When the rubber meets the road
You work hard sharing valuable content, connecting with many people, spreading the word, raising attention, and eventually growing influence and reputation. However much of the content you share goes unseen by your network. Many of your LinkedIn connections for instance don’t even know that you share interesting Infographics on Pinterest. Many of your Twitter friends may nor know that you share valuable business presentations on SlideShare. While you tweet about your blog posts, your readers may have no idea that you are a vivid reviewer on TripAdvisor. Lots of your social media energy evaporates – like burning tires that don’t get the horse power on the street. You need to know what your social media traction looks like.
XeeMe provides a profound improvement to content awareness and social presence management. The XeeScore is the key “meter” to measure your traction – not your action.
XeeScore is NOT about influence or activities
Your XeeScore is not tracking your activities. Scores like Klout, Kred and others are doing a great job measuring your social media activities. You may be terribly busy, 24×7 posting, talking and chatting, tagging people and more – none of this is part of the XeeScore. The XeeScore is not measuring the horsepower you may have but how much is actually getting on the street – traction!
What makes the XeeScore fly?
If you are very active and you bring the fruit home you can see that in your XeeScore. To the contrary, if you are very active but don’t get a return on your investment, you will see it as a low XeeScore. If you share your social presence (XeeMe URL) alongside your content and comments and people show interest in you by visiting your presence – that makes the XeeScore fly.
The core metrics for XeeScore
We look at four key metrics:
1) Number of unique visitors to your XeeMe.
2) Number of overall visitors to your XeeMe
3) Number of visits to your social sites / content
4) Amplification (how many visits you get to your sites from each visit to your XeeMe
1) Unique Visitors
While you enjoy having your existing friends visiting your sites and looking at your content, you would want to expand your network and venture into new circles of connections. By doing so your unique visitors will grow and in turn grow your XeeScore.
How can I grow unique visitors?
- Consider joining new groups on Facebook or LinkedIn – introduce yourself with your XeeMe
- Follow new people in Twitter – as long as they are relevant to you.
- Connect with new people in Pinterest.
- If you own any group or community introduce yourself to new members with your XeeMe
- When you send out emails to new contacts, let them know that you can be reached allover the social web
- Making your XeeMe prominent on PPT presentations and sharing it on SlideShare
2) Number of overall visitors
You will want to get as many visitors to your XeeMe URL as possible. Any link you provide anywhere on your blog or website that allows users to visit your LinkedIn, Facebook or Twitter direct is a lost opportunity. Those visitors will not know about all your other content on other sites. Plus you won’t even know if somebody visited you. The other reason why this metric is important is the amplification. We compute the so called amplification by dividing you overall visits over the visits you your sites and content.
How can I grow my number of visitors?
- Use your XeeMe URL like http://XeeMe.com/yourname as a signature anywhere
- Have it on your email signature
- Put it on PowerPoint presentations,
- Make it your main link from your blog, website or any social profile.
- Make sure you don’t use direct links any more to your Facebook, LinkedIn or twitter account.
3) Number of visits to your social sites
Visiting your XeeMe has basically a single purpose: Inviting people to visit all the sites you are on. And as such we are counting the number of visits to your social media profiles and content. Obviously we can only count the traffic that was inspired by your XeeMe.
How can I grow my social traffic?
Inspire people to visit those sites by giving very short explanations what they an expect.
- Providing a short explanation for each site, not just a link, gets more visits.
- If you run multiple twitter accounts, group those by topics and separate those topics with the separator feature on your XeeMe.
- The more variety of sites you show the more intriguing it gets.
- Sort the sites by importance to YOU – indicating the invitation to new content.
- Sort the sites in an interesting way, like grouping them by topic or business versus personal.
- Check it once in a while for broken links, visitors drop the ball quickly.
- Don’t provide any links to your profiles anywhere to “bypass” your XeeMe.
One of the most important effects of XeeMe is the amplification of your visits and therefor more attention for your content. Instead of inviting contacts to your LinkedIn profile – which honestly is not much more than a static profile page – invite those contacts to go to your XeeMe and let THEM decide what is most interesting to them. Typically visitors of your XeeMe look at more than just one site but check out multiple of your sites. In other words for each visit to your XeeMe you get multiple visits to your other sites. While a link to your Facebook page or LinkedIn profile ends there. XeeMe is amplifying or multiplying your social traffic and makes much more out of your content.
An amplification of “1″ would be if people visit one other site from your XeeMe. An amplification of “3″ means you get three visits to your various sites and content for every visit to your XeeMe. Some of the power networker get above 10 in amplification.
How can I improve my amplification
The more intriguing your social presence (all your sites) the more likely people visit multiple of your sites.
- More unique visitors and good descriptions are key to high amplification
- Your overall reputation is a key driver for amplification – as people want to know more
- Spammers may get visits, but no amplification
- Sharing valuable content gets typically good amplification
- Use your XeeMe to feature content on any of your sites
- Don’t overload your XeeMe with meaningless links
The biggest reason for low XeeScore is “Score Diffusion”. This is when you have your XeeMe in a list of other networks. Kind of a list in a list. People my chose to visit your Facebook page or LinkedIn profile directly. In this case you loose the opportunity to share your entire social presence and you don’t even know about that visit. Even more important, people may visit your LinkedIn profile to find out more about you from a career point of view but have no idea what you all posted on your blog, in groups, on Pinterest or YouTube and so forth. Meaning the content you worked so hard for remains to be unseen.
What can I do to prevent score diffusion
- Only share the XeeMe link, explaining it is your entire social presence
- Whenever you can share all your social sites, share only your XeeMe
The social presence of a user is not very attractive or the person is diffusing the social traffic through various other uncoordinated channels. Indicating an opportunity for great improvement.
The XeeMe owner has an average engagement level and has a small to medium size network. The social presence is visited and appreciated. Indicating a good base with room for relatively easy growth.
The XeeMe is well used and visitors go visit the respective networks. The XeeMe owner is apparently a very active social media users attracting new connections to visit the various profiles. Indicating a very good engagement level and improvements are not very easy.
A true Power Networker who not only has a well set network but continues to grow the connections leading to more visitors and more social traffic. Usually a XeeScore above 90 is also accompanied with a Klout score above 70. The key task is to maintain the level by strengthening relationships.
Extreme networker. The score above 100 also indicating more than 1,000 visits per week to the respective networks, plus frequent visitors from other power networker and an extensive volume of new connections. On a thermometer this would be the red zone. Most likely it is not possible to maintain that level unless there is some massive automation involved that more often than not is counterproductive to the idea of relationship building.
What goes into the score
Your XeeScore is a quite sophisticated way measuring social traffic to your respective sites and the content that is there. The XeeScore algorithm takes the following four parameter into consideration:
- INBOUND: Number of incoming visitors to your XeeMe URL
- OUTBOUND: Number of outgoing visits to your social sites and its content
- UNIQUES: Number of unique visitors
- AMPLIFICATION: The ratio between visitors to your XeeMe and then visiting to your social sites
We call the ratio between inbound visits and outbound traffic “Amplification”. The Amplification has quite a weight in the algorithm. In other words the higher the amplification factor the higher the score – even if the overall number is not outrages.
The actual algorithm:
((SQR((OutBound + uniques) * (SQR(OutBound/Inbound))) * (SQR(uniques)/100+1)) * 1.1