Google Analytics is unarguably powerful for a wide variety of different forms of website analysis, but step off of your own site and it becomes a little harder to track visitors, where they arrive from, and how they found you in the first place.
Luckily, there are several ways that you can identify social media referrals in your data – and not all of them even need any action on your part in order to set them up.
In-built Social Reporting
Google Analytics' own in-built social reporting has become much more advanced in recent years, and now includes goal-orientated analysis of social referrals that can help you to decide the value of each visitor.
Simply look under 'Traffic Sources' for the 'Social' segment, which can give you an overview of the referrals you receive from each social network, the pages viewed by those visitors, and even the 'flow' of each visitor through your site, from page to page until they left.
The world of online marketing and advertising is crowded. Between Google AdWords, Facebook pay per clicks (PPC), and hundreds of other marketing tactics, it's challenging for small to medium-sized businesses (SMBs) to track campaign effectiveness. To maximize online marketing spending, SMBs need to know how many leads, how many clicks, and how many calls their campaigns generated and how to evaluate results in comparison to other marketing activities.
By leveraging marketing analytics, SMBs can visualize which campaigns are working and which ones are not. This helps SMBs allocate resources to the campaign activities with the highest payoffs. Below are three steps for how your SMB can turn marketing data into valuable information to improve campaign productivity and support better decision making in 2013.
Embrace the marketing analytics concept as a new way of doing business
The average SMB owner does not have a lot of time to investigate, evaluate, or pilot new marketing initiatives. She is starved for time and focused squarely on her business. In many cases, that business faces a fine line between success and failure, and marketing is a key factor in which side of the line the business lands. Outside of personnel, the average SMB's largest investment is in marketing. And yet, the SMB owner is overwhelmed by the number of online marketing tools and their return-on-investment claims.
What challenges will the new year bring? We asked leaders from GroupM, OMD, and more for their direst predictions. Read on, if you dare!
Worst thing No. 1: Exhaustion from complexity
John Montgomery, COO of GroupM Interaction North America, says that if we fail to partner well in 2013, complexities will overwhelm us and the industry will be on the road to disaster.
John Montgomery joined Ogilvy in 1989 in South Africa as media director and launched MindShare in that country. In 2004, Montgomery moved to New York to lead mOne in North America, the interactive media practice for MindShare and Ogilvy and was subsequently appointed as global CEO of MindShare Interaction in 2006. He was appointed as COO of GroupM Interaction for North America in 2008. As part of his portfolio, Montgomery leads GroupM's privacy and data strategy for digital and works closely with industry bodies that help set policy in these areas.
Worst thing No. 2: Superficial metrics
John Bohan, the founder of Socialtyze, says that if the digital marketing industry relies on cosmetic and perfunctory metrics to measure the ROI of digital investments, it will be the worst move agencies can make in 2013. In this clip, he also explains what the meaningful metrics are.
John Bohan is the founder of Socialtyze.
To mark the occasion, they've produced this infographic (below) to give us an insight into who's using the network.
Of course, the US comes out well ahead of the rest with 74 million members. India has the second most users with 18m, followed by the UK and Brazil with 11m users each. Other countries are also catching up, with the fastest growth coming from Turkey, Columbia and Indonesia. In total, LinkedIn claims to have a presence in 200 countries and territories around the world.
Richard Branson will be pleased to keep his place as the most followed person on the network, with Barack Obama, Deepak Chopra MD, Tony Robbins and Jeff Weiner making up the top 5.
In terms of industries, the 5 most prevalent are:
- IT and Services (4 million)
- Financial Services (2 million)
- Higher Education (1.95 million)
- Computer Software (1.65 million)
- Telecommunications (1.59 million)
It's worth noting that we're talking about registered users, not necessarily active users. We have no idea how many registered users Facebook has because they rightly see it as irrelevant if users aren't actually using their account. That said, to have a population equivalent to the UK, France and Italy combined is an impressive achievement. Congratulations LinkedIn.
The most important LIVE event of the year: SOCIAL MEDIA MARKETING WORLD 2013, April 7-9. Last chance for group discount!
Discover the best social media marketing techniques from the world's top experts. Join 1,000 fellow marketers at the mega-conference designed to inspire and empower you with social media marketing ideas—brought to you by Social Media Examiner.
Check out the agenda here: http://ow.ly/gByhb
You'll rub shoulders with the biggest names and brands in social media, soak up countless tips and new strategies, and enjoy extensive networking opportunities in San Diego, California.
This is a historic opportunity for you to connect face-to-face with the top social media marketing experts while breaking bread with like-minded peers from around the globe.
Here's what's in store for you:
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