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About Jeff Larche

Jeff Larche

Jeff Larche has a deep background in database marketing and direct response. His is a consultant specializing in CRM and interactive marketing with Accenture. His own blog, which is also the name of his original consulting business, is Digital Solid. When he's not working at his day job, he's provided digital strategy support for a worthy not-for-profit, Rock the Green: mixing education about our environment with a day of great live music on Milwaukee's beautiful lakefront!

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Comments Policy

Comments on Social Media Explorer are open to anyone. However, I will remove any comment that is disrespectful and not in the spirit of intelligent discourse. You are welcome to leave links to content relevant to the conversation, but I reserve the right to remove it if I don't see the relevancy. Be nice, have fun. Fair?

  • http://www.themarketingspot.com Jay Ehret

    Nice tutorial Jeff, and thanks for the text file. I’ve added the advanced segment to my GA. I’m surprised at the results. I expected my social media traffic to be more than it actually is, a small percentage compared to the time I invest in it. However, I did find with my social media traffic that the bounce rate is lower, the pages-per-visit was higher and the Avg time on site was longer .

    • Jeff Larche

      Thanks for sharing your experiences with this type of segmentation, Jay. When I say you can pick up interesting insights, this is the sort of thing I was thinking about. Now you know that your social media efforts probably aren’t as high as you thought, bringing the ROI of the work into question. On the other hand, if your game is quality and not quantity, social media efforts may pay off after all, since these folks are clearly more involved with your content once they arrive. Good example!

  • http://kikolani.com/ Kristi Hines

    Great idea! I will be adding this to my analytics later on today. Keeping up with all of the related Twitter apps is a beast in itself, especially since you can’t consider HootSuite all from Twitter because it integrates with other networks.

    • Jeff Larche

      You’re right, Kristi. As tools start pulling from other social media feeds, it is hard to differentiate. Take FriendFeed. Most users seem to push more tweets to it than anything, but FriendFeed’s value proposition is being able to pull from many different places.

      All we can do is our best, and watch our progress over time. It’s the trending data that is some of the most relealing — and least prone to inaccuracies.

  • http://www.biggerpockets.com Joshua Dorkin

    Fantastic idea, Jeff! Like Kristi, I’m planning on following the tutorial and adding a social media segment to my GA later. It will be interesting to see what kind of true traffic ROI my time is resulting in.

  • http://trafficcoleman.com/blog/official-black-seo-guy/ Black Seo Guy

    Your Google analytic should give you a break down of the traffic sources. But you only need a little here and there..don’t put all your eggs in one basket..

    “Black Seo Guy “Signing Off”

    • Jeff Larche

      Good tip, “Mr. Guy” ;-)

  • http://toptenblogthemes.com Chris

    Awesome tips Jeff thanks! I will give this a try. I was looking for an easy way to track my traffic from these sites. I will let you know how it turns out. =]

    • Jeff Larche

      Please do Chris

  • Russ Henneberry

    Very practical post Jeff! Thank you.

    I’ve always said, online marketing is much more measurable than traditional marketing… if you do the measuring. Admittedly, I need to do more practicing and less preaching about this. I become so disheartened by my GA data sometimes because of exactly what you stated … it’s difficult to separate the signal from the noise.

    I will give this a try!

    Thanks for writing this Jeff!

    • Jeff Larche

      I’m glad it could help, Russ.

  • http://www.argylesocial.com Tristan Handy

    Jeff! Wow! I’m extraordinarily happy to see your post, given the lack of attention that the hard numbers and measurement challenges get in the social media marketing space.

    The one thing I’d bring up is that using a simple web analytics platform (aka Google Analytics) to track conversions from social media tends to under-report your actual results from social media because social media is intent-generating rather than intent harvesting. I wrote about this a while ago at http://argylesocial.com/blog/2011/1/3/social-media-measurement-google-analytics-vs-argyle-social.html . Marketers that ignore this fact are going to underestimate the value that their social media activities are having on revenue…not the result anyone wants ;)

  • http://markfrisk.com Mark Frisk

    Excellent advice. I also recommend tagging the links to your own site that you place into social channels, before shrinking them. You can then track the performance of your own efforts in Google Analytics via Traffic Sources/Campaigns. You can identify which message variations yield the best results, which time of day is optimal, etc.

    Google has a handy URL Builder tool that let’s you easily tag your links:

    http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578

  • http://thefuturebuzz.com AdamSinger

    Social segmentation is fine but you’re never going to be perfect due to the long tail of blogs that exist. Referral traffic is inherently social as well, think about it.

  • Ndawkins

    Great article Jeff and a couple of additions based on what we are doing with our social media measurement product, Social Snap:

    1.) If you have a community or SM site that you are focusing on, you might want to isolate it and compare to overall SM traffic.
    2.) Viewing this type of data alongside other metrics, such as changes in buzz volume and topic, direct traffic, influencer mentions, SM reach and engagement, etc. provides the context needed to make the light bulbs go off in your head.

    Thanks for providing solid, practical advice that anyone can do with a little elbow grease!

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  • Anonymous

    Hey Jeff, thanks for the data, this is some good stuff.

    I did notice one error in your RegExp. On the last

    • Jeff Larche

      Got it.

      I had broken out the full list into categories for listing purposes only. A warning to readers: If you end any RegEx inclusion command (such as this) with a pipe, you filter out no one! It reads the “nothing” after the last pipe as permission to include EVERYTHING! Always be sure you cut this trailing pipe out or your filter will fail.

      Thanks for the catch, Casey!

  • Anonymous

    Hmm, not very much actually. Never realyl thought about it.

    http://www.total-privacy.int.tc

  • http://www.happinessplunge.com Adam Pervez

    Hi Jeff,

    Thanks for walking through how to do this. Very handy information!

    • http://resumecvservice.com/ resume help

      right) thanks a lot to the author! there are things that i’ve never thought about!

  • лектор

    А у нас в России всем на это начхать… Платим больше чем вы а соединение как с луной.

  • http://sorebuttcheeks.blogspot.com/ steroids

    never enough even though i think most sm sites are full of kids with no real spending power.

  • Anonymous

    This I can really use! As someone who understands the value of comparing conversion rates for social media, search engines, pr, etc. and does so monthly in a semi manual way, I love a method for automating. Thanks.

    • Jeff Larche

      I’m thrilled that you and other readers are finding this useful. Always glad to share the wealth! :-)

  • http://twitter.com/socialmea Mea Solutions

    Very helpful Jeff, thank you!

  • http://www.facebook.com/HROfficeGmbH Viktoria Behr

    Helpful article, thank you very much!

  • http://brittanyrubinstein.com/blog Brittany Rubinstein

    I hadn’t ever thought of creating a social segment. I’m definitely not utilizing analytics as much as I could. This will be extremely helpful.

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  • http://www.online-business-virtual-assistant.com/ Virtual office assistant

    Wow, lots to digest. Thanks for generously sharing this useful info. Especially appreciate the acknowledgment that for some businesses, the goal may not be tens of thousands of fans but a few hundred solid ones.

  • http://www.cygnismedia.com/social-media-application/ social media application

    Hey Jeff, some cool tips you have been shared in this article, thanks man

  • http://www.internetincomecode.com George Tee

    Nice post, jeff. What a great programming skills you have. I would definitely try to segment the amount of traffic that I get from social media sites. In that way, I know which traffic or visitors are important to me and my site as well.

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  • Jak Manson

    Well the social media is a great way to get traffic to your business. A lot of people are watching social media and that is a great way to get noticed. Thank you for sharing this great post. It is really helpful and you put it together really well.
    Jak Manson | http://nautilusbuyshomes.com/investors/

  • Mike

    Thanks Jeff. Search Engine Optimization is my expertise, but I am trying to get the hang of this social media thing now. I just got set up with HootSuite last week and have started some campaigns for Twitter and Facebook (I’ll go from there). This sure does seem like a tall mountain to climb and is pretty overwhelming, but I appreciate the boost of confidence your article has given me. I just don’t want to waste the little time I have, ya know?!

    Feel free to follow me @7DayAffiliate on Twitter. While I’m new to social media marketing, I’ve been a full-time affiliate marketer for years now and have some good info to share.

    Mike Rogers | http://www.affiliatemarketertraining.com