© 2003 - Disney Enterprises, Inc. / Pixar Animation Studios

Source: IMDb - © 2003 - Disney Enterprises, Inc. / Pixar Animation Studios

When I started drafting this post about our traffic trends for the first two quarters of 2009, I thought I’d call it: Six months of social media and how are we doing? But, as I was writing it, I realized that the story I wanted to tell was more about what we’ve learned so far from blogging and increasing the visibility of the ICT-KM Program on the Web than just measuring the impact of social media per se. Of course, the use of social media is part of the bigger picture, but what I had to say had more to do with an organic approach to the monitoring and evaluation of our Web publishing work.

Traffic monitoring and analysis play a big role in gathering insights into what we’re doing on the Web and how we’re doing it. In a previous post about including social media appropriately in a communications plan and measuring its effectiveness, the core message was ‘measure as you go and abandon that which doesn’t work‘. Well, here I attempt to explain what we’re learning from the main ways in which we measure traffic (blog page views and referrers, the two core stats provided by hosted blogs at WordPress.com) and what we’ve learned so far about blogging.