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Social Media Tracking Three Ways

Tracking the results of your social media marketing efforts by looking at metrics provided by Facebook, Twitter and your other platforms is a great start, but is that enough of the right information to determine your social media investment’s return for your business goals? Your business goals should play a central role in determining what social metrics are most important to your brand and strategy. To get you started on the right path, we’ve outlined a few common goals and have examples of how to track each of them. social tracking

Tracking Website Conversions

Tracking Web Conversions with Google Analytics

Whether you’re a political campaign, B2C or B2B, you may have already built your business goals for your website. We’ve previously discussed how to build website goals for your B2B if you need a head start. Now you can take it a step further by attributing those goals to the traffic generated by your social media programs! Just be sure to tag your links for trackability. Did you know that a website visitor who clicks the link in your tweet might be put into the same “bucket” as someone who types in your URL. That’s not particularly helpful. Luckily, Google Analytics’ campaign tracking URLs are easy to implement and let you fine tune your incoming data. Campaign tracking URLs (sometimes called UTM data by veterans) is simple to add using Google’s own URL builder.  These tags allow you to control how traffic will appear in your Analytics dashboard, even allowing you to name campaign and messaging used for easy reporting. The trackable link will be very long so to make it more atheistically pleasing try using Hootsuite or to shorten it before sharing. Both of these services also report on clicks so you can compare their data with GA data to receive an accurate report of the link. In fact, if you’re using Hootsuite, you can set these UTM values for tracked links right in the platform by clicking ‘advanced’ when putting in a link to your web properties. Another pro tip for link sharing: If you share a lot of third party content, use Hootsuite or to shorten the links so you can go back to your dashboard on each platform for an ata-a-glance view of which articles/headlines resonate best with your audience based on clicks.

Tracking Web Conversions with Social Media Advertising

Facebook and Twitter’s advertising and promotion platforms both allow you to track website clicks and come conversions with just a few lines of code on your form’s ‘thank you’ or order verification page. Adding conversion tracking to your ads will typically require the help of your web master or digital agency. This extra step is great for monitoring and tuning the ROI across multiple campaigns and ad targeting strategies on each channel, and even opens the door for conversion rate optimization tests right from your social ads. Conversion tracking, when paired with Google Analytics, allows a better view of the customer lifecycle – all with the free tools available and a few lines of strategically placed code.

Engagement Tracking

A simple way to track social success is to set benchmarks for yourself based on past posts and future goals. If your goal is for each Facebook post to receive engagements from 10% of your audience, take a look back at older posts. If a typical post from your page only earns a .30% engagement rate it may make more sense to set a goal of 1% engagement to start. There is no use tracking your social media initiatives if you are going to set unrealistic goals. The fiercest competitors compete against themselves, so set your goals to improve upon your current best. Pro fact:  Facebook and Twitter will give you data on a monthly basis about which posts were your most engaging and it can be helpful to keep track of the top 5 (or so) in a word document. Your social media strategy should evolve as your audience grows so seeing what type of posts are the most popular over time will help you to draft future posts.

Customer Service Tracking

Many brands maintain a presence on Facebook and Twitter with the intent of being available to answer customer’s questions and concerns. First, ensure your social profiles are up to date. There are so many ill managed pages out in the world with incorrect websites, phone numbers, addresses or hours of operation. It can be very annoying to visitors to be met with 404 pages and disconnected phone lines when reaching out for help. Two ways to further expand your profile as a customer service hub are to:
  1.  Add the hours that your page is being actively monitored to help set customer expectations.
  2.  Invest in a trackable phone number that is only used for social media initiatives. If having your social media presence be a hub for customers is a goal of yours, this tracking option will tell you how many people used your page to get your phone number instead of your contact page.
A common goal for customer service efforts is response time. While this is commonplace in call centers, Facebook recently introduced a new feature for admins that shows you what your response rate and response time are to online chat queries. Track this information from Facebook in Excel on a weekly basis and assess it monthly. If your average response time is over an hour you should consider investing in a social monitoring tool that will make it easier to respond in a timely manner, even after hours. Are you looking for the ultimate, expert advice in terms of social track ability? Contact us to find out how we can turn your impressions into impactful engagements!
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