By the close of 2010, it was clear that social media had become a strong presence in the online marketing world. And why shouldn’t it be? Social media has some obvious benefits that have drawn companies to it:
So, with all of these benefits, can there possibly be a problem with using social media to drive traffic to your site?
Of course! In fact, one of the major issues facing marketers using social media as a tactic isn’t at all exclusive to social media. Social media, like any other marketing effort, needs to be accountable. However, since it is a fairly new medium, and has gained popularity so rapidly, the ugly old issue of how to track the effectiveness of the medium has resurfaced.
Here at FutureNow it is essential that our analysis account for the effectiveness of all of the traffic sources to a client’s site. If a particular social media campaign is not being captured in analytics data, then that’s an opportunity for improvement. Analytics tracking can provide you with some invaluable insights that will allow you not only to better understand the value of social media to your site, but also to optimize your social media campaigns and their landing pages on your site, and reclaim lost revenue.
Luckily, for online advertisers who are fairly new to analytics, Google provides some great articles to help you get started. You need to appropriately label and tag your social media campaign just like you would do for any other campaign you run. Google offers a “how to” detailing how to label and tag a campaign. Although the article does not use a social media campaign as the example, the same principles apply when you go to label and tag your social media campaign. We added a social media column to the table in the Google article to help you easily adapt their instructions and your social media campaigns (click image below to enlarge):
As you are planning your ad campaigns for 2011 (not just social media campaigns), don’t overlook one very important element of your advertising: tracking. Have additional questions or need some additional help interpreting your analytics data? Contact us to find out how we can help you make the most of your analytics.