ANALYSE YOUR SOCIAL PRESENCE Decoding Google Analytics With Teena Thach When it comes to marketing on social, it is important to know what channel is working better than the others. You could be raking in the retweets on Facebook or swimming in shares on Twitter, but if that engagement isn’t doing anything to grow your business, something needs to change. In order to measure your social media performance and distinguish social presence, marketers need to know how to monitor and understand social analytics. In general, there are two types of analytics you’ll need to monitor to get a complete view of your social presence. Measuring engagement metrics through a social media management tool gives you a good idea of your success on each platform but it doesn’t give you the whole story. Tracking conversion metrics on your website, landing pages or other lead generation channels is an important part of understanding which social networks are bringing you real leads and real ROI. For this type of social analytics, one of the best tools available to you is Google Analytics. Most marketers see Google Analytics as nothing but a simple way to track simple website metrics. That’s because for the past six years, website traffic has been listed as the most used metric. Luckily, marketers are finally coming around to the truly important measures of success. According to Content Marketing Institute, the three most important metrics this year were: Sales lead quality (87%) Sales (84%) Conversion Rates (82%) For social media marketers looking to improve these metrics, Google Analytics can actually inform a good deal of your social...
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