Including social media as part of an integrated approach can be difficult, and often times this means it is measured separately, and held to different standards, but that doesn’t have to be the case.
When social marketers put analytics first, they’re able to identify and communicate the impact that their campaign can have on a broader digital plan. This impact, and the insight that social data provides, can be an indispensable component of a marketing campaign when done right.
To do this, marketers need to measure all of their social activity together, and tie that activity to other digital channels. This is easier than you think. Let’s take a look at some of the steps marketers can take to make this a reality.
Calling a Favorite a Favorite and a Like a Like is all well and good when you’re just looking at Twitter or Facebook respectively. But when looking at the bigger picture, it’s important to find comparative ways of analyzing this data.
In addition to standardizing terminology, it can be important to standardize the way we look at these metrics. In the example above, not only can we see all types of engagement trended over time, we see them visualized as a percent of audience on each network, giving us more comparable KPIs to focus on.
Compare Content Across Channels
It’s easy to get tunnel vision as a social marketer responsible for creating content on many different channels. By examining all social networks in one place, we’re able to identify content that performs well on each network, and content that may do well in one place and not in another.
In the above example above, we can see that text posts perform well on Twitter (and a bit on Linkedin) but don’t on other networks. If we just looked at Twitter data, we might make assumptions that keep us from finding success on Facebook, Google+ or Instagram, for example.
Analyze Impact on Other Channels
An important focus for social marketers, when participating in broader digital campaigns, needs to be the interaction between social engagement, and other channels. If the goal is to drive visitors to a specific landing page, this should be apparent in the metrics being focused on.
Tying social media analytics to website analytics is a good way to bridge that gap (and one that Simply Measured does extremely well). By focusing on social traffic from each network, and identifying metrics that signal quality, we can see where our highest value visitors are coming from.
Focus on the End Game
In the end, as marketers we’re trying to drive real business value. This can mean focusing on the things that matter to our business.
Google Analytics goals are an extremely customizable way to gain insight into the activities that drive real business value. By identifying the social channels contributing to those self-identified goals, we’re able to see which channels, audience type, and tactics are having the greatest impact.
Bring it all Together
Simply Measured’s Cross Channel Social Performance Report is a clear and efficient way to analyze social traffic in context with other digital programs, but regardless of the method used to gain this insight, it’s absolutely critical to think of your social campaigns in this light.
For more guidance on how to develop meaningful social campaigns that compliment broader digital campaigns, download our Social Media Campaign Checklist. This quick guide walks you through each stage of the social campaign, from preparation to post-mortem.
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