The topic of how companies measure the value of social media has been hot for some time. As brands increasingly build social media into their comms plans marketers are called on to show the ROI of all that Facebook and Twitter.
Now, search giant Google has weighed in with its own solution – a subset of reports within Google Analytics that purport to, in Google’s own words
- Identify the full value of traffic coming from social sites and measure how they lead to direct conversions or assist in future conversions
- Understand social activities happening both on and off of your site to help you optimize user engagement and increase social key performance indicators (KPIs)
- Make better, more efficient data-driven decisions in your social media marketing program”
As with any of these tools we’d recommend getting stuck in and having a play to see what the reports can do, but here are a few things Google has flagged:
Overview Report: see social performance at a glance and its impact on conversions
Conversions Report: which goals are being impacted by social media
Social Sources – find out how visitors from different sources behave
Social Plugins: find the content that’s good enough to share
Activity Stream: what’s happening outside of your website
Social reports for Google Analytics isn’t the last word in social media measurement, but there’s no question that it’s a hugely useful weapon to add to your reporting arsenal.