Within our social media team at the Institute, we spend at least 5 to 10 hours each week monitoring and updating our Institute’s social media channels. For this week’s web analytics fast fact, we’ll analyze the effectiveness of our various platforms in terms of the quantity and quality of organic traffic they bring to the Monterey Institute website.
I’ve pulled a few key metrics for each platform over the past six months and excluded traffic from the Monterey area in an attempt to determine how we’re reaching audiences like potential students, alumni, and donors who we don’t interact with on a daily basis:
| Total Traffic | Average Visit Duration | Bounce Rate (i.e. Single Page Visit) | |
| 19,099 | 4:17 | 64.90% | |
| Mobile Facebook | 2,769 | :51 | 84.72% |
| 1,254 | 6:51 | 65.55% | |
| 1,036 | 3:35 | 39.77% | |
| YouTube | 85 | 4:24 | 36.47% |
| Google+ | 64 | 6:36 | 32.81% |
| Wikipedia (English) | 1,816 | 4:44 | 32.49% |
| 18 | :33 | 55.56% | |
| Naver | 994 | 4:40 | 21.03% |
| 216 | 3:38 | 52.31% | |
| Renren | 149 | 2:56 | 38.23% |
I’ve marked the highest three statistics in each metric category above in bold, excluding platforms that brought less than 100 visits to the website. Surprises include Twitter as 1st place for average visit duration; Wikipedia as 3rd place in total traffic, 2nd place in average visit duration, and 2nd in bounce rate; and Korean blog Naver as 3nd in average visit duration and 1st in bounce rate.
If you have any questions, please comment below. See you next week for the another web analytics fast fact post!