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Subscribers is a measure of how many people are subscribed to your feed. At any given time, you can expect that a certain percentage of this subscriber base is actively engaging with your content and this Reach measurement provides this additional insight. Additionally, there may be people viewing your content beyond your known subscriber base. For example, they may view your content on a feed search engine or news lter site. Reach aggregates both of these groups, providing an accurate and useful measurement of your true audience. Now we have an approximation of your readership, and like all numbers on the Internet, this one has no value by itself. It s only when you compare that number with your own baseline or compare it with your competition that you have the necessary context to determine how well you re doing. That context is essential if you intend to use these measurements to make business decisions.
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Avinash Kaushik had a one-month head start on Charlene Li in 2006 with the rst of a series of posts that were more operational and tactical in nature. While many blogging platforms will report on how many times your various posts were viewed, Avinash took a crack at measuring the number of people who read his blog and explained himself in a post called How to Measure Success of a Blog (120 Days in Numbers) (www.kaushik.net/avinash/2006/09/how-tomeasure-success-of-a-blog.html).
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My proposal is to compute a metric called Blog Readership (and its web analytics equivalent Blog Unique Readership). It is derived from two different sources, the web analytics tool and the RSS tool (and one leap of faith).
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Month Month Month Month 1 2 3 4 Total Total Visitors Unique Visitors Avg Daily Feed Subscribers Feed Subscribers Feed Unique Subscribers Blog Readership Blog Unique Readership 4,735 2,000 50 1,554 200 6,289 2,200 8,784 4,230 117 3,626 468 5,767 2,515 241 7,471 964 6,525 3,162 360 25,811 10,791
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12,410 13,238 17,676 49,613 4,698 3,479 4,602
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1. Get Total Visitors (or Visits or Visitors) from your Web Analytics tool. 2. Get the Average Daily Feed Subscribers for each month. (I use FeedBurner for RSS stats). 3. Get your Monthly Feed Subscribers number (sum of each day s subscribers from FeedBurner). 4. To get a best estimate of your Feed s Unique Subscribers multiply your feed subscriber number by 4. (Sort of inspired by Greg Linden s reference [http://glinden.blog
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spot.com /2006 /09 /1000th - post-on-geekingwith-greg.html]. Update: Please see Greg s comment below [http://www.kaushik.net/ avinash /2006 /09/ how - to - measure - success of-a-blog.html#comment-3664] and also my reply [http://www.kaushik.net/avinash/2006/ 09/how-to-measure-success-of-a-blog.html# comment-3684] for more context.) 5. Now your Monthly Blog Readership = Total Visitors + Feed Visitors 6. And your, again best estimate, Monthly Blog Unique Readership = Unique Visitors + Feed Unique Subscribers. As you can see, even a question as simple as How many people can be tricky at best. Avinash has updated his calculation of readership a couple of times on his Occam s Razor blog, and I recommend a trip to www.kaushik.net to see what he s written lately. Web sites like PostRank (Figure 2.5) are lending a hand in getting your arms around how popular your blog might be.
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Measuring Twitter is almost the same as measuring your blog. Almost. Again, if your goal is personal aggrandizement, you can track that with tools like Buzzcom (www.buzzcom.com) (Figure 2.6). If that s your reason for blogging and tweeting, just try to avoid showing up too often on http:// tweetingtoohard.com.
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Figure 2.5 PostRank helps keep tabs on brand mentions.
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Your pro le may closely match a corporate celebrity web developer, but the business implications are not clear at this time.
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