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Tracking the reading habits of social media followers is something that legal professionals interested in cultivating their online presence should practice. This is a process of discovery that can help formulate a content publishing strategy or an editorial calendar, with the ultimate goal of encouraging audiences to keep coming back for more content.
There are various tools to measure engagement, but Google Analytics should be the first choice. Some of the basic insights that Google Analytics provides include:
The reading habits of visitors can also be tracked with advanced functions like:
Once advanced metrics are established, it is up to legal professionals to decide on a content plan of attack. If a commercial law firm in White Plains notices that readers keep coming back for blog posts related to the General Corporation Tax imposed on companies that do business in New York City, it would be a good idea to measure how far they scroll down the page.
By placing readers and skimmers in their proper categories, the business law firm above can plan future blog posts accordingly. If visitors click on a blog post but abandon it after they scroll halfway down the page, this may be a signal that future posts need to be shorter.