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Measuring Social Media, Explained

In high school you may have had to choose between studying statistics over being social with friends. Some think this still applies when it comes to social media. Here are a few simple ways you can measure the effectiveness of your company’s social efforts.

1. Set Goals

To measure whether something is effective or not, you need to figure out what you’re measuring against. First, determine what a valuable action on your site would be. Making a purchase, requesting a quote, or downloading a whitepaper are common conversions (measurable desired actions).

After you figure out what you want to measure, follow the next steps to determine how social media plays a part in driving conversions for your business.

2. Social Tracking

If you’re like many companies, you use Google Analytics to track traffic coming to your site. Using Social Interaction Analytics you can measure social interaction with non-Google networks such as LinkedIn, Facebook, and Twitter.

This Analytics report will show you if someone came to your site, looked at your Facebook page to get more information, then came back to make a purchase. You may notice people with a social interaction spend more time on your site or are more likely to make a purchase.

3. Multi-channel Funnels

Multi-channel Funnels

Your company doesn’t just advertise on one channel. You have mobile ads, email campaigns, pay-per-click ads, links on referral sites, and social media pages. The Multi-channel Funnel report in Google Analytics will let you know what are the most popular “paths” people take to convert on your site.

Maybe your email campaign is driving traffic to Facebook. People then search for your company, come to your site, and convert. This report will help you determine the return on not only social, but other online channels.

4. Link Tagging

If 500 people view this blog post and then go to our contact page I can determine that from Analytics. But if 500 people come from a single Twitter post, it can be harder to measure. Google provides a great free tool called the URL Builder. This tool allows you to “tag” your links with information that will be recognized by Analytics.

Use this URL, for example:

purevisibility.com/contact?utm_source=blog&utm_medium=referral&utm_campaign=SocialExplained

The bold words will send extra information to Analytics for tracking. I will easily be able to see this traffic was a “referral” from the “SocialExplained” post on our “blog.” If you tag links from Twitter mentioning your fall clearance sale you can easily see how that traffic acts once reaching your site.

5. Good Ol’ Traffic Sources

Finally, look at how social traffic interacts with your site. Segment Facebook or LinkedIn traffic and see if anything stands out. Don’t just look at how many Tweets you sent out or how many commented on your company’s Valentine’s Day greeting.

Look at how social traffic acts differently compared to PPC or organic. Does social increase your conversion rate? Do they spend more? Now you can tell your marketing director that in 2011 LinkedIn traffic downloaded 20% more whitepapers than organic traffic did!

Social? Measured. Boom.

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About Eric Wortman

Eric Wortman is a PPC analyst at Pure Visibility. He specializes in ads for Search, Social, Mobile, as well as Local SEO. Eric is founding co-chair of SEMPO Michigan and an experienced speaker. He lives in sunny downtown Ann Arbor and is good at soccer, excellent on Facebook, and horrible at photography. You can find him on Google+.

One Response to "Measuring Social Media, Explained"

  • Marcus@Personal Injury Attorneys
    May 25, 2012 - 7:48 am Reply

    I do use google analytical tool for traffic tracking and its a nice tool…And these point are also useful for me ..Thanks…

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