A Social Media Analytics Tool

John Follett

Analytics are an important part of any online marketing campaign. The reason is because analytics keeps track of the data and traffic that your website is receiving.

Analytics can provide you with a variety of numbers that all mean different things out of context. When you place all those metrics into context with one other, you start to paint a mosaic of information. The is one of the reasons it is so important to have a strong social media analytics tool that shows you some key metrics in real time.

Social Media Analytics Tool

Referral traffic is a great way to stay on top of your social media marketing campaign. Referral traffic is how many people click through from your social media campaign to your website. It is great to have fans and interaction on the social media front, however the ultimate goal is to drive people to your actual website. You have total control over the information and a much better chance of impressing the user when they find your website. Referral traffic numbers will tell you just how effective your social media campaign is in getting those important click-through rates.

It is recommended that you understand the source of this click-through traffic. If your Facebook page is generating a lot of referrals and your Twitter campaign is not, then it is good practice to analyze why this is occurring. That is why the reach numbers are so important in conjunction with the referral rates.

When you know just how many people are using your social media outlet pages, and you know how many are engaging with these pages, you can put together an engagement percentage. This will tell you the percentage of people that were engaged by your content and took action in the form of sharing, mentioning or liking. Raising these percentages across the board is the company's goal. It will provide you with something to work on in the immediate future and allow you to tweak your campaign successfully one step at a time. Eventually you will have a solid social media strategy that is proven to be effective.

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