Are You Missing The Boat on Social Media Marketing?

Social media sites like Facebook.com and Twitter.com, and now Google+ have never been more popular, drawing millions of hits each day, and smart businesses are tapping into this popularity and increasing brand awareness by creating social media marketing campaigns to ensure their business’ message is carefully and wisely positioned to attract social media subscribers to their own sites.

There are many different ways to create a social media marketing campaign, from creating a Facebook page or Twitter account for your business to offering regular blog posts that keep customers and potential clients up-to-date and interested in your product or service. Usually, a combination of two or more of these venues ensures the greatest engagement among your potential customer base, and nearly every social media venue offers an option to incorporate it into your company’s website: virtual buttons provide your site visitors with a convenient way to connect with your Facebook page or Twitter account, and blog posts can be located right on your business website, offering potential customers the perception of immediate value when they visit (this blog is a case in point). Getting customers to “like” you on Facebook, “retweet” you on Twitter or comment on a blog post is a great way to ensure greater levels of engagement while also building your base of contacts for email or other marketing campaigns.

But devising a campaign strategy is just the first step in effective social media marketing. You also need to be able to measure how well your campaign is performing. Fortunately, there are programs for monitoring social media marketing results, and one of the most comprehensive programs available today is offered by Google Analytics.

In fact, earlier this year Google announced substantive changes to its Google Analytics system, which offers methods of monitoring and measuring website traffic, customer conversion rates and other data for its subscribers. Under its new social reports feature, Google is offering businesses better ways to measure the return on investment gained through social media marketing, including a visual “social value” tool to clearly show how social networks contribute to network conversions, a social plugins tool that shows when website users clicked on a “like” or “tweet” button, for instance, and a “social flow” tool that helps marketers understand how website visitors “travelled” from the social site to the business’ website. Learning to use and effectively implement Google Analytics’ can significantly help in designing, monitoring and maintaining an effective and successful social media marketing campaign.


 

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