Measuring your social media Activities
- ROI is becoming increasingly more important each day, but how we measure and
analyze social data may be the most important factor, Here is my experience and
findings, which will make you become the Guru of Social Media Marketing, with
the help of Google Analytics and Klout, calculating the effects of social media
on website traffic and brand awareness is easier than ever before.
See how these tools help measure
social media ROI here!
Website
Traffic
The main purpose of social media
campaigns is to not only drive traffic to your website, but to also gain
conversions. In order to achieve this purpose, it is important to understand
the direct relationship between online media and sales. Luckily, Google has
made it very easy to track this through Google Analytics, which gives the user
a holistic view of where his/her digital brand stands online.
How it’s done:
- Define KPIs (Key Performance Indicators): Whether it is time spent on the website,
downloads or purchases, it is crucial to set up KPIs to establish a basis
for comparison. Google Analytics Social Reports measures the impact of
your campaigns in comparison to each benchmark, giving you an easy-to-read
report.
- Analyze Data:
Google Analytics uses data to reveal social sources, highlighting which
social networks drive the most traffic, result in conversions and, in
turn, deliver the highest quality visitors. With this precious
information, you can determine which networks are giving you the greatest
ROI and which still need content development.
- Leverage Data: Drive
content marketing through Google Analytics’ various tools. Content Reports
provide comparison charts, highlighting which content is leading to
conversions on what network. The Social Value Graph allows you to compare
your social media campaign to other sources, including search, direct and
other referrals. And the Pages Report identifies which content has gone
the most viral. This is extremely useful, allowing you to see what content
is deemed “shareable” by your followers.
- Take Advantage of Your Social Relationships: Your audience will make you work for their
conversion. It takes a while to gain trust; you must provide incentives
and offers over time for them to fully commit. Google Analytics makes this
easy by differentiating between an immediate conversion or one from a
returning visitor.
Brand
Awareness
Social media is an extremely
efficient advertising medium, allowing you to boost brand awareness while
investing minimal financial resources. Regardless to whether a product was
purchased online, the fact that the audience was exposed to the brand can grealty
influence off-line sales.
Klout, the “standard for influence,”
allows you to easily measure your brand recognition online.
How it works:
- Klout examines your influence across your social
network. It generates an analysis derived from your social media sites
(Twitter, Facebook, YouTube, etc.), measuring the size of your network,
the content you contribute and how many people interact with that content.
- Klout then puts this data together and creates a
“score.” This number ranges between 10 to 100 and is a reflection of your
brand’s social influence. You could have 5,000 Facebook friends, but if no
one is liking or sharing your content, you will likely receive a low
score.
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