Recently a prospect asked me why he sees so little of social media activity showing on his Google analytics results when he knows a lot of activity is happening.
I offered to go through it with him and give my findings.
What happens when a website owner has an expected return from their site is that they undertake a social media marketing campaign without really understanding the impact it will really have on their site.
Many website and business owners assume that a social media campaign will result in a high increase in traffic as well as a high increase in spend on that site. This is not a guaranteed result of social media marketing.
There are a number of variables that need to be taken into account.
1. Google Analytics tracks traffic from links posted on social media however it doesn't take into consideration the number of 'shares' from that post to other friends and pages and often the link is omitted in a share especially when a visual is used but this may still prompt the viewer to visit the site.
2. When URL's are shorted to a bit.ly, ow.ly or any other, analytics doesn't track it. So, if your social media manager is working from a platform like Hootsuite or Gremln for example, you cannot see the impact except as an increase in overall traffic.
3. For social media activity to be picked up by Google, the particular network you are using must be part of the Social Data Hub and many of them are not.
Social media sites like Facebook, Twitter and Google+ allow us to connect with the players in our market. But, when used improperly, social media can be a dangerous platform for entrepreneurs to ruin their reputations.
Here are five ways social media users can destroy their online rep, and tips for steering clear of these costly mistakes:
1. Boring posts. A boring post is anything that lacks your unique personality or perspective. Giving a fresh perspective on an old topic or going against the status quo is what gets noticed.
So ask yourself how you can infuse your own character or sense of humor within each post. This is the essence of branding. The last thing you want to be is forgettable.
2. Disrespecting others. Social media is not the place to work out your problems with people. It's no different than yelling insults at someone in public or raising your voice at a retail store employee. Yes it gets peoples' attention, but that's not the kind of attention you want.
Unfortunately, the higher you climb in social media, the more people will want to throw stones at you. But don't retaliate publicly. Simply delete the negative comment, block the person and then decide if you want to address the issue privately, or just move on.
"Social media is a lot like sex. Everyone talks about it. Everyone wants to do it. Nobody knows how."
That's a quote from our recent Social Media is a Lot Like Sex deck, and we think that sentiment rings particularly true for companies trying to implement a global social media strategy. I mean, at any moment you could be trying to engage with someone who uses a different social network than you'd expect, speaks a different native language than your company's, or even has cultural nuances of which you're unaware. Needless to say, there's a lot of moving parts.
So what's a global marketer to do? Well, stop guessing for one -- instead, use data to help inform your social media strategies! That's why we've collected 62 stats that help paint a picture of how social media works around the world, 20 of which we're going to highlight in this blog post. Plus, we're going to show you how those stats can be boiled down into some insightful global social media strategies that global marketers might want to consider.
Strategy 1: Optimize social media for mobile.
There are numerous aspects involved in developing a marketing plan. From budget to end goal, marketing online can be a long-term process.
Tip #1 Define Your Goal
It can be a detailed process, which is the reason many small business owners hire a marketing specialist to help them plan. To start, it helps to think about the major goal of the marketing campaign. Do you want to increase customer loyalty, boost brand awareness or sell products? A well executed online marketing strategy can take a small business to new levels if all steps are geared toward reaching that final goal.
Tip #2 Outline Your Budget
Of course, your campaign will be limited somewhat by your marketing budget. But the good news is there are some low cost options. Many small business owners start with a small amount of money, gradually increasing the budget to the highest, yet still comfortable level.
An online marketing budget can be unlimited, and you may never reach your entire customer base. Be sure to stick with what you can afford, and work within your budget's confines. Learn about the direct competitors in your niche by searching for your website's keywords.
Editor's Note: The following is a guest blog post from our Friend and one of the moderators for the Social Media Marketing group on LinkedIn, Andy Foote - Andy is the founder of LinkedInsights.com and a Professional LinkedIn OPTIMIST. You can connect with Andy here on LinkedIn, or read his blog LinkedInsights for some really great information on LinkedIn!
LinkedIn have recently made a very smart and strategic move towards making the LinkedIn platform more relevant, engaging and "sticky". The LinkedIn Endorsement, is the flagship feature of a strategy that has already proven to be highly effective. With many SNS (Social Networking Service) providers all competing for your fleeting and finite online attention - LinkedIn have won a decisive battle in a never-ending war.
February 3, 2011 - LinkedIn Introduces Skills "To succeed in the talent economy, it is crucial to showcase your skills and build a rich network of connections who have the expertise you need to get the job done."
September 5, 2012 - LinkedIn introduces Notifications "Which will keep you notified in real-time when someone likes what you’ve shared on LinkedIn, views your profile, accepts your invitation, and much more."
September 24, 2012 - LinkedIn introduces Endorsements "With just one click, you can now endorse your connections for a skill they’ve listed on their profile or recommend one they haven’t added yet."
November 1, 2012 - 3rd Quarter Earnings Call. LinkedIn indicates that there were already 200 million Endorsements made at the end of the 3rd Quarter. Notifications are driving Homepage traffic up by 60%.
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