an understanding of their customers. Twitter and Facebook are tools for building community. Community is what drives your customers. If you can capture and tap into this motivation you’ll never need to worry about meeting your revenue goals.

Community drives our decisions. Without community you have no measurement of wealth. Some people want to be wealthy; some want to be happy; some want to be healthy. All these people have one thing in common. They use their communities to reach their goal. When the port-a-potty company learns to use Twitter to tap into the event planner community, that’s when using social media truly makes sense!

I believe that any and every company can use Twitter and other social media. On the other hand, I agree with Spike, I don’t think that they should be using social media because someone forced them to do it. They should be very careful of social media and expect to smash a thumb or two in the process.

Ask about ROI if you’re considering hiring someone to help you with social media. If they don’t have a way to track it and set goals against it then they’re not who you want to use. We can talk about this wrench (social media) all day long, or we can get dirty and fix something with it.

Update: Olivier Blanchard (@thebrandbuilder) has a great post on the same subject also inspired by Spike’s post. (Warning, it’s a LOT longer than this post )

This is a post from the Nullvariable Web Consulting Blog.

Don’t Despise the Hammer

It’s that time when we all tend to do some self-evaluation and consider what we want to accomplish in the coming year. It’s very common to make resolutions for personal growth. I think it’s important to set goals or resolutions for your business and parts of your business too! The following resolutions play off of a list of some of the most common resolutions people are making for 2009 but will benefit your business, website, and/or blog.

1. Lose weight.

Like many of us, our websites have gained a few pounds! It’s time to trim the fat. Steve Krug’s fantastic usability book Don’t Make Me Think devotes a chapter called “Omit Needless Words” to this subject. His third law of usability is:

“Get rid of half the words on each page, then get rid of half of what’s left.”

For many of us this goal may be a bit far-fetched, but Steve is trying to make a point. Many webpages are wordy for whatever reason. The Internet is a different place. People don’t read your content for the most part; they skim, looking for specific facts and information. Make it easy–lose some weight! We’re not really talking about blogs so much here, but bloggers should remember that short, actionable content is the most effective. It’s time to resolve that you’re going to cut down on the fluff.

2. Go back to school.

Are you learning? Your website will suffer if you’re not. Guy Kawasaki writes in Reality Check:

“Learning is a process, not an event. I thought learning would be over when I got my degree. It’s not true.”

Reading is one of the most effective ways to learn, and your website or blog can benefit by your reading related books and blogs. Don’t be afraid to take classes at your local community college to become more familiar with subjects you don’t understand either. I know many people who’ve gone back for one or two classes just so they can get better exposure and understanding on a subject. (It’s also a great place to network!) Resolve to read a book or take a class related to your website or blog.

3. Spend more time with family.

In business or on the Internet, your customers and readers are like your family. Are you spending time connecting with them? Are you using social media such as Twitter and Facebook to connect with your “family”? Seth Godin writes in Tribes about Laura Fitton, a young mom from Boston who connects with thousands of followers (13,613 as I write this). Laura has built an entire consulting business by connecting with people (her “family”). The technology, says Seth, shouldn’t be the focus.

“The essential lesson is that every day it gets easier to tighten the relationship you have with the people who choose to follow you.”

Resolve to use the tools of technology to connect with your customers and readers; your website or blog will benefit.

4. Try something new.

Some of us tend to think “trying something new” means skydiving or sailing around the world, but it doesn’t have to be that extreme. Your site can greatly benefit from you doing new things and keeping it fresh. The advent of great tools such as Google Website Optimizer makes it even easier for you to try new things and learn what’s working and what’s not working. Freddy Nager writes in his book Claw Your Way to the Top:

“Business as usual can get awfully dull. A touch of novelty is . . . outright sense-awakening.”

Nothing bugs me more when I visit the website of a company I’m considering doing business with and find that they have a “latest news” section but the most recent item is over a year old. Whether it’s changing the font size a small amount or using different colors, resolve to do something new and different with your site at least once a month.

5. Take a trip.

Get out of your office! Meet some people, and talk about your blog or website. Join a local club or organization. The contacts you’ll develop and things you’ll learn are invaluable. Olivier Blanchard points out that you shouldn’t just join a group to “be there” but rather to “be committed to building something.” Geno Church suggests that a major reason to join comes from being able to offer leadership, especially in a new or developing group. He goes on to say it should be about sharing knowledge and being authentic instead of just seeing it  as a

sales club. Amy Bomar says:

“Getting involved is the key to getting the most out of any association or group, so choose selectively!”

Trey Pennington says you should join a local chamber of commerce or club because you’ll form incredible connections with active people who are tuned in to similar interests. Jordana Megonigal agrees and adds that you “don’t join a Chamber to learn how to tap dance.” Whether it’s going to a tweetup at a local coffee shop or joining your local Jaycess to do charity work or forming a local Social Media Club, you and your website or blog will benefit. Resolve to take a trip outside your comfort zone.

6. Pay off your debts.

Financial debts aren’t the only ones to consider. In a New York Times article titled “The High Cost of Paying Off a ‘Sleep Debt,’” Lawrence Downes wrote:

“Not only does losing sleep sap your energy, darken your mood and impair your alertness, but it also invites other problems.”

Want to have a better website or blog in 2009? Better sleep habits are going to help. Don’t fight it out to stay up and finish a blog post; save the draft and come back when you’re well rested. Want to feel fresh and energetic? A great night’s sleep will do wonders! Resolve to stop racking up a sleep debt!

7. Get a better job.

If your website or blog isn’t working, consider doing something else. Don’t waste your time on a dead-end. Are you contributing to your field? Are you making a difference? The Internet is becoming a crowded space, but stick it out if you have unique ideas. If you’re trying to use shortcuts to make a quick buck on the Internet, you’re probably just going to end up funding someone else’s success story. If you can’t find a niche or take something to the next level, seek other outlets. You can even use Twitter to find a better job. And hopefully if you’re applying any of these tips, you’ll find that this tip isn’t necessary (or maybe you’ll find that you don’t need a “job” anymore). So, resolve to find a better job if you need it, or make your current job better.

Get started now!

• Remove fluff from your home page
• Register for a class or buy a book
• Comment on this blog, join twitter, and follow me
• Sign-up for Google Website Optimizer
• Join or help form a local Social Media Club
• Take a power nap (or if it’s late and you’re reading this, go to bed!)
• Find a better job

[Disclosure, I own all of these books. Amazon and oDesk links are affiliate links.]

This is a post from the Nullvariable Web Consulting Blog.

7 Resolutions for your Website or Blog

Saw this ad today.

Really? I had no idea! I’d better work really hard on my Twitter skills! But seriously, it makes me sad that someone is paying money for an ad like this. It makes me even sadder that people are probably clicking on it. With marketing like this its no wonder we tune out ads or use plugins like Ad Block.

Should Google do us all a favor and filter stuff like this? or should we all click ads like this just to run up the advertisers bill? I’m guessing the site in the ad isn’t safe for work but I also didn’t bother to check it out since I don’t need to meet girls at a site with a name like that…Spam is still spam even if you pay money to post it. Almost wish that Google would let savvy users thumb up/down ads…

This is a post from the Nullvariable Web Consulting Blog.

Twitter Skills = Girl Skills?