As Communications Manager for Flagship, part of my role also includes managing and maintaining our customer website. On a daily basis it’s up to me to write new content, update existing content, refresh links and generally tidy up.
Before Flagship got involved in social media, I felt somewhat powerless with regard to driving traffic to our website. I could only rely on the quality of our content and of tags and keywords, checking out referring websites and trying to get us indexed on as many partner websites as possible…
However, as soon as we got involved in social media, I was put back in the traffic driving seat…
Studying Google Analytics, roughly 64% of traffic to flagship-housing.co.uk comes through search engines, 21% is through referring websites and 15% is direct traffic.
Taking a look at our top referring websites today they are:
- Google.co.uk (6,800 visits since Jan 1 2010)
- Flagship Connect (our intranet) (4,500)
- Rightmove.co.uk (3,000)
- Housingnet.co.uk (2,900)
- FACEBOOK.COM (2,600)
Now, when you consider that we did not officially launch Facebook until July 2010, it makes for some pretty interesting reading – even more so when you look into our Facebook visitors in detail…
Compared with the average time on site (across the board) of 3 minutes 51 seconds, it seems our Facebook friends are more interested in our website. Staying online for an extra 20 seconds (at 4 minutes 11 secs), they also look at more pages on average too.
What about Twitter?
Twitter is also a great way to direct traffic to the website. Since 1 January 2010 we’ve had 400 visits, however they stayed online for less than average (at 3 minutes 21) and looked at less pages.
Well I think this can be explained through the fact that Twitter is generally not where your customers / tenants are – it’s more of a platform to engage with industry peers, partners and stakeholders. This suggests that a ‘one size fits all approach’ when trying to drive traffic to your website won’t work – tailor your message and link to suit your audience!