The Social Observer

The Social Media Marketing Blog by SNHU Students

Word Gets Around, Part 2: Travel blogs & social media metrics

First comes the buzz, then the social media metrics. In part 2 of this series, we’ll explore those metrics. In addition, we’ll look at Google Analytics, Hootsuite and other social media productivity tools designed to help you manage and measure the impact of your efforts. Fair warning to math phobes: Content may contain data and words like metadescription.

Measuring the buzz

Welcome to the world of measurement, the other essential element beyond the techniques and, well, pure content of travel blogging. Because without measurement, you won’t know which posts worked and why, which channels are achieving the best conversion rates, what’s your total ROI and how to improve your content strategy in the future. Bottom line, social media metrics matter.

While there are many social media metrics worth measuring, according to the Journal of Marketing Education, here are three that matter most:


  • Interaction metrics, which track audience engagement with each channel and activity, the most critical metric for social campaigns according to the Interactive Advertising Bureau
  • Activity metrics, which measure actions an organization takes with regard to social media, like setting goals around “the number and timing of blog posts…comment responses and status updates”
  • Return metrics, which mainly assess financial outcomes that benefit your brand, including ROI and cost reduction measures as well as returns on impressions, digital impact and earned media.

Managing social media metrics

Fortunately, you have excellent choices when it comes to social media productivity tools to help you manage and analyze activity across your social media channels. Among the best are:

  • Postplanner
  • Buffer
  • Hootsuite
  • Google Analytics

Hootsuite and Google Analytics have set the industry standard in terms of organizing content, automating posts, setting up goals and tracking progress in user-friendly formats. Google Analytics is a big timesaver, because it lets you see what’s working – and what’s not – at a glance. It also lets you run reports by platform, like this one.

Google Analytics chart showing social media metrics and results from multiple platforms

For a deeper dive into the world of Google Analytics, check out this article from RazorSocial.

Hashtags help

In addition to the all-important social media metrics and analytics, remember to always include hashtags in your #socialmedia pitches. One of the best for travel blogging is #VTR, which stands for “virtual travel communities.” When you include VTR in your hashtags, you make it easier for these communities to find your blog. What’s more, doing so can help stir up some buzz around your blog and, in turn, help fellow travel bloggers optimize their blogs.

Keywords count

Finally, don’t forget — and never underestimate — the power of keywords. While search algorithms change continually, Google continues to rank content based on the number and placement of keywords. Of course, keep in mind that fresh, relevant content should always be your main priority.

As a rule of thumb, plan on five to seven keywords placed in your title, first paragraph, subheads and a couple of other places on the page. Including keywords in your metadescription also helps with SEO ranking. Check out this article from social media maven Heidi Cohen to learn more about optimizing your social media marketing for search.


Where to next?

Before you embark on your next adventure (or your first travel blog), we’d love to know a little more about you. That way, we can help fine-tune your content strategy. Mulling over these questions can also help you tailor your content and conversations with your audience. So, tell us:

  • How much time do you spend on social media platforms each week?
  • What are your favorite social media sites?
  • Do you use social media in your day-to-day responsibilities?
  • How would you rate this blog?
  • Where have you traveled to recently that you’d like to share?

So take a moment to tell us a little about yourself and your needs. That way, we can all get smarter about social media marketing together.

Category: Blogging, Social Media Marketing 201