It’s a conundrum faced by marketers everywhere: How can we prove the impact of our messaging on our company’s bottom line? In some ways, it’s always been unfair. (I mean, are shoe salesmen responsible for both getting people in the door and selling shoes to them?) But, it’s a question that will never go away.
Applying metrics to social media marketing can be challenging. While content through social channels may be action-oriented and easily measurable, like direct marketing, mass marketing, for example, may be focused on building brand awareness and less directly measurable. This can make tracking ROI and other metrics on your Web content a tricky proposition. But there is help.
Web Tools to Understand and Measure Your Audience
Before you try to engage any tool for measurement (or discuss any), make sure you have a clear picture of your tracking goals and a good handle on basic terminology. Then check out these insightful Web resources:
1. Google Analytics. Sure, it’s been around awhile. But it’s still the place to get baseline data such as unique visitors, page views, most visited pages, traffic sources and more.
2. Facebook. Facebook Insights provides measurements on your page’s performance. It allows you to see in-depth demographics for your audience with graphs and numbers that show you how people are discovering and responding to your content.
3. TweetReach. A sizable amount of Twitter data can be assembled using TweetReach, a free service that analyzes tweets about brand names or URLs and provides in-depth social analytics on reach, exposure and contributors. TweetReach provides a good 30,000-foot overview of your efforts.
4. Bitly. It’s the largest link-sharing platform on the Web—with more than 8 billion clicks on bitly links each month and 80 million new links created every day. Bitly helps you track traffic back to specific efforts. It provides shortened-URL auto-composing, social media monitoring and social insight gathering.
5. Kissmetrics. Tracks conversion, customer retention, churn rate and other analytics, with a twist: Kissmetrics measures the person, not the page view. It could give you answers that Google Analytics doesn’t have. (Visit Kissmetrics for more information.)
All On One Easy-to-Use Dashboard
Compendium gives you a one-stop hub to review a multitude of critical metrics, including audience response, cost-per-lead, and click-to-conversion ratios. Learn which stories generate the widest reach and conversion. Refine your messaging. Test it. Repeat. Then, share your results with full-scale reporting in all industry-accepted formats, including Microsoft Excel, Eloqua and Salesforce, plus most of the popular email platforms. Request a demo today.