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Twitter y la medición de tráfico

Ya no basta con medir clics. Varias herramientas para medir el tráfico de nuestros contenidos contabilizan el éxito que tienen por medio de clics, retweets y shares, pero las tendencias van cambiando. Medir clics no es muy fiable, pues a veces los curiosos sólo entran sin ver el contenido y se salen de inmediato, lo cual no nos indica si el contenido vale la pena.

En Twitter, al compartir información con los retweets, se tiene una ventaja. Recordemos que existe el “efecto torbellino”: la información circula en giros cada vez más grandes en la red, lo que provoca una bola de nieve que se hace mayor. Esto es el “ancho” del torbellino que se puede representar con el número de retweets que logra el contenido.

Pero, ¿por qué es más fiable el retweet al clic? Por dos razones: al compartir información que llega a nosotros es porque vale la pena que otros lo lean. Cuando se tienen clics pero no se difunde la información, es cuando hay que preocuparse. La segunda razón es que existe la tendencia en Twitter de difundir el contenido sin haberlo revisado antes, lo que provoca que llegue a más personas y genere más clics.

Lo que se puede medir en este caso son las palabras mágicas en los títulos o en los 140 caracteres que se usan, además de que nuestro contenido sigue en la espiral y al alcance de más internautas. Así que, para realizar un análisis más profundo del alcance de nuestros contenidos es necesario tomar en cuenta ambos aspectos, tanto los retweets como los clics, sabiendo lo que cada uno representa. Muchas gracias.

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