When we tweet or post links on Facebook, it’s hard to tell if anyone is clicking on them. And it's also challenging to tell which channels are performing better than others. Now a new platform can more accurately measure your social media efforts.
Thanks to Squeeze you can get a deeper look into marketing and social media campaigns. Developed by Toronto-based Sequentia Environics, the newly launched Squeeze measures how many people clicked on links on various social media channels, such as Twitter, Facebook, LinkedIn and Google+. You then get data on which channels are attracting more followers than others, e.g. more people clicked our Facebook links than our tweet.
Sequentia believes the new product will make it simpler for marketers or journalists to see what actions are successful, and which need some tweaking.
“We’re shocked to learn how large enterprises on Fortune 50 list were using Excel to measure social sentiment monitoring,” says Jennifer Evans, Founder and Chief Strategist at Sequentia (full disclosure: Evans is also on the board of advisers for Digital Journal). “Their work didn’t tell them anything about how their content generated leads.”
Evans and her team came up with Squeeze in order to give marketers and execs a much-needed hand in learning how their social media time was being spent. Were people clicking more on infographics in Twitter, or on questions posed as tweets? Did Facebook encourage more engagement than Google+? What day delivered the best results? Squeeze wants to deliver those results, in real-time.
We tested out Squeeze for several weeks and we found the platform to be simple and powerful. We learned quickly how Facebook links seem to attract more visitors than tweets, and a dashboard nicely lays out graphics on where traffic came from. We also liked the feature showing us the best time to deploy content, from the day of week to the time of day we’d most likely see high engagement.
A channel comparison chart told us what social media outlet saw the most virality, something we often came back to when considering where to post links.
A portion of the Squeeze dashboard showing social media channel data
“Squeeze lets you see great analytics and how everything fits together,” Evans says. She adds many other social media channels can be integrated into Squeeze, such as an image on Pinterest (as long as it has a dedicated URL) or a YouTube video, if a link is placed in the clip description space.
You can also measure content placed in emails or e-newsletters, which many companies may find valuable when they analyze lead-generation initiatives.
Sequentia isn’t the only player in this space. bit.ly is well known for analyzing your links, but its free service is limited: it will only connect to Facebook and Twitter, and you can’t customize what channels to measure. Also, the Enterprise version of bit.ly costs minimum $995 a month, while Squeeze’s upcoming paid features will be priced at $500/month, for the top Enterprise version. For a scaled-back version at $50/month, users can get unlimited form integration (for those doing newsletters), unlimited content assets, and one year of data retention.
As social media and marketing continue to intersect, tools like Squeeze will become more prevalent for content creators hoping for deeper analytics. It’s not enough to see mentions on Twitter; to truly gauge your online performance, you need apps delivering timely info to determine if you need to send out that link to the masses.