Identify which stories to promote with refs/action
Sorting Posts by Social Interactions can give you an idea of which posts are generating more engagement offsite. Looking at more contextual metrics can help you identify not only which articles are buzzy on social media, but also which articles are drawing an audience back to your site. Looking at refs/action—that is, average views referred from social media for each social interaction–can help pinpoint which articles are the most efficient at generating both buzz offsite and traffic onsite. You can also think about this as average click-through per share, comment, like, tweet, or pin.
Seeing something that’s getting wildly shared, but not read? Social media presents an opportunity to find new audiences. Make their first impression of you a good one by ensuring your headline and image are on-brand.