But, how do you know if your social media efforts are generating results?
It’s true that working social media will boost website traffic and will create connections and engagement, but is that enough? Will these benefits translate into conversions?
And, how can you tell?
Convince and Convert has some great tips that will help you proof your social media impact.
Tip 1: Determine how much traffic you’re actually getting from your social networks.
Use a web analytics tool to determine where your traffic is coming from.
Analytic tools/services you might use include:
- Google Analytics
- Blogger’s Stats
Tip 2: Use attribution reports.
Knowing where your traffic is coming from is essential information, it’s just as important knowing what that traffic is doing once they get to your site.
Attribution reports lets you know exactly where a visitor to your site goes and what he does. This analytical tool can even give you the point of conversion.
So, suppose John Doe, Jr. finds you on Twitter. He enters your site on a particular blog post page.
You have a subscriber opt-in at the end of that post which he clicks on. This is the point of conversion.
Now you know at least 4 things:
- You got traffic from Twitter
- The visitor landed on your blog post about ‘e-commerce shopping carts’
- He took action while on that blog post
- Your social media marketing is converting
Google Analytics has an Attribution Modeling Tool.
Tip 3: Around the corner and across the street.
What? I know this doesn’t quite make sense.
Well, the Convince and Convert article suggests that the “last-click attribution” may not be a true value of where that conversion began. “Most of the time when we are using social media, we are not in the ‘buy now’ mode. Instead, we are in discovery mode, which may be the most critical part of our decision to ultimately convert.”
Yep, it gets a bit confusing . . . and muddled.
Just to throw a ‘wrench in the works,’ suppose one of my connections on Twitter sees my tweet on the Content Writing e-class I offer.
She has a friend who wants to take a course on content writing, so she sends the link to my sales page.
The friend uses the link and signs up for my class. If the link has a tracking feature, Twitter will get credit for the conversion.
But, what if my Twitter connection clicked on the link first and then sent her friend the actual URL to my sales page. When the friend used that link, the conversion would be attributed to a direct link.
Convince and Convert goes into setting up link parameters, native insights, hacking your share buttons, and the problem with mobile applications.
To read it all, go to:
How to Prove Your Social Media Impact
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