Applying Analytics to Social Media
One of the things I always look at when attacking a project is how can I generate data to adjust my strategy in the future. This is simple as can be when building a website (if ya know what data to gather), but what about Social Media?
With the advent and need for business Social Media metrics many of us in the digital marketing world are on an ongoing mission to answer Gary Vaynerchuk question “What’s the ROI of your Mother?” Well in this post I will tell you one quick and easy way to generate metrics for your social media campaigns using a wonderful free tool along with my favorite…Google Analytics.
How To Create Social Analytics With Google URL Builder
Enter the Google URL Builder. Quite simply, the URL builder was designed for companies such as Shift Digital to create metrics when deploying advertising campaigns and link building strategies. This same tool can be modified to generate metrics for your social media campaigns.
At Shift Digital, what we do as part of our Social Strategy is come up with categories for each of the options available to us in the URL builder. For example:
- Campaign Source: Social Media
- Campaign Medium: Twitter, Facebook, etc.
- Campaign Term: Product A, Product B, etc.
- Campaign Content: Question, Answer, Funny Picture, etc.
- Campaign Name: Strategy Q1
Then we hit the Generate URL button and use that when linking to content when we post on social media.
What Can You Learn From Social Analytics?
With this kind of information, we can now determine not just what social media platform is generating the highest ROI, but what type of posts on each platform are generating the highest ROI. It’s amazing what kind of information you can gather! You just may find out that although you’re getting more traffic globally from twitter than you are from facebook, if you adjust your Facebook strategy you’ll get even more conversions…not because you’re talking to the wrong people….you’re just not talking the right language!