I’m often in a meeting trying to explain the crux of a website, and after likely 100+ of my poor car analogies. I’ve finally landed on one I can trust – your website is a garden. Let’s have some fun with it.
- Websites should never die – they evolve. Much like a garden, with time and resources a website can take many different functions and designs over the course of time.
- Websites a much deeper than what you can see. Like the roots of a garden, a website should be tied to many elements of your business – CRM, analytics, business intelligence and databases.
- Websites require maintenance. Like pulling weeds, old content and broken links must be removed over time. There are exceptions to this, for example, the Space Jam website and nooooooooooooooo.com.
- There are many tools involved. Until I Googled it for the purpose of this analogy, I had no idea there were so many tools you could use in a garden (most are sold by Canadian Tire). On a website, there are a number tools including: link checkers, readability tools and accessibility checkers at your disposal.
- When done right, they are beautiful! Like the amazing VanDusen Botanical Gardens in Vancouver, websites can be awe-inspiring. It takes strategy, design and execution to make it all work, and when it comes together, the results can change lives.
Feel free to spread the analogy and use it wherever you can!
Recently, when asked by a client how they could properly measure their success versus competitors on Twitter, I defaulted to my typical answer, but then thought it out a little more.
Initially I thought of Klout.com or Kred.com. After my cursory view of both the client and their competitor I noticed that, although the client had a much more thought out content strategy, the competitor scored higher on Klout and Kred.
After my first look, this made me think of the obvious issues that already exist in measuring Twitter success (I have reluctantly relied on these sites). Of course, they provide at least some input on the matter; they have ever improving analytics of true reach and amplification. However I have yet to see a site be able to provide a strong measurement reflecting content effectiveness.
It is my hope that Klout, while integrated with Facebook, may be able to integrate with link shortening applications to measure engagement and click throughs on content. The actual consumption of the content can be easy to measure if you own the short links however it is quite difficult to know whether or not your RTs are being read or not. Most will contend that these will receive more RTs, however that’s likely an assumption of consumption.
No matter how you slice it, we are currently missing a big piece of the analytical pie on Twitter. The question is, which service will fill the gap first?