In a follow-up to my previous rant, I'd like to share some metrics that we can use to measure Puerto Rico Internet marketing. As I lamented before, it is a shame that organizations like the Puerto Rico chapter of the Internet Society, the Internet committee from the SME of PR, or for that matter any of the local universities don't already have detailed information about the use of the Internet for marketing in Puerto Rico. However, in some ways, the stark absence of any detailed information is metric in and of itself. As anyone with any business experience knows, the key to business success is often tied directly to one's ability to measure and respond to critical business indicators. So if we are not monitoring the Internet, then we must not think it's important, which is validated by the Internet still being lumped into the "Other" category in terms of advertising dollars spent.
So without any directed effort, what can we use to determine our success in social media, SEO, or Internet advertising? Here a few we look at here in Dónde Es:
Alexa - Alexa is a tool that measures web traffic. While it is useful, it's accuracy is somewhat limited. Alexa only measures web traffic for web users who download and install their toolbar. So it is actually only a subset of all Internet traffic. One of the cool things they do is break down traffic by country. Here is the list of the top 100 sites visited by Puerto Rican Internet users of Alexa. It shouldn't surprise anyone, that the "El Numeri Uno" is Facebook. By the way, just in case you were wondering, we're at 710.
There are some other sites available that do monitor traffic, but they are usually only available through subscription or do not break down traffic by country, except by individual sites. One site that we also use is Quantcast. They have a list of the top one hundred sites, plus a list of the top 1 million sites, which is available for download. w00t, we're 280,981! How does your website fair? Does is make the cut? If not, then you got some splaining to do to someone....
Facebook - So if Facebook is our favorite site, what can it show us about Puerto Rico Internet Marketing? Now as you might imagine, first we have to acknowledge that the amount of local ads on Facebook has exploded in the last year, but so far no one has emerged dominant. What we've seen is a lot of ads that come and go. It's our suspicion that the ads didn't meet the marketers expectation and were quickly pulled, but that is just our guess. Oh and by the way, it is estimated that are 702,360 Facebook users who live in Puerto Rico.
A search of Facebook for "Puerto Rico" is curious, but probably not that helpful. Just like while searching Google, a search for Puerto Rico companies using Facebook would have to be done very selectively by carefully choosing keywords. However, one simple metric is taking a look at the Facebook Pages listed in the generic "Puerto Rico" search. Checking FB Pages, here are some leaders:
Twitter - A friend tipped me to the existence of Twitterhollic, a site dedicated to analyze usage of the newest darling of the social sphere. With a little URL hacking, here is a list of the top users of Twitter with "Puerto Rico" as their location. The top Twitterholic is none other than "The Gangster" with almost 7,000 followers. Again, this HIGHLY dependent upon the location each user lists, so your mileage my vary.
In my next post I'll continue with additional metrics, this time focusing on blogs and who the marketing industry thinks is leading Internet marketing in Puerto Rico.
Flickr Creative Commons Contributor: !borghetti