First step—like any marketing effort—is setting a specific goal. What are you trying to accomplish by monitoring your social media presence? Do you want to find conversations that could help drive traffic to your website? Increase your (or your company’s) thought leadership? Generate leads? Sales? Buzz?
One of the latest features Facebook has introduced is the opportunity to leave recommendations on a business Page. In order to take advantage of this functionality, you need to install the Recommendations plugin, which will display personalized recommendations from other Facebook users.
Social Media MeasurementHow to Track Social Engagement and Effectiveness
Presented by Bill Griffin Owner/CEO@bgriffin04 @Griffanza
Obligatory and Shameless Self-Promotion Slide Griffanza is an Online Marketing Company• Help businesses , Consultants and Non-Profits Get Found, Grow & Prosper Online• SEO• Social Media• Inbound Marketing• Online Advertising• Website Development• Content Management• Public Relations• Analytics and Metrics
Why Monitor Social Media?• See what’s going on• Brand Health• Engagement• Leads• Sales• Members• Opportunity
What is ROI? ROI is determined by taking the return, orrevenue, and subtracting the investment, or cost, and divide it by the cost.
Social Media ROI• Return on Involvement• Return on Influence• Return on Intelligence• Return on Incompetence Social Media ROI is NOT a cash on cash analysisThe “Return” is user defined and the “Investment” is mainly effort and time.
Google Social Metrics• Goals• Social Campaigns• Reports• Advanced Segments
Tracking GoalsAn Analytics Goal is a way to measurebusiness objectives for your Web site. To be valid, it must correspond to a measurable action that visitors on your site will perform.
Setting up GoalsChoose Goal Name• Fill out your contact form• Sign-up for your email newsletter• Buy a product from you• Visit your social media accountshttp://support.google.com/googleanalytics/bin/ans wer.py?hl=en&answer=55515
Overview ReportWith this information, businesses and non-profits can assign a monetary value to the social media and understand ROI.
Conversions ReportThe Conversion report allows you to measure how each ofyour social channels is contributing to your Goal success bygiving you a site-specific conversion rate.
Social Sources ReportIdentifies the networks and communities visitors are using to engage withyour content and then lets you see how people interact based on wherethey came from.On Google+ You’re able to see who is starting the conversations aboutyour brand, what they’re saying when they share it, and then gain directaccess to these people via URL Ripples and URL Trackbacks.